New York – Scope3, the pioneering collaborative sustainability platform at the forefront of media and advertising decarbonization, has announced a significant expansion of its emissions measurement capabilities to include Digital Out-of-Home (DOOH) advertising. Partnering with industry leaders such as Hivestack, JCDecaux ANZ, Go Media, Lumo, and VIOOH, Scope3 has meticulously refined its model to measure the carbon footprint of this rapidly growing advertising channel.
With DOOH ad spend expected to surge from $17 billion in 2023 to nearly $24 billion by 2028, this move represents a crucial step toward comprehensively understanding the environmental impact of digital advertising on a global scale.
The expansion involves the integration of advanced features into Scope3’s emissions model, specifically tailored to account for the unique variables associated with DOOH advertising. This includes considerations for various DOOH screen types and venues, such as taxi screens or billboards. The model also introduces an impression multiplier, representing the average number of people within the proximity of a given screen, acknowledging that DOOH operates as a one-to-many format.
The granular and channel-specific data, including the geographical location’s energy grid mix, allows for a precise understanding of emission sources and identifies meaningful reduction opportunities. Notably, Scope3’s early findings challenge the misconception that smaller screens are always more sustainable, showcasing that the environmental impact is more nuanced.
Hivestack, a global DOOH ad tech company, played a pivotal role in providing insights and expertise to lay the foundation for Scope3’s emissions model. Ongoing support and adaptations to the model are facilitated by Hivestack, along with JCDecaux ANZ, Go Media, Lumo, and VIOOH – industry leaders who are the first to take decisive action to minimize the carbon footprint of DOOH advertising through Scope3.
Brian O’Kelley, CEO and co-founder of Scope3, emphasized the collaborative effort required to achieve this milestone: “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, expressed enthusiasm for the collaboration: “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, data from 100,000 screens worldwide power Scope3’s DOOH emissions model, with plans to expand this number further. The DOOH data is now accessible via Scope3’s API, and the dataset will be available in the Scope3 collaborative sustainability platform (CSP) in 2024.
Scope3 is a Public Benefit Corporation on a mission to decarbonize media and advertising. The company’s collaborative sustainability platform features a first-of-its-kind emissions model, offering precise measurements for the complex and interconnected advertising ecosystem. With a global team distributed across North America, Europe, and APAC, Scope3 is addressing the climate crisis by making it easy for everyone in the advertising ecosystem to visualize, measure, and reduce their carbon emissions.
Learn more at scope3.com.