Online advertising company Good-Loop has launched two programmatic advertising packages with an ethical spin, helping brands create a scalable, positive impact.
The Good for the Planet package will serve ads on carbon-efficient websites, climate journalism and eco-living editorial, with the aim of targeting eco-conscious consumers.
The second package, Good for People, supports social causes with advertisements that help fund minority-owned publications and reliable journalism, reaching ethically-minded consumers.
The move follows research which shows that ad-context increases memorability by 40%, with both packages aiming to reduce media waste and increase ROI, whilst aligning high quality news with the advertiser’s message.
The service launch comes as part of Good Loop’s aim of delivering responsible advertising; with clients including the NSPCC, WWF and Mondelez the platform has raised more than £7 million for charities such as Make A Wish, Save the Children and Water Aid.
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In August Good-Loop launched Act to Donate to encourage consumer engagement with traditional passive advert formats.
The inclusion of a QR code on CTV, DOOH and social media means viewers are rewarded with a donation for their choice to interact with an advert (a move which has been shown to increase engagement).
“We’re not just creating advertising solutions; we are helping brands find a way to combine promoting their business with doing good,” said Good-Loop CMO Marisa Thomas.
“The new launch embodies our belief that businesses can excel by making a real difference, helping forge genuine connections with consumers and providing a tangible way to demonstrate that they share their values.”
