Which Green KPIs to use?

With the launch of the cross-media Carbon KPI per second of poster advertising, here are a few principles for carbon evaluation vs. standard campaign KPIs

WHY A Carbon KPI?
Reach, viewability completion and attention are no longer the only metrics raised by brands and agencies to highlight the benefits of a cross-media campaign. As well as measuring the carbon footprint of a campaign, it is now important to have metrics that reflect a campaign’s environmental performance.

WHICH Carbon KPI TO USE?

Here are the main ones that can be exploited across multiple media, mainly linear TV, Replay, Radio, Audio, OOh and of course Digital (Display, VOL...).

• xxkg / Co2e / euros

• xxkg / Co2e / contacts

• xxkg / Co2e / views

• xxkg / Co2e / impressions

• xxkg / Co2e / viewable second

• xxkg / Co2e / completed second

• xxkg / Co2e / truly viewed second
  
  FOR WHICH OBJECTIVE?
  Simplification through this scheme where sustainability, ROI and environmental approach can be co-analysed and managed.