As a result of the collaboration thus far, agencies and brands leveraging Scope3's carbon measurement platform can now access DOOH property and format emissions data for over 1 million screens globally when planning DOOH and omnichannel campaigns. Available insights include average CO2 emission per impression for DOOH screens by country and venue category, says the duo. 

Scope3 users can view this data alongside similar insights from web, mobile, social, CTV and other channels for more seamless carbon-conscious media planning and reporting. While DOOH is proven to augment omnichannel campaign performance, the data now available on Scope3's platform also demonstrates its carbon efficiency on a per-impression basis, reaffirming previous studies that illustrate the medium's carbon-efficiency advantage over other channels, adds the duo. 

Key findings based on the data collected by Scope3 and Broadsign to date include:

  • DOOH is the lowest carbon-emitting marketing channel on a per-impression basis (in countries where DOOH benchmarks are available).
  • The primary source of DOOH carbon emissions comes from the electricity that powers the screens. Key factors include operating hours, brightness settings and the electricity grid mix.
  • Approximately 95% of Broadsign-contributed screens fall at or below the median emissions level, considering factors like country and venue category.
  • Opting for high-quality, low-emitting screens that deliver strong performance without increasing carbon output and optimising campaigns for time of day can help advertisers reduce emissions, as certain hours may benefit from a more sustainable energy grid mix or higher foot traffic.

"There's a preconceived notion that DOOH is a high-emitting channel, but the data tells a more accurate story that accounts for its unique nuances," says David Fischer, GM of Global Ad Tech Platforms, Scope3. 

"Broadsign's expertise, insights and extensive inventory data are helping us refine our DOOH carbon measurement modelling to shed more light on the medium's impact. Agencies and brands that use Scope3 to inform omnichannel media strategies can now better understand DOOH's emissions, and media owners can set their inventory apart by offering insight into the carbon footprint of their screens," says Fischer. 

"Scope3 is the ad industry standard for carbon measurement, so partnering with them in the interest of the broader ad industry was a natural next step," says Bryan Mongeau, CTO of Broadsign. 

"As companies look to implement more sustainable practices, reducing ad campaign emissions will be an area of increasing focus and our collaboration with Scope3 provides a strong foundation to support this demand. It not only provides invaluable insights today but also paves the way for future innovations like dynamic campaign planning and real-time media plan adjustments based on carbon intensity; we're just getting started and have only begun to scratch the surface of what's possible," concludes Mongeau. 

For more information, visit www.broadsign.com. 

*Image courtesy of contributor