Broadsign and Scope3 have partnered to improve carbon modeling for digital-out-of-home (DOOH) advertising campaigns. This collaboration enables agencies and brands using Scope3’s platform to access emissions data for over one million DOOH screens globally, including average CO₂e per impression by country and venue category. Scope3 users can now compare this data alongside other channels such as web, mobile, social, and CTV, facilitating more sustainable media planning.
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Key findings indicate that DOOH is the lowest carbon-emitting marketing channel on a per-impression basis in available countries, with primary emissions stemming from screen electricity usage. David Fischer, GM of Global Ad Tech Platforms at Scope3, noted, “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.” Bryan Mongeau, CTO of Broadsign, added, “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.” This initiative not only provides valuable insights but also lays the groundwork for future innovations like dynamic campaign planning and real-time media plan adjustments based on carbon intensity.