Singapore – Broadsign and Scope3 today announced a partnership that sets the stage for more accurate, comprehensive carbon modeling of digital-out-of-home (DOOH) campaigns. As more brands seek to limit carbon emissions across their businesses, including marketing, the two companies have teamed up to expand the depth and precision of available DOOH emissions data.
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 CO2e per impression for DOOH screens by country and venue category.
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.
David Fischer, general manager of global adtech platforms at Scope3, said, “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. 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.”
He added, “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.”
Meanwhile, Bryan Mongeau, chief technology officer at Broadsign, commented, “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. 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.”
He added, “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.”
