Whether in B2B or B2C, there is no way around marketing campaigns to make your brand known and generate new leads. Emailing, online advertising, ABM, lead generation… the strategies are numerous and seemingly innocuous. However, did you know that these actions have an impact on the planet? While the environmental issue is pervasive, it also affects advertisers and media campaigns to measure, reduce and offset the environmental impact of campaigns.
Digital: a silent polluter
Unlike toxic or chemical emissions, fumes or exhaust fumes from factories, digital pollution is seemingly discreet and invisible. And yet she is there! Imagine instead: 4% of greenhouse gas emissions are emitted by digital technology, that is one and a half times more than civil aviation. Every hour, 10 billion emails are sent worldwide, which equates to 4,000 round-trip flights between Paris and New York.
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Traffic is the primary contributor to the energy impact of digital technology and alone requires the equivalent of the electricity production of 30 nuclear power plants. Worse still, the global energy consumption impact of digitization is growing at 25% per year due to increased usage and ever-larger amounts of data flowing through networks.
Do we need to worry about this? Yes, without a doubt. Fortunately, there are solutions to lessen our impact. For advertisers, this is not a compulsion, but an opportunity to communicate sustainably and responsibly. Work that must be aligned with brand values and a sensible CSR policy. Sustainability is no longer an option for brands. It’s everywhere, from designing a product or service with life cycle analysis to the way it is communicated and promoted.
Measure the carbon impact of your advertising campaigns
In order to take the necessary measures and contribute to reducing the carbon footprint, it is important to have the right data and therefore to be able to measure the impact. This approach makes it possible to know the amount of CO2 generated on the different activated media, to then offer advertisers the possibility to offset emissions and thus neutralize the CO2 impact of advertising spaces.
In this way, large advertising agencies such as Prisma Media, Canal+brand solutions, M6 publicity or Havas are starting to implement solutions that help advertisers measure CO2 emissions. An essential step in order to be able to react and act on the sensitization that has been taking place in our society for several years. This work is a challenge for the agencies, which therefore have to rethink their internal software in order to offer meaningful solutions to their clients.
Reduce your carbon footprint for sustainable, meaningful and equally effective campaigns
Little streams make big rivers, as the well-known expression goes. To create responsible campaigns it’s the same. By activating a series of seemingly minimal levers, it is possible to limit the impact on nature.
When used the same way, a smartphone consumes less energy than a computer. By getting closer Mobile firstReach your customers right where they are in a reasonable way. To optimize your budget and online presence, precise targeting based on the right personas can help you avoid showing your ads when they’re not needed. Finally, by focusing on first-party data and retargeting, you limit unnecessary data consumption while focusing your energy on the prospects and customers who really matter.
Sustainable campaigns also go through optimized advertising creations. Formats, weights, sizes… The lighter the campaigns are, respecting to the letter the standards of the platforms, the more they are part of a sustainable logic of bandwidth limitation. Finally, Dynamic Creative Optimization (DCO) helps show the most impactful ads at the right time and to the right people. This is a way to optimize both CPA and energy impact.
Finally, working with dedicated partners is good practice for creating sustainable campaigns. This is the case with “Responsible Territory” on French television or 100% green screens on M6 and Mediaplus.
Compensate for this with a shared commitment between management and advertisers
Reducing your carbon footprint is a step in the right direction, but often not enough. To get closer to carbon neutral media campaigns, advertisers can contact associations or bodies to pay a surcharge that will be used to fund sustainable projects. This applies in particular to Prisma Media Solutions, which offers an additional payment of 10% of the net price of the print or digital campaign (5% by the advertiser and 5% by the agency), which will be donated to an association chosen by the brand. This commitment is realized by placing a CSR notice on the campaigns disseminated.
We can also imagine campaigns where the main KPI is not pure performance but responsibility. So by lowering the cost of ethical and sustainable campaigns and increasing others, we can incentivize green, real, humane and honest marketing a thousand miles away from opportunistic greenwashing that fools no one anymore. In order to promote sustainable initiatives, MEDIADESK has set up a program for environmentally conscious companies so that the best initiatives are shared and others are inspired.