Immediate, home to brands including Good Food, BBC Gardeners’ World and Radio Times, has announced the launch of IM Clear, a sustainable advertising platform.
In partnership with ESG data company, The GoodNet, Immediate says it has become the first media owner to offer a solution enabling advertisers to achieve their specific sustainability goals while simultaneously maximising media performance.
IM Clear provides a comprehensive and measurable approach to responsible advertising, measuring ESG (Environmental, Social, and Governance) goals against the UN’s 17 Sustainable Development Goals. This ranges from environmental factors through to good health, wellbeing and reducing inequality.
Powered by The GoodNet’s innovative GoodIQ data, the publisher says IM Clear provides pre and post-campaign ESG reporting and analysis for campaigns running across its portfolio of brands. This includes assessing content, corporate practices, and technology, against over 50 data sources. In aligning a campaign with an advertiser’s sustainability goals, it provides an overall ESG media score and bespoke reporting.
Sustainable media must also drive advertisers’ performance KPIs, added the publisher, so IM Clear also monitors and optimises the performance of the media to maximise both ESG scores and exceed media performance benchmarks.
The launch comes as upcoming EU regulations on ESG reporting requirements will impact more businesses, with marketing a key metric. IM Clear offers advertisers a flexible approach which includes:
- Access to Immediate’s portfolio of websites.
- Select impactful ad formats with a sustainable twist, including video and rich media
- KPIs to match formats and goals, such as CTR, viewability, and VTR
- Access to Immediate’s low-carbon first-party targeting solutions, including sustainability interested audiences.
IM Clear’s measurement suite, includes:
- Customised client pre-campaign recommendations and evaluation from GoodIQ
- Post-campaign reporting on ESG index score and alignment with advertiser’s custom ESG priorities
- KPI performance of ESG media vs. climate risk media
- Carbon emissions measurement and optional carbon offsetting
Immediate says it has made reducing its environmental impact and promoting sustainable choices a strategic priority, both in its operations and content. Immediate sites rank in the top 15% of 11,000+ domains on the ESG Media Index and the company won the Best Practice in Sustainability in Media Award at Campaign’s Ad Net Zero Awards 2024, the publisher continued.
James Florence, Immediate’s head of advertising technology, says: “IM Clear represents a paradigm shift in how brands can connect with their audiences in a responsible and impactful way. Sustainability has rocketed up the priority list for advertisers, while at the same time shifting beyond Carbon measurement and into broader ESG commitments. Our partnership with The Good Net empowers clients to meet these broader ESG objectives and crucially, still drive business results. This aligns perfectly with Immediate's purpose-driven mission to bring joy to audiences while doing right thing by our people and the planet.”
Guy Jones, The GoodNet co-founder, adds: “According to a recent Dentsu survey, balancing performance and sustainability is the second biggest challenge for marketers in 2025. We recognised a significant gap in the market for a holistic sustainable advertising solution that can be customised to an advertiser’s ESG commitment. IM Clear, used our GoodIQ data to provide a comprehensive and measurable approach that drives both sustainability and business performance."
To incentivise participation, Immediate has announced it is offering IM Clear at no additional cost beyond media spend, requesting only case studies and feedback.
The publisher confirmed a 20% discount is available for B Corp clients.
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