{"id":14243,"date":"2023-07-19T12:00:55","date_gmt":"2023-07-19T10:00:55","guid":{"rendered":"https:\/\/www.keyade.com\/fr\/?p=14243"},"modified":"2023-07-20T09:42:40","modified_gmt":"2023-07-20T07:42:40","slug":"mesurer-impact-ecologique-campagnes-digitales","status":"publish","type":"post","link":"https:\/\/www.keyade.com\/fr\/blog\/mesurer-impact-ecologique-campagnes-digitales\/","title":{"rendered":"Mesurer l\u2019impact \u00e9cologique de ses campagnes digitales"},"content":{"rendered":"\n<p class=\"has-black-color has-text-color\"><strong>\u00c9valuer l\u2019impact carbone de ses campagnes SEA ? C\u2019est le d\u00e9fi relev\u00e9 avec notre client Jacadi, gr\u00e2ce \u00e0 une calculette propri\u00e9taire.<\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"690\" height=\"388\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/07\/impact-ecologique-campagne-digitale-header.png\" alt=\"\" class=\"wp-image-14337\"\/><\/figure>\n\n\n\n<p>Commen\u00e7ons par un petit point l\u00e9gal. Depuis l\u2019\u00e9t\u00e9 2010 et la loi Grenelle II portant engagement national pour l\u2019environnement (loi ENE), <strong>les entreprises employant plus de 500 personnes et d\u00e9tenant un si\u00e8ge social ou disposant de plusieurs \u00e9tablissements en France m\u00e9tropolitaine et celles embauchant 250 collaborateurs en outre-mer doivent r\u00e9aliser tous les quatre ans un bilan des \u00e9missions de gaz \u00e0 effet de serre<\/strong> (BEGES). Celui-ci doit \u00e9galement inclure les \u00e9missions indirectes associ\u00e9es aux produits achet\u00e9s. Cela comprend les achats de service, tels que le conseil, les \u00e9tudes techniques ou encore la publicit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Carbon calculator GroupM<\/h2>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"605\" height=\"307\" src=\"https:\/\/www.keyade.com\/fr\/wp-content\/uploads\/2023\/07\/carbon-calculator.png\" alt=\"capture d'\u00e9cran de la calculatrice carbone de GroupM\" class=\"wp-image-14251\"\/><\/figure>\n\n\n\n<p>Pour r\u00e9pondre aux besoins des clients de l\u2019ensemble du groupe, GroupM a d\u00e9velopp\u00e9 sa propre calculatrice carbone. Elle permet de r\u00e9aliser des bilans pour l\u2019ensemble des activit\u00e9s li\u00e9es \u00e0 la communication et au marketing digital.<\/p>\n\n\n\n<p>La calculatrice analyse l\u2019impact des campagnes par canal digital et physique, par appareil, type de papiers, r\u00e9gion, etc. Le poids de l\u2019impact est ensuite calcul\u00e9 en kilogrammes ou kilobits (poids num\u00e9rique) par publicit\u00e9, multipli\u00e9 par le nombre d\u2019impressions ou de copies imprim\u00e9es. La calculatrice tient \u00e9galement compte de l\u2019impact carbone du support sur lequel la publicit\u00e9 est diffus\u00e9e (affichage papier, cin\u00e9ma, t\u00e9l\u00e9, smartphone,&nbsp;etc.).<\/p>\n\n\n\n<p>L\u2019outil int\u00e8gre plus de 300 variables, comme la distance parcourue pour le cas de publicit\u00e9s papiers, le type d\u2019appareils ou la r\u00e9gion de diffusion. En effet, selon le lieu de diffusion, le type d\u2019\u00e9nergie, et donc son facteur d&rsquo;\u00e9mission de CO<sub>2<\/sub>, diff\u00e8rent. Ainsi, le taux d\u2019\u00e9mission n\u2019est pas le m\u00eame en France (o\u00f9 l\u2019\u00e9lectricit\u00e9 est majoritairement d\u2019origine nucl\u00e9aire) de l\u2019Allemagne (o\u00f9 elle est principalement issue de centrales \u00e0 combustibles fossiles).