Optimized campaigns are more sustainable and have a lower negative impact on the environment. We can deliver effective qualitative results while maintaining a balance with a lower carbon footprint.
Two approaches to reducing the carbon footprint in advertising
Minimizing impact per impression
We look for balance, as most optimizations have a direct effect on reach.
Minimizing impact based on objectives
Reducing the number of (unnecessary) impressions while still achieving the same campaign goal.
Factors contributing to the carbon footprint include:
- Creative: size and duration – best practices include shorter videos and enriched creatives that deliver the message faster and more efficiently.
- Context: targeted device and type of internet connection – a good practice is targeting Wi-Fi connections and mobile devices.
- Campaign timing: electricity/carbon impact varies over time – on average it is lower during less intensive days, such as weekends.
The table shows different levels of carbon footprint reduction and their potential, as well as how practical they are to implement in real campaigns.
The goal is not to use only the most basic lightweight formats, but rather to think about how to achieve desired results with the smallest possible footprint.
The most common and simplest optimization best practices:
- Teads Studio templates already include creative optimization best practices.
- Video creatives should follow guidelines for shorter video ads to increase interactivity.
- Creative mix – when multiple creatives and derived formats are available within a campaign, the system has more opportunities to optimize (lighter creatives that still deliver excellent results).
“There is a balance to find between this new carbon KPI and qualitative KPIs.”