Broadsign and Scope3 Partner to Enhance Carbon Measurement in DOOH Advertising

Broadsign and Scope3 have joined forces to advance the accuracy and depth of carbon modeling for digital-out-of-home (DOOH) advertising. As businesses intensify efforts to minimize carbon footprints—including in marketing—this collaboration delivers enhanced insights into DOOH emissions, empowering brands to make more sustainable media-buying decisions.

Through this partnership, agencies and brands utilizing Scope3’s carbon measurement platform now have access to emissions data for over 1 million DOOH screens worldwide. This includes detailed insights into average CO2e per impression, categorized by country and venue type, offering greater precision for DOOH and omnichannel campaign planning.

By integrating DOOH emissions data with metrics from web, mobile, social, connected TV (CTV), and other advertising channels, Scope3 enables more holistic, carbon-conscious media strategies. While DOOH is recognized for boosting omnichannel campaign performance, the newly available data also reinforces its carbon efficiency on a per-impression basis, aligning with previous studies highlighting DOOH’s lower environmental impact compared to other advertising formats.

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Key Findings from the Broadsign and Scope3 Collaboration:

• DOOH ranks as the lowest carbon-emitting marketing channel on a per-impression basis in markets where benchmarks are available.
• The primary source of DOOH emissions is electricity consumption, influenced by factors such as operating hours, screen brightness, and the local electricity grid mix.
• Around 95% of Broadsign-contributed screens fall at or below median emissions levels when evaluated by country and venue type.
• Advertisers can further reduce emissions by selecting high-quality, low-energy-consuming screens and optimizing campaign timing to align with periods of lower carbon-intensive energy sources or higher audience 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,” shared David Fischer, GM, Global Ad Tech Platforms, Scope3. “Broadsign’s expertise, insights, and extensive inventory data are helping us refine our DOOH carbon measurement modeling 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.”

“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,” explained Bryan Mongeau, CTO, 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.”