Add Row
Add Element
cropper
update

[Company Name]

update
Add Element
  • Home
  • Categories
    • Consultants
    • Attorneys & Legal
    • CPAs & Accountants
    • Financial Professionals
    • Marketing
    • Business
    • App Marketing
    • Comparison Zone
    • Checklist Hub
    • Monthly Highlights
    • Industry Trends
    • Reputation
    • Social Media
    • Funnel Automation
    • Paid Traffic | Performance Marketing
    • Book Review
March 07.2025
3 Minutes Read

Broadsign and Scope3 Partner for Sustainable DOOH Advertising

DOOH advertising carbon measurement collaboration logo of Broadsign and Scope3.

Innovative Partnership for Carbon Measurement in DOOH

In a significant move, Broadsign and Scope3 have forged a partnership that aims to advance carbon measurement in the booming sector of digital out-of-home (DOOH) advertising. As environmental concerns mount, brands are increasingly pressured to limit their carbon footprints across all business functions, especially marketing. This collaboration promises to provide brands with more precise metrics and insights necessary to implement sustainable advertising solutions.

Understanding the Carbon Footprint of DOOH Advertising

DOOH advertising has distinct characteristics that set it apart from traditional digital media. Advertising on large outdoor screens, such as those in prominent locations like Times Square, allows reaching multiple viewers simultaneously, capitalizing on high foot traffic. However, the electricity required to power these digital billboards represents a considerable portion of carbon emissions associated with DOOH campaigns.

Key factors influencing emissions include the operating hours of screens, brightness settings, and the electricity grid mix at the location of the screens. As such, much of the CO₂ emissions arise during the ad's usage phase, raising the stakes for agencies aiming to balance visibility with sustainability.

The Power of Data to Drive Change

With the partnership, Broadsign users can tap into Scope3’s advanced carbon measurement methodologies, which leverage data from over a million screens globally. This access allows brands to compare the carbon emissions generated by DOOH with other advertising channels, facilitating informed decision-making that aligns with sustainability goals.

Initial findings indicate that DOOH is notably efficient in terms of its carbon footprint per impression. Utilizing innovative metrics to measure emissions per play not only enhances the transparency of campaign performance but also aids brands in selecting lower-carbon alternatives when planning their ads.

Strategies for Sustainable DOOH Advertising

The partnership also highlights actionable strategies that brands can implement to create a more sustainable advertising model. These include:

  • Partnering with sustainability-minded organizations: Collaborators such as Scope3 can connect brands with media owners offering verified screen-level emissions data, potentially elevating their environmental responsibility.
  • Choosing high-quality, low-emission screens: Brands are encouraged to select screens that not only captivate audiences but do so with minimal carbon output, thus improving overall campaign performance while contributing to a lower carbon footprint.
  • Optimizing campaigns for time of day: Certain hours, especially during peak times or when renewable energy sources are abundant, afford better opportunities for effective advertising with reduced emissions.

For example, a collaboration between Scope3 and JCDecaux Australia demonstrated that by adjusting ad placements to optimize carbon savings, brands could achieve a carbon reduction of up to 28% simply by shifting 5% of their ad plays to lower-carbon screens.

Looking to the Future: Trends in Sustainable Advertising

As sustainable practices become increasingly mainstream, the ad industry must adapt. This partnership between Broadsign and Scope3 marks a pivotal step towards integrating sustainability into the core of advertising strategies. Future innovations could include dynamic campaign adjustments in real-time based on current carbon intensity levels, providing brands even greater control over their environmental impacts.

“There’s a preconceived notion that DOOH is a high-emitting channel, but the data narrates a more nuanced story,” explained David Fischer of Scope3. As agencies and brands look to implement greener practices, partnerships such as this underline the growing need for environmental accountability in marketing practices.

Conclusion: Embracing Sustainable Options in DOOH Advertising

For small businesses looking to stay ahead in a competitive market, this partnership not only offers insights but also top-tier tools to refine marketing approaches while contributing to sustainability. As the advertising landscape evolves to focus more hotly on sustainability, leveraging these findings and practicing responsible advertising can distinguish brands in the minds of consumers.

To explore more about how this collaboration can help you implement sustainable practices in your advertising strategy, consider reaching out to both Broadsign and Scope3 today.

Marketing

3 Views

0 Comments

Write A Comment

*
*
Related Posts All Posts
07.28.2025

How Ryan Reynolds Helped Astronomer Create Viral Marketing Gold

Update Ryan Reynolds Turns Crisis into Comedy: The Story Behind the Viral Video In a world where social media can make or break a brand overnight, Ryan Reynolds’ Maximum Effort production agency has demonstrated a unique flair for transforming potential pitfalls into opportunities. The latest case? Astronomer's viral video featuring Gwyneth Paltrow, which has garnered over 36 million views on X/Twitter and continues to delight audiences on other platforms. The Backstory: A Crisis PR Masterclass Astronomer's recent viral moment was sparked by a surprising incident at a Coldplay concert, involving its former CEO and head of HR who were seen embracing in a rather controversial context. This unexpected publicity could have seriously tainted the company's image, but instead, it set the stage for a clever marketing strategy. With Reynolds at the helm, the approach turned a potentially damaging situation into a witty advertisement that not only reassured existing customers but also attracted new interest. The Video That Captured Hearts Released on a Friday, the video featured Paltrow in a playful yet poignant manner, addressing questions like “OMG, what the actual f,” which perfectly encapsulates the company’s approach to transparency and humor during tumultuous times. Utilizing tongue-in-cheek humor, the ad promotes the company’s services while adding a personal touch through its temporary celebrity spokesperson. The Power of Influencer Partnerships From actors to athletes, the landscape of marketing is evolving, especially for small businesses seeking to make a splash within their niches. By collaborating with figures like Gwyneth Paltrow, brands can leverage an influencer's extensive reach and established trust with audiences. Astronomer's partnership with Maximum Effort highlights the effectiveness of such collaborations, turning a potentially damaging narrative into a feel-good story that resonates with viewers at scale. Measuring Success: The Metrics of Virality As the views continue to pile up, Astronomer is already seeing significant return, with interactions across social media platforms reflecting a positive trajectory for their brand perception. Having a viral sensation can greatly enhance brand visibility and engagement, contributing to long-term customer retention and acquisition. Conclusions: Marketing Lessons from the Astronomer Saga The story of how Ryan Reynolds and his agency turned a moment of crisis into a viral triumph is an empowering reminder for small businesses. Here are valuable insights drawn from this marketing feat: Embrace Humor: Sometimes a light-hearted approach can ease consumer anxieties, especially during challenging times. Capitalize on Trends: Moving quickly to create content that reflects current events can place businesses ahead of competitors. Engage with Authenticity: Paltrow’s candidness and relatable humor bridged a gap that made the brand feel more accessible. As we dissect this fascinating marketing case, it’s evident that brands willing to adapt and embrace unconventional strategies can find great success in the ever-evolving landscape of social media marketing.

07.28.2025

Why Consumers Distrust Influencer Marketing More Than Traditional Advertising

Update Understanding the Shift: Consumers’ Distrust in Marketing In an era of digital saturation, trust in marketing channels is paramount for small businesses trying to make their mark. Recent studies reveal a startling trend: consumers harbor greater skepticism toward influencer marketing compared to traditional advertising. This shift presents both challenges and opportunities for brands looking to navigate the complex digital landscape. Statistics That Highlight the Distrust A survey by the American Marketing Association found that nearly 60% of consumers expressed distrust towards influencer-sponