New York – Scope3, a leading collaborative sustainability platform in media and advertising decarbonization, has announced a significant enhancement to its emissions measurement capabilities. The company has expanded its model to include Digital Out-of-Home (DOOH) advertising, partnering with industry leaders such as Hivestack, JCDecaux ANZ, Go Media, Lumo, and VIOOH. This development marks a crucial step in understanding and mitigating the environmental impact of digital advertising globally.
With DOOH ad spending projected to rise from $17 billion in 2023 to nearly $24 billion by 2028, Scope3’s expansion is timely and critical. The refined emissions model incorporates advanced features tailored to the unique aspects of DOOH advertising, including different screen types and venues like taxi screens and billboards. A key innovation is the introduction of an impression multiplier, which accounts for the average number of people within proximity to a screen, recognizing DOOH as a one-to-many advertising format.
The model leverages granular, channel-specific data, including the energy grid mix of geographical locations, to provide precise emission measurements and identify significant reduction opportunities. Early findings from Scope3 challenge the assumption that smaller screens are always more sustainable, highlighting the complexity of the environmental impact.
Hivestack, a global DOOH ad tech company, played an essential role in developing Scope3’s emissions model, providing insights and expertise. Continuous support from Hivestack, JCDecaux ANZ, Go Media, Lumo, and VIOOH ensures the model’s ongoing refinement and adaptation. These industry leaders are pioneering efforts to reduce the carbon footprint of DOOH advertising through Scope3’s platform.
Brian O’Kelley, CEO and co-founder of Scope3, emphasized the collaborative nature of this achievement: “Mapping and modeling a complex and interconnected media ecosystem can’t be done alone. It took a community of collaborators with deep channel expertise months of building and testing to bring DOOH measurement to life.”
Andreas Soupliotis, founder and CEO at Hivestack, echoed this sentiment: “This initiative goes beyond a singular outcome; it’s about laying the foundation for a decarbonized ecosystem that will not only benefit advertisers, media owners, and data providers but will also pave the way for a more green future for DOOH advertising technology.”
Currently, Scope3’s DOOH emissions model is powered by data from 100,000 screens worldwide, with plans to expand further. The DOOH data is now accessible via Scope3’s API, and the dataset will be integrated into the Scope3 collaborative sustainability platform (CSP) in 2024.
About Scope3:
Scope3 is a Public Benefit Corporation dedicated to decarbonizing media and advertising. The company’s collaborative sustainability platform features a unique emissions model that provides precise measurements for the interconnected advertising ecosystem. With a global team across North America, Europe, and APAC, Scope3 aims to address the climate crisis by enabling stakeholders in the advertising ecosystem to visualize, measure, and reduce their carbon emissions. Learn more at scope3.com.
