The reduction of emissions is a goal that all companies must meet for the coming years. Not only for helping the planet, but because every day there are more regulations that indicate that they must eliminate all this type of production by 2030 and one hundred percent by 2050. The Paris Agreement, Fit to 55 or the European Green Deal are just some of the pacts that set the pace for countries to move towards decarbonization. However, there is a ‘hidden’ CO2 footprint that not all companies are aware of. These are the emissions produced by digital advertising campaigns, and that some of the large international organizations are already launching to eliminate.
The amount of emissions that will produce this type of ‘spots’ will arise from various factors. The Impact+ startup, designed to measure and reduce the environmental impact of companies’ online advertising, indicates that there are three fundamental pillars for a general analysis and to achieve a decrease in these productions. First of all, there is the type of connection used: networks such as 3g, 4g, 5g or WiFi can affect the amount of Greenhouse Gases (GHG) that a company or person generates. For example, reaching a user who is using a WiFi connection allows them to consume two or three times less energy than a user who uses mobile data.
Second, the results depend on the device being used and will be proportional to its size. “We need to know which user is being passed the ad and which device they use: smartphone, tablet, laptop or TV. Whoever uses a smartphone will consume much less than a connected television”, indicates Marion Cardona, co-founder and director of operations of Impac+. And thirdly, lowering the weight of creativity without reducing the quality of the final product is essential in terms of environmental impact. “The effects will be completely different based on different metrics and environments. What device, what creativity, what partners? Will it be TikTok or Meta? It’s not the same, ”she adds.
To obtain a result, the start-up calculates the electricity consumption in kilowatts, and then crosses them with the carbon intensity that is linked to the resources that are being used (coal, fuel, wind, among others). This has managed to reduce more than 50% of emissions from different companies. In Spain his first client has been L’Oréal. The French cosmetics and beauty company has been one of those that has taken the reins to bet on the ‘net zero’ path and has signed an alliance with the technology company to continue on this path. Thanks to this agreement, a 43% reduction in greenhouse gas emissions has been achieved.
Specifically, L’Oréal Spain has implemented creative optimizations in several of its digital campaigns – among them with brands such as Garnier, Biotherm or Kerastase – where it has reduced the weight of its creativity, obtaining the same quality perceived by the end user and the same efficiency. of the media. With this type of measure, the French company managed to reduce GHG emissions from optimized creatives by 30%. “If L’Oreal scales this learning to all future campaigns, we can get to a minimum of 30% and keep moving forward. The idea is to show the industry that this works”, says Vincent Villaret, CEO and co-founder of the startup.
Focusing on eliminating emissions from online campaigns can cut a company’s energy consumption in half, without affecting business performance.
For years L’Oréal has been committed to sustainability and created its ‘L’Oréal for the Future’ program in order to reduce its GHG emissions by 50% per unit of finished product; eliminate half of the emissions with its main suppliers by 2030, and that all its factories are carbon neutral by 2025, among others. With these objectives, the French company has committed to lowering scope 1 and 2 points and with its alliance with Impact+ seeks to focus on type 3 emissions (other indirect emissions that can be produced in a company’s value chain). . Like them, other large international companies such as IAB Europe, Heineken France, Adot, Danone or Azerion have also joined in reducing their online advertising impact in recent years.
“We want to help all the large groups that have a corporate social responsibility (CSR) strategy to achieve their objectives,” says Villaret. In addition, the co-founders call on organizations to join in reducing these ‘hidden’ emissions, to achieve the goal of the Paris Agreement and anticipate regulatory obligations and reduce the company’s energy consumption by half, without affecting ar commercial performance. “Every step counts now. We see it as a new opportunity to act and do it quickly because time is running out and we have a long way to go. This has been our commitment for years and we remain firm with it”, concludes the head of external communication for L’Oréal Spain, Rosa Díaz.
Educate to impact
Both L’Oréal and Danone or Heineken have chosen to follow the ‘green’ path of advertising. Day by day more companies join to achieve CO2 reduction targets, and the important thing, according to Impact+, is “to educate the industry about this and ask partners, workers and users who use Wi-Fi, to watch videos on YouTube , Netflix or different platforms with lower resolution, and that they take measures in this regard”. The objective of other agencies, media or multinationals joining the digital ‘net zero’ is to generate awareness and “from this awareness move towards a better understanding of the impact of advertising”.