Estimate the carbon footprint of its online advertising campaigns… and reduce it : in 2022, the subject has moved to the top of the “to do list” of brands and their agencies. To help them meet the challenge, the media platform Teads announced on March 17 a partnership with Impact +, a third-party measurer of the carbon footprint of digital communications. Thanks to this collaboration, Teads has an online tool that allows sales and operational teams to assess the environmental impact of a completed or upcoming campaign, “from broadcast statistics measured by Teads broadcast tools and using IMPACT+ calculation algorithms”, specifies the technological supplier. Eventually, Teads wants systematize measurement the carbon footprint of the online advertising campaigns that the platform operates. And provide concrete recommendations to define a “first truly activatable environmental KPI”the statement said.
What are the elements taken into account in the measurement of the carbon footprint? The scope considered includes the electricity consumption necessary for the dissemination of the campaign and the greenhouse gas emissions caused by this consumption. The consumption of equipment – data center, network, terminals – necessary for broadcasting is taken into account. The current calculation is therefore based on taking into account the energy required both for the hosting of advertising creations, for their transport on the network, and for the use of the terminal of the user displaying these advertisements.
Towards an indicator combining media and environment?
Tests have been carried out, end of 2021, with Renault, Hello bank!, La Poste and the Ministry of Justice. Among the first lessons, the non-negligible role of advertising creation stands out, with disparities observed between video and display formats, in particular. According to Teads, “the extension of the duration of an advertising video has a double impact: beyond the size of the file which increases in proportion to the duration, the increase in electrical consumption induced on the terminal is also an important factor to take into account.”
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The media platform has seen that most of the parameters of a campaign can be measured… and therefore optimized, like the mix of targeted terminals (smartphone, computer… ) or the users’ network connection mode (WIFI, 4G, etc.). The ideal? Favor small terminals over WIFI connectionsrecalls Teads.
The series of tests paves the way for new reflections aimed at using this carbon metric combined with traditional media performance indicators: “Indeed, it is necessary to go beyond the single indicator of carbon emissions per impression, to put this “environmental performance” with predefined marketing and media objectives“, advocates Teads. This new indicator could eventually integrate other elements involved in the distribution of campaigns, such as the use of data, programmatic, third-party integrations or even other environmental impacts than carbon emissions.
Teads’ approach is part of a platform optimization approach that has been in place for several years, integrating for example the optimization of the auction process and the weight of its advertising formats to limit network traffic and improve the footprint of the distribution of advertising on the terminals.