Ad Net Zero Ireland has launched a new research report aimed at charting a sustainable future for the industry. The report, the first of its kind to use exclusively Irish data and research in this area, provides actionable insights into sustainable media buying practices and analyses creative wear-out to enhance campaign efficiency.
Ad Net Zero Ireland is supported by a collection of trade bodies made up of IAPI, AAI, MII, CPI, and IAB Ireland and reflects the shared commitment of the sector to act decisively on climate and sustainability.
Developed by Havas Media, WPP Media and Futureproof Insights using robust Irish quantitative and qualitative data, this report provides actionable insights that will empower advertisers, agencies, and media owners to reduce emissions from media planning and buying while strengthening creative effectiveness. It aligns with the global Ad Net Zero 5-Point Action Plan, particularly Action 3, which focuses on reducing the carbon impact of media choices, and adapts it to the unique realities of the Irish market.
Key highlights from the research:
- Strong creative endures - no “wear out” in sight.
- High media weighting does not erode effectiveness - strong creative performs consistently, even under high exposure levels.
- Effectiveness is multi-dimensional: engagement, clarity, emotion & memorability all matter.
- Without engagement and attention, nothing else works. Emotion needs clarity & brand linkage to deliver.
The research looks at how various media factors and creative characteristics shape the sustained effectiveness of advertising and provides local benchmarks for industry self-assessment. It examines creative wear-out, offering evidence-based guidance on how advertisers can achieve resonance with audiences while minimising unnecessary emissions.
The research looks at how various media factors and creative characteristics shape the sustained effectiveness of advertising and provides local benchmarks for industry self-assessment. It examines creative wear-out, offering evidence-based guidance on how advertisers can achieve resonance with audiences while minimising unnecessary emissions. Outlining the methodology, Kerrie Patten, Havas Media says, “By partnering with Future Proof Insights and Amárach Research and combining neuroscience tools like EEG and Eye Tracking with large-scale behavioural psychology research, this study goes beyond self-reported measurement approaches, to capture both conscious and unconscious responses to advertising. The result is one of the most robust and scientifically rigorous analyses of wear out and advertising effectiveness ever undertaken in the Irish market”.
Chris Cashen, WPP Media says “We urge every professional in Irish commercial creative sector to engage with this research. It’s a topic and subject that there has been a huge deficit of Irish data, and now we have the most robust study we could bring to brands and agencies alike. We are usually asking for practices to change, but now we have validated that continuing long term work that delivers is best for brands but also for sustainability.”
The report is available now and is intended as a catalyst for conversation, innovation, and immediate action across the sector.
