Impact Plus: Omnichannel Studies + Green Deals
Company Profiles
Deal Partner Information
At the core of the offer is omnichannel measurement, available either as a one-off Study or through the always-on Environmental Sustainability Platform (ESP). A Study gives brands and agencies a detailed, analyst-led assessment of specific campaigns - an ideal starting point or pilot - while the ESP provides scalable, continuous measurement across the business. With either option, brands and agencies can measure the carbon emissions of their campaigns across all major media channels including print, DOOH, OOH, linear TV, audio, search and influencer marketing - alongside display, programmatic, social and direct-sold inventory - giving a complete and comparable view of campaign's impact.
On the reduction side, Impact Plus goes well beyond reporting. Guided by granular data and reduction guidance, marketers can optimise their campaigns against both environmental and performance metrics by activating the right levers at campaign and platform level, supported by benchmarking that lets buyers compare their KPIs against the market average. Whether clients begin with a single Study or deploy the ESP at scale, a team of sustainability and media analysts supports them end-to-end, from pilot studies through to global reduction initiatives.
The newest addition to this reduction toolkit is Green Deals. Developed by Impact Plus to align media performance with carbon reduction, Green Deals is an approach that selects the programmatic inventory that is most efficient in terms of both performance and carbon. In a pilot run in Frnace, the Green Deals approach demonstrated that business objectives and environmental requirements can be achieved simultaneously by rethinking how programmatic inventory is selected and activated, delivering reductions of roughly 45% in costs and 49% in carbon.
Crucially, all of this is designed to deliver sustainability gains whilst also improving media performance and ROI as well as helping advertisers meet tightening regulatory requirements such as the EU's Corporate Sustainability Reporting Directive (CSRD). The company is also a recognised standards-setter, having contributed to the Global Media Sustainability Framework (GMSF) and Ad Net Zero.
**Omnichannel Study**
A one‑off, omnichannel measurement study that evaluates the environmental footprint of a campaign across digital and non‑digital channels, with creative optimisation, insights and reduction recommendations
> What it delivers:
– Full emissions measurement across digital (inc. social, search influencer
marketing, DOOH, CTV), OOH, TV, print, radio, etc.
– Creative optimisation for video assets, granular insights and optimisation
recommendations
– Benchmarking against market performance
– A final report/dashboard with in-depth insights
> Why it matters:
– Gives agencies a credible sustainability measurement and reduction solution for clients
– Works for both digital and non‑digital agencies
– Adds value to end‑of‑campaign reporting and strengthens client relationships
**Green Deals** (Media Activation + Performance Optimisation)
Our premium programmatic offering helps brands and agencies to align media buying with purpose. A set of tailored programmatic deals designed to improve campaign performance while reducing media waste and carbon emissions. Curation seats across all the major SSPs including: Index, Magnite, Pubmatic and Equativ
> What it delivers:
– Tailored programmatic deals built to the campaign brief
– Improved performance metrics (e.g., viewability, CPCV, ROI)
– Reduced media waste → lower emissions as a by‑product
– Easy activation via existing DSP workflows
– Ideal for A/B testing to demonstrate uplift
– Clear reporting to help agencies tell both the performance and sustainability story
> Why it matters:
– Gives smaller agencies access to high-performing optimisation capabilities
– Creates a tangible point of differentiation in pitches
– Helps clients hit performance goals and sustainability goals without trade‑offs