Summary
This section provides an overview of the methodology that will be applied to the GHG assessment. It defines why the specific data is relevant, how it will be measured, and what categories or frameworks are used.
Why consider emissions from physical advertising?
This emission source is complementary to our digital ads analysis, and allow us to have a complete expertise on this subject
These emissions are usually categorized as service purchase, a scope where activity data is usually difficult to use
Type of raw data
Purpose: We’re looking for data about type of advertising (Paper, DOOH, TV, Radio), number of spot/prints and different specifications depending on the type
Granularity: Size of the print, type of paper, length of the spot, country of diffusion
Measurement: The size is selected with a dropdown, the lenght is in seconds.Example Data Format:-Granularity: At the campaign level Important Note: Refer to the Data Collection Guide for more details.General information
Advanced module
Print
You can select format using a dropdown, but we won’t need the same information for every format. For all the magazine/newspaper ones, we need to know if the ad is printed recto-verso, and in color or Black& White. For all the outdoor formats, we assume the ad is using the whole page (the verso isn’t used for something else), and is printed in color.DOOH (Digital Out Of Home)
We only need the total number of spots, their length in seconds and the country of diffusion. If the total number of spots is unknown, an estimation is acceptableTV/Radio
It is similar to DOOH, we only need to know if it is a TV or Radio ad.
Processing between methodologies
The only difference is for the Print/paper ads, where you have the choice to count (or not) the end-of-life treatment of the paper
If you are printing the paper, or buying it to distribute it, you should count it
If you are only buying the service, you should select the option “Remove end of life impacts”
Types of emission factors
All sources are listed in the analysis file
The main sources are: ADEMExARCEPxARCOM study on audiovisual impact, ADEME study on advertising screens, ADEMExARCEP study on networks and datacenters, IEA for electricity
PrintAn emission factor has been created for each option possible, based on Ecoinvent emission factors for printed paper, taking into account the paper, ink and printing process.
Then, we use an ADEME emission factor for starch glue in the case of outdoor ads
An offset of 10% is used to account for the transport, delivery and installation
DOOHMost of the hypothesis come from the ADEME study on the subject, for an LCD screen of 2m2.
The impacts are taking into account that the screen is only active 18h per day. The remaining 6 hours are re-attributed using a ratio. (So when the screen is used 1h, the accounted impact is 1h of use and amortization + a share of stand-by use and amortization impact)
TV/RADIOAll our hypothesis and figures come from the study from ADEME on audiovisual impact.
Additional information
This module is following the GARM/Ad net zero framework, developed by media agencies internationally to build guidelines on how to measure emissions from advertising. This is the same framework that is followed by our digital ads studies, and the most followed globally.