Broadsign and Scope3 have announced a strategic partnership aimed at advancing the accuracy and comprehensiveness of carbon modeling for Digital-Out-of-Home (DOOH) campaigns. As brands increasingly focus on reducing carbon emissions across all operations, including marketing, this collaboration will provide deeper, more precise DOOH emissions data.
Through this partnership, agencies and brands using Scope3’s carbon measurement platform can now access emissions data for over 1 million DOOH screens worldwide. This data includes average CO2e per impression, categorized by country and venue type, helping advertisers make more informed, carbon-conscious decisions when planning DOOH and omnichannel campaigns.
The emissions data can be viewed alongside insights from other advertising channels, including web, mobile, social, CTV, and more—enabling a streamlined approach to sustainable media planning and reporting.
While DOOH is known to enhance the performance of omnichannel campaigns, the data now accessible on Scope3’s platform also highlights its carbon efficiency on a per-impression basis, reinforcing findings from previous studies that emphasize the medium’s sustainability advantages compared to 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.”
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