Broadsign and Scope3 have partnered to advance carbon emissions modeling for digital-out-of-home (DOOH) advertising, enabling brands and agencies to more accurately assess the environmental impact of their campaigns. The collaboration integrates Broadsign’s global DOOH inventory data with Scope3’s carbon measurement platform, offering insights into emissions across over 1 million screens worldwide.
Agencies and advertisers using Scope3 can now access detailed emissions data—including average CO2e (carbon dioxide equivalent) per impression—categorized by country and venue type. This information is available alongside emissions metrics for web, mobile, social, connected TV (CTV), and other channels, streamlining carbon-conscious planning and reporting for omnichannel campaigns.
Key Insights on DOOH Emissions
Data collected through the partnership reveals DOOH as the lowest carbon-emitting marketing channel on a per-impression basis in markets where benchmarks exist. Key findings include:
- Primary Emissions Source: Electricity consumption, influenced by screen operating hours, brightness settings, and regional energy grid composition.
- Performance Benchmark: Approximately 95% of Broadsign-connected screens operate at or below median emissions levels for their country and venue category.
- Optimization Strategies: Advertisers can reduce emissions by selecting high-performing screens with lower carbon output and scheduling campaigns during periods of higher renewable energy availability or foot traffic.
David Fischer, General Manager of Global Ad Tech Platforms at Scope3, emphasized the importance of data-driven insights. “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 and inventory data are helping refine our carbon measurement modeling, enabling brands to better understand DOOH’s emissions and media owners to differentiate their inventory.”
Bryan Mongeau, Chief Technology Officer at Broadsign, noted the partnership aligns with growing demand for sustainable advertising practices. “Scope3 is the ad industry standard for carbon measurement. Collaborating with them provides a foundation to support brands in reducing campaign emissions. This initiative also opens pathways for innovations like dynamic campaign planning based on real-time carbon intensity data.”
Implications for the Industry
The partnership addresses increasing pressure on brands to reduce emissions across marketing activities. By providing granular DOOH emissions data, advertisers can now compare the channel’s carbon efficiency against other media. Previous studies highlighting DOOH’s lower emissions relative to digital channels are further validated by the dataset.
As sustainability becomes a priority in media planning, Broadsign and Scope3 anticipate expanding their collaboration to include real-time adjustments and deeper integrations, enhancing the industry’s ability to balance campaign performance with environmental accountability.
For advertisers, the data underscores the value of leveraging DOOH’s dual advantage: augmenting audience reach while minimizing carbon footprints. With global scrutiny on corporate sustainability practices, such tools may soon become essential for compliant, transparent reporting.
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