Broadsign and Scope3 are working together to allow for more accurate carbon emissions measurement of DOOH campaigns.

Through the collaboration, the companies say that agencies and brands that use Scope3’s carbon measurement platform can access DOOH property and format emissions data for over one million screens around the world.

When planning their campaigns, advertisers can call up insights such as average CO2 emissions per impression for DOOH screens by country and venue category, as well as to see carbon efficiency on a per impression basis. Scope3 users can view this data alongside similar insights from web, mobile, social, CTV, and other channels.

The primary source of DOOH carbon emissions comes from the electricity that powers screens. Key factors include operating hours, brightness settings, and the electricity grid mix. The data has also shown that DOOH is the lowest carbon-emitting marketing channel on a per/impression basis in countries where DOOH benchmarks are available.

The research shows that opting for high-quality, low-emitting screens that deliver strong performance without increasing carbon output and optimizing campaigns for time of day can help advertisers reduce emissions. The research finds that certain hours may benefit from a more sustainable energy grid mix or higher foot traffic.

In addition, almost all (95%) of Broadsign screens fall at or below the median emissions level. More than 1.5 million static and digital signs run on the Broadsign platform, including those of media owners Outfront and Pattison Outdoor.