DOOH goes green: Broadsign and Scope3 partner on carbon data

by marika_gabriel | 6 March 2025 3:05 pm

Montreal, Que.—Broadsign and Scope3 have partnered to enhance carbon modeling for digital-out-of-home (DOOH) campaigns, giving brands and agencies more precise emissions data when planning media buys.

Scope3’s carbon measurement platform now includes emissions data for more than 1 million DOOH screens worldwide as part of the collaboration. Advertisers using the platform can compare CO2e per impression for DOOH screens by country and venue category, alongside similar data for web, mobile, social, and connected TV.

Key findings

• DOOH has the lowest carbon emissions per impression among measured marketing channels.
• The primary emissions source is screen electricity usage, influenced by operating hours, brightness settings, and the energy grid mix.
• Around 95 per cent of Broadsign-contributed screens fall at or below median emissions levels for their location and category.
• Advertisers can reduce emissions even further by optimizing campaign timing and using lower-emission screens.

The real picture

“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,” said David Fischer, general manager of Global Ad Tech Platforms, Scope3. “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. 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.”

“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,” said Bryan Mongeau, chief technology officer of Broadsign. “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. 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.”

Source URL: https://www.signmedia.ca/dooh-goes-green-broadsign-and-scope3-partner-on-carbon-data/

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