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Peser ses campagnes SEA&nbsp;: le cas Jacadi<\/h2>\n\n\n\n<p>Pour r\u00e9aliser le bilan carbone de Jacadi et de l\u2019ensemble du groupe IDKids, la directrice e-commerce et responsable RSE de Jacadi a demand\u00e9 \u00e0 l\u2019ensemble de ses partenaires de lui remettre l\u2019impact carbone g\u00e9n\u00e9r\u00e9 par les services assur\u00e9s pour eux.<\/p>\n\n\n\n<p>Comme nous g\u00e9rons le SEA pour Jacadi, nous avons r\u00e9alis\u00e9 le bilan carbone pour les campagnes Google Ads et Bing Ads. Le calcul s\u2019est bas\u00e9 sur les impressions des diff\u00e9rents m\u00e9dias, via le prisme des contenus diffus\u00e9s (image, texte, vid\u00e9o, etc.) et des informations techniques pour chaque m\u00e9dia (taille de l\u2019image, poids des vid\u00e9os en kb ou Mb). Nos \u00e9quipes ont tenu compte du pays d\u2019origine, pour mesurer le taux d\u2019\u00e9mission par kilowatt, mais aussi le type d\u2019appareil o\u00f9 les impressions se sont r\u00e9alis\u00e9es&nbsp;: mobile, tablette, desktop ou t\u00e9l\u00e9.<\/p>\n\n\n\n<p>Pour les campagnes enti\u00e8rement automatiques, telles que Performance Max, nous avons utilis\u00e9 un script adapt\u00e9 par nos \u00e9quipes R&amp;D qui permet d\u2019\u00e9valuer l\u2019impression par canal et appareil.<\/p>\n\n\n\n<p>La calculatrice \u00e9tablit un bilan carbone d\u00e9taill\u00e9 par m\u00e9dia et canal. Il remet ensuite un montant d\u2019\u00e9missions pr\u00e9cis en kgCO<sub>2<\/sub>e (\u00e9quivalent CO<sub>2<\/sub> en kilogrammes), permettant \u00e0 Jacadi d\u2019\u00e9valuer son BEGES global g\u00e9n\u00e9r\u00e9 par l\u2019ensemble de son activit\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">T\u00e9moignage client<\/h2>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-medium-font-size\">\u00ab&nbsp;Nous avons \u00e9t\u00e9 ravis d\u2019apprendre que Keyade a d\u00e9velopp\u00e9 un outil pour \u00e9valuer l\u2019impact carbone des campagnes qu\u2019ils op\u00e8rent&nbsp;! La RSE est pour eux, comme pour nous, au c\u0153ur de nos valeurs. Nous avons en effet d\u00e9fini une trajectoire de r\u00e9duction de nos \u00e9missions de gaz \u00e0 effet de serre pour contribuer \u00e0 limiter le r\u00e9chauffement climatique \u00e0 1,5 \u00b0C.&nbsp;\u00bb<\/p>\n<cite>Delphine Audibert, Directrice Digital, Jacadi<\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"<p>Mesurer l&rsquo;impact \u00e9cologique de nos campagnes digitales avec pr\u00e9cision ? Jacadi nous l&rsquo;a demand\u00e9. Gr\u00e2ce \u00e0 la calculatrice carbone de GroupM, nous avons pu leur apporter les donn\u00e9es chiffr\u00e9es pour leur campagne SEA !<\/p>\n","protected":false},"author":1,"featured_media":14335,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-14243","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-non-classe"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Comment mesurer l&#039;impact carbone de vos campagnes SEA ? - Keyade<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez comment notre outil de calcul carbone a permis \u00e0 Jacadi de contribuer \u00e0 ses objectifs RSE et de r\u00e9duire ses \u00e9missions de gaz \u00e0 effet de serre.\" \/>\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\/mesurer-impact-ecologique-campagnes-digitales\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Comment mesurer l&#039;impact carbone de vos campagnes SEA ? 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