Achievements

This comparative study, produced for Ademe in collaboration with Adeline Gabay and Tide, is part of the French Act 2021-1104 of 22 August 2021 on fighting climate change and building resilience to its effects, and was submitted to the Government and Parliament at the end of 2024.

The first part of the study focuses on the market and characterises the practices of food superstores and specialised superstores with regard to unaddressed printed advertising materials (IPSAs) and their digital equivalents for drive-to-store communications purposes.

In the 2nd part of the study, dedicated to the environmental impact of paper and digital campaigns, six campaign profiles representative of practices were modelled, mixing the activation of paper IPSAs and digital channels (search engine, mobile application, email, sms, social networks, website, online video, programmatic advertising). Analyses of their environmental impact have been carried out, and a number of recommendations for reducing their impact have been made to the advertising industry, public authorities and the general public.

The research was based on a series of interviews and written feedback from stakeholders and experts in the sectors concerned, combined with a literature review that gave us a broad, though not exhaustive, view of the potential uses of digital technology in each sector.

A qualitative analysis of 30 solutions then allowed us to explore in more depth the mechanisms by which these solutions are expected to support the objectives of the ecological transition in the French context, and to lay the foundations for a net impact analysis that will be carried out on a subset of solutions in the remainder of this study.

We had the great pleasure of accompanying Estelle Soleillant and Matthieu Delsaut, respectively digital innovation project manager and studies and development project manager at the Rennes city Communications Department, and Guillaume Rouan, in charge of digital media at the cultural center Les Champs Libres.

Having embarked on an LCA process for digital services and communication campaigns, their vision has profoundly evolved.

“Over and above the service itself, this collaboration has enabled us to become more aware of and more proficient in LCA methodology. This was the first step towards more sustainable communication, in line with our values of public service and general interest. Today, we’re continuing our progress, with the aim of making these results accessible and mobilizable by our teams, as part of a common good approach.”

To cover a heterogeneous infrastructure, with one part virtualized with VMWare hypervisors and another made up of physical Windows Server and Red Hat Entreprise Linux servers, Easyvirt called on Hubblo to complement its CO2Scope solution, which monitors GHG emissions from VMWare infrastructures. The development of Windows Server support made it possible to integrate Scaphandre, an open-source agent for monitoring energy consumption, into this infrastructure, to provide energy metrics for physical servers. Hubblo was also involved in packaging and deploying the agent on Linux and Windows servers, as well as uploading data to the CO2Scope platform.

As a result, Easyvirt’s customers are able to objectively monitor the evolution of their infrastructure’s GHG impact, in line with hardware and software developments, upgrades, architectural changes, etc.