{"id":14213,"date":"2023-07-19T10:55:58","date_gmt":"2023-07-19T08:55:58","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=14213"},"modified":"2023-07-20T14:07:10","modified_gmt":"2023-07-20T12:07:10","slug":"impact-ecologique-campagnes-digitales-andrea-peytier","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/impact-ecologique-campagnes-digitales-andrea-peytier\/","title":{"rendered":"Trois questions \u00e0 Andrea Peytier, Green Champion Keyade"},"content":{"rendered":"
\n
\"\"<\/figure>\n<\/div>\n\n\n

Nous avons r\u00e9cemment nomm\u00e9 deux Green Champions dans nos \u00e9quipes, dont Andrea Peytier. Quel est son r\u00f4le, sa motivation et ses ambitions ? Nous lui avons pos\u00e9 trois questions pour en savoir plus.<\/p>\n\n\n\n

Keyade : En quoi consiste la fonction de Green Champion Keyade ?<\/h2>\n\n\n\n

Andr\u00e9a : Les green champions sont les r\u00e9f\u00e9rents sur tous les sujets de d\u00e9carbonation du m\u00e9dia aupr\u00e8s des clients.<\/p>\n\n\n\n

En tant que Green Champion, je suis une r\u00e9f\u00e9rente de la d\u00e9carbonation chez Keyade. Quand un client pose des questions, le client lead pourra me demander les informations sur la mani\u00e8re de d\u00e9carboner les plans m\u00e9dia via de nouvelles solutions\u2026 J\u2019ai pour mission d’expliquer l’implication de Keyade dans toute la dimension \u00e9coresponsabilit\u00e9\/\u00e9cologique. M\u00eame si notre m\u00e9tier est digital, nos actions ont un vrai impact en mati\u00e8re de gaz \u00e0 effet de serre. Mais ce n\u2019est pas irr\u00e9m\u00e9diable\u00a0: nous pouvons mettre en place des solutions pour diminuer nos impacts.<\/p>\n\n\n\n

En tout premier lieu, nous pouvons calculer les \u00e9missions de nos publicit\u00e9s en ligne en nous appuyant sur des outils comme la calculatrice carbone d\u00e9velopp\u00e9e par WPP. Pour r\u00e9aliser un bilan d\u2019\u00e9mission des gaz \u00e0 effet de serre, elle se base sur un scoring pr\u00e9cis de toutes les plateformes media et formats : paid search, social media, displays, OOH, TV\u2026<\/p>\n\n\n\n

Nous sensibilisons aussi nos clients et nos prospects sur l’importance de la RSE. Mais heureusement, l\u2019impact \u00e9cologique est pour eux de plus en plus un crit\u00e8re de choix de leurs partenaires.<\/p>\n\n\n\n

Aller plus loin<\/strong> : Mesurer l\u2019impact \u00e9cologique de ses campagnes digitales<\/a><\/p>\n\n\n\n

L’\u00e9cologie est-il un sujet qui te concerne directement ?<\/h2>\n\n\n\n

Oui, c’est un sujet qui m’int\u00e9resse depuis toujours. Mes parents m’ont inculqu\u00e9 l’\u00e9cologie d\u00e8s mon plus jeune \u00e2ge. Mon p\u00e8re a un domaine avec 500 oliviers. Il a un mazet (un petit mas) dans le sud de la France, sans \u00e9lectricit\u00e9 ni eau. Et il a par exemple construit des citernes de la taille d\u2019une piscine pour \u00eatre autonome en eau et arroser les oliviers. On peut dire que j\u2019ai toujours baign\u00e9 dans cet environnement-l\u00e0.<\/p>\n\n\n\n

Et puis, concr\u00e8tement aujourd\u2019hui, j\u2019agis \u00e0 mon niveau : je fais le tri, je mange local, je fais attention \u00e0 ma consommation d’\u00e9nergie\u2026 Je pense que c’est important de respecter la plan\u00e8te et de limiter notre empreinte carbone.<\/p>\n\n\n\n

Quelles sont tes ambitions dans cette nouvelle fonction ?<\/h2>\n\n\n\n

On est au tout d\u00e9but de l\u2019aventure. On a encore beaucoup de choses \u00e0 faire pour am\u00e9liorer notre impact \u00e9cologique. La calculatrice carbone est un premier pas, mais elle ne prend pas encore en compte tous les param\u00e8tres, comme le nombre de personnes qui ont travaill\u00e9 sur la campagne, la dur\u00e9e d’allumage de l’ordinateur utilis\u00e9, le nombre de mails envoy\u00e9s (or on sait que c\u2019est un large facteur de pollution)\u2026<\/p>\n\n\n\n

De m\u00eame, il existe aussi des solutions tierces faciles \u00e0 mettre en place pour optimiser le poids des images ou des vid\u00e9os, comme Vidmizer video-engage (qui r\u00e9duit de 70 % le poids d\u2019une image \u00e0 qualit\u00e9 \u00e9gale), ou encore l’\u00c9coIndex, un site qui permet d\u2019\u00e9valuer l\u2019impact environnemental \u00e0 partir d\u2019une URL et attribue ensuite une note pour l\u2019ensemble du site, comme le score nutritionnel.<\/p>\n\n\n\n

Mon ambition est de pouvoir r\u00e9pondre aux questions des clients et de voir ensemble comment on peut am\u00e9liorer notre impact \u00e9cologique, en leur proposant des solutions adapt\u00e9es \u00e0 leurs besoins et \u00e0 leurs objectifs.<\/p>\n\n\n\n

Apr\u00e8s, il faut faire attention \u00e0 ce que nous communiquons, agence et annonceur. L\u2019environnement est un sujet sensible, car on peut vite se faire taxer de green washing si on ne d\u00e9montre pas la r\u00e9alit\u00e9 des actions mises en \u0153uvre. Il faut \u00eatre transparent et rigoureux.<\/p>\n\n\n\n

Cela \u00e9tant, au niveau agences et annonceurs, l’impact reste limit\u00e9 si tous les acteurs ne mettent pas en place des actions de r\u00e9duction de leur impact environnemental. Par exemple, si Google n’y va pas, on ne peut pas faire grand-chose !<\/p>\n","protected":false},"excerpt":{"rendered":"

Keyade s’engage pour un marketing digital \u00e9coresponsable. Notre engagement a deux visages. Andrea Peytier et Pauline Pacault. Et une voix. Celle d’Andrea qui nous pr\u00e9sente ses missions et son implication.<\/p>\n","protected":false},"author":1,"featured_media":14225,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"\nTrois questions \u00e0 Andrea Peytier, Green Champion Keyade - Keyade<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez le r\u00f4le crucial d'Andrea Peytier en tant que Green Champion Keyade et sa motivation \u00e0 d\u00e9carboner les m\u00e9dias.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.keyade.com\/fr\/blog\/impact-ecologique-campagnes-digitales-andrea-peytier\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trois questions \u00e0 Andrea Peytier, Green Champion Keyade - 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