Broadsign and Scope3 offer carbon measurement model in DOOH

The collaboration between Broadsing y Scope3 opens new insights into DOOH campaign emissions for sustainability-minded media buyers and improves carbon footprint reporting.

Provide an accurate and detailed model of the carbon emissions from digital campaigns outside the home (DOOH) is the goal of collaboration between Broadsing y Scope3, with which both companies want to respond to the growing concern of brands to be more sustainable in your businesses and commercial initiatives.

Fruit of this association, is that agencies and brands using Scope3's carbon measurement platform can now access the emissions data DOOH properties and formats more than a million screens worldwide when they plan their campaigns, by country and location category.

Scope3 users can view this data along with similar information from the web, mobile, social networks, CTV and other channels to have a planning and reports more fluid and carbon-conscious media.

Although DOOH increases the performance of omnichannel campaigns, The data now available on the Scope3 platform also demonstrates its carbon efficiency per print, reaffirming previous studies that illustrate the advantage of this commercial medium over other channels.

“There is a preconceived idea that DOOH is a channel that broadcasts a lot, But the data tells a more accurate story that takes into account its unique nuances, says David Fischer, CEO of Scope3-. The Broadsign experience, “Their knowledge and extensive inventory data are helping us refine our carbon measurement model to shed more light on the environmental impact.”.

Agencies and brands using Scope3 to report on omnichannel media strategies can now better understand DOOH emissions, Just like media owners, they also have the ability to differentiate their inventory by offering information on the carbon footprint of their screens..

To Bryan Mongeau, Broadsign CTO, “Scope3 is the advertising industry standard for carbon measurement.”, so partnering with them was the natural next step. As companies seek to implement more sustainable practices, Reducing emissions from advertising campaigns will be an area of ​​increasing attention. Our collaboration not only provides very valuable information, “It also paves the way for future innovations such as dynamic campaign planning and real-time adjustments to the media plan.”.

Main conclusions

• DOOH is the marketing channel that emits the least carbon per impression (in countries where reference points for these supports are available).
• The main source of carbon emissions from DOOH comes from the electricity that powers the displays. Key factors are hours of operation, Brightness settings and power grid combination.
• Approximately the 95% of the screens provided by Broadsign are at or below the average emissions level, taking into account factors such as country and venue category.
• Opt for high quality and efficient screens, that offer high performance without increasing carbon emissions, and optimizing campaigns based on time of day can help advertisers reduce emissions, as certain hours can benefit from a combination of more sustainable electrical networks or greater foot traffic.