Broadsign and Scope3 have announced a partnership aimed at improving the accuracy and depth of carbon modeling for digital-out-of-home (DOOH) campaigns. As brands increasingly seek to reduce carbon emissions across their operations, including marketing, the collaboration expands the availability of detailed emissions data for DOOH inventory worldwide.

As a result, agencies and brands using Scope3’s carbon measurement platform can now access DOOH property and format emissions data for more than 1 million screens globally when planning DOOH and omnichannel campaigns. Available insights include average CO2e per impression, categorized by country and venue type.

Scope3 users can compare this data alongside emissions insights from web, mobile, social, connected TV (CTV), and other media channels, allowing for more seamless carbon-conscious media planning and reporting. While DOOH is recognized for enhancing omnichannel campaign performance, the new data also highlights its efficiency in terms of emissions per impression, supporting previous studies that demonstrate DOOH’s lower carbon footprint compared to other channels.

Key Findings from Broadsign and Scope3 Data

• DOOH has the lowest carbon emissions per impression among marketing channels in countries where benchmarks are available.
• The primary source of DOOH carbon emissions is the electricity used to power screens, with key factors including operating hours, brightness settings, and the energy grid mix.
• Approximately 95% of Broadsign’s contributed screens fall at or below the median emissions level when considering location and venue category.
• Advertisers can reduce emissions by choosing high-quality, energy-efficient screens and optimizing campaigns for specific times of day when electricity sources are more sustainable or foot traffic is higher.

By expanding access to transparent and actionable emissions data, the partnership between Broadsign and Scope3 enables advertisers to make more informed, sustainability-driven media buying decisions, reinforcing DOOH’s role as an efficient and lower-impact advertising channel.