Understanding the Carbon Footprint of your Advertising Spend

1. Understanding the carbon footprint of your advertising spend March 2009 © The Gaia Partnership Commercial in confidence

2. If you are promoting your business, products or services as ‘Green’ you need to take responsibility for the additional carbon emissions caused by advertising.

3. Until now the carbon emission impact from marketing was calculated on the total amount of marketing spend. This greatly overstates the CO2 being generated regardless of the media channel being used. This meant the only way to reduce emissions was to cut your marketing budget

4. The CO2counter allows marketers to measure the emissions from each of the individual media channels. This allows CO2 to be used as another factor in the buying decision process

8. Types of reporting

9. Tracking against spend

10. Total CO2 Breakdown by channel

11. Breakdown of CO2 by channel as %

12. Progress tracking against previous measurement

13. Offset cost at local current rate