Eco-responsible advertising: adopt greener advertising!

Advertising remains an indispensable driver of growth and development for all businesses. But communicating, especially through poster campaigns, has an environmental cost. Limit the carbon footprint and pollution associated with conventional signage, and discover the alternatives available to you for more sustainable and more impactful marketing!

The environmental cost of conventional signage

Conventional signage is omnipresent in our societies. It can take many forms and rely on a variety of supports:

• The display in 4x3 format in urban areas and on communication routes;
• The ads on the urban furniture and in the public transport ;
• The ads in the malls, the stores And the venues welcoming the public;
• The display dedicated to the internal communication (posters in offices and premises);
• etc.

Thousands of advertisements are printed every day in France, in all formats, at a heavy environmental cost.

A direct impact on the environment

Pulp production is based on the use of chlorine, caustic acids, and solvents. Of chemicals are used during processing and shaping: methanol, caustic soda, peracetic acid, sulfuric acid, resins, hydrogen sulphide... Over the past several decades, enormous progress has been made to limit the release of pollutants into nature. While the paper industry is more sustainable, risks still exist.

The production of paper and the production of posters also generate greenhouse gases:

1. Production of raw materials;
2. Delivery of raw materials to the factory;
3. Paper pulp production;
4. Transport from the factory to the printer;
5. Poster printing;
6. Transport of the poster to the place of display;
7. Collecting the poster to the garbage dump;
8. Waste management or recycling.

Like many other human activities, conventional paper-based signage contributes to climate change, soil and air pollution. PVC panels, as an alternative to paper, also have strong environmental barriers.

Choose an eco-responsible conventional display

Do you want to adopt a more environmentally friendly practice? Paper can be part of an eco-responsible advertising strategy, provided you choose your suppliers carefully.

Wood is the raw material for producing paper, but you can reduce your environmental impact by focusing on:

• paper made from wood from sustainably managed forests ;

• recycled paper to reduce pressure on natural resources

You can also turn to printers that use natural inks, more respectful of nature. Several labels allow you to identify the most virtuous players in the sector:

• The FSC® label informs you that the wood used to make paper comes from forests managed according to environmental and social criteria;

• The PEFC label guarantees that the product comes from responsible sources;

• The European Ecolabel assures you that a finished product respects specific environmental qualities;
• The Imprim'vert® brand is awarded to printers who meet strict specifications.

You don't want to do without paper for your signage? Choose certified suppliers and committed will allow you to position yourself in an eco-responsible approach.

Digital signage, an ecological and performance alternative

Best alternative to conventional signage on paper, digital signage consists of Broadcast your messages on screens positioned in strategic locations for your communication. They can be installed in shop windows, in shopping malls, in shops, on business premises or outside.

The advantages of digital signage

Digital signage has a number of advantages compared to the conventional display.

You get total flexibility on the messages you broadcast. With a digital signage software, you rely on more impacting and more immersive multimedia content. You can broadcast videos, images, banners, and live content feeds to the screens of your choice, and customize the display on each screen. You can easily communicate about events, promotions, product launches or commercial events.

Real-time targeting also contributes to the success of digital signage solutions. You can Automatically personalize broadcast messages depending on weather conditions or even the audience present near a screen at a given moment. Facial detection makes it possible to estimate the gender or age of people located in the area of perception of the screen, and to personalize the message broadcast: for example, you can automatically push offers for women's clothing if women are in the majority around the screen.

The cost of creating content is very accessible in digital signage, and you can rely on templates to create new presentations, images or videos very quickly. The error is also possible: when a typo requires the reprinting of all the posters in your advertising campaign, a few minutes are enough to make the correction, which will be immediately broadcast on all screens.

Logistics management is non-existent : everything goes through the screen! You don't need to manage the delivery of new posters and their installation, and you don't have to worry about the multiplication of advertising formats. Each screen becomes a billboard, whose content is renewed remotely. By entrusting the management of your screen fleet to Cenareo, you have an availability rate close to 100% for fully delegated management.

Performance indicators can be more easily followed in digital signage. Solutions exist, for example, to precisely measure Reach, which corresponds to the number of people who saw a message over a given time. You can measure the performance of each screen or a fleet of screens on a given site by analysing the correlation between ad delivery and sales growth.

Eco-responsible digital signage

Digital technology also has an ecological cost, from the production and recycling of screens to the energy consumed for their operation. Simple solutions can reduce your carbon footprint: dynamic signage is then part of an eco-friendly and eco-responsible approach.

Choosing your hardware may be dictated by environmental considerations. Labels make it possible to identify the most ecological and least energy-consuming screens:

• The energy label displayed on any electronic product tells you about the power consumption of the screen. You can choose a class A to reduce your impact.
• The TCO label integrates ergonomic, environmental, energy savings and electromagnetic wave emission criteria.
• The EPEAT label focuses on energy consumption, the absence of dangerous substances or the lifespan of equipment.

Other labels and initiatives are offered by institutional or private actors, such as the label Ange Bleu Or the label Nordic Swan By choosing labelled screens, you are adopting a more sustainable device that reduces your ecological footprint.

Your use of digital signage can also commit to an eco-responsible approach.

A first tip, very simple, allows you to save energy while taking care of the environment: Switch off screens at night or outside of business hours.

You can also turn to a green electricity contract. All energy suppliers now offer this type of offer, and some suppliers have specialized in this market, such as Ilek or Enercoop. You thus limit the environmental impact of your energy consumption for your digital signage, but also for all of your installations.

Switch to eco-responsible advertising with Cenareo!

Cenareo offers an intuitive digital signage solution that can be deployed on parks of screens of all sizes. We allow you to maximize the impact of your communication.

Do you want to adopt a new generation of eco-responsible signage? Request a demo! We will take stock of your needs, and we will define a personalized approach, adapted to your project.