New Delhi: EcoMedia Solutions (EcoMS) has introduced EcoMeter, a new solution aimed at bringing measurable carbon accountability into advertising, media, marketing, and event ecosystems. The launch marks a significant step in addressing the industry’s longstanding challenge of accurately assessing environmental impact.
Built on its proprietary EMS (Environment Media Solutions) platform, EcoMeter is designed to help brands, agencies, and marketers measure the carbon footprint of campaigns and on-ground activations with greater precision. The tool moves beyond traditional estimation models that rely on budget-linked assumptions, instead leveraging localised emission factors and activity-based parameters to deliver more accurate insights.
Originally developed as a technology-driven platform to integrate sustainability into media planning and execution, EMS has now been repositioned through EcoMeter to offer a more intuitive and actionable solution for industry stakeholders.
“Today, most carbon calculations in our industry are derived from spends or broad averages. That doesn’t reflect what’s actually happening on the ground,” said Rumjhum Gupta, Founder & CEO, EcoMedia Solutions. “EcoMeter changes that by factoring in real variables where the campaign is running, how it is executed, what materials are used. It gives you a far more accurate picture, not just a directional estimate.”
EcoMeter enables brands and agencies to evaluate their campaigns through both performance and environmental impact lenses. It supports carbon footprint measurement across advertising formats including OOH, DOOH, print, digital, and event-led activations, while also enabling comparison of media choices based on sustainability outcomes. Additionally, it facilitates ESG and BRSR-aligned reporting backed by verifiable data.
The introduction of EcoMeter also aims to shift industry conversations from intent-led sustainability to measurable impact. As India’s advertising and events ecosystem continues to expand, EcoMS is advocating for what it terms a “carbon economy of advertising,” where decisions are driven by real data rather than approximations.
“If we continue to rely only on estimates, we will continue to make surface-level changes,” Gupta added. “The industry needs deeper visibility. EcoMeter is a step in that direction helping teams move from assumption to understanding.”
With increasing pressure from consumers, investors, and regulators for transparency and accountability, EcoMeter positions sustainability as a core decision-making metric alongside cost and performance. The company believes that enabling actionable insights will help brands design more responsible campaigns while strengthening credibility in an evolving ESG-driven landscape.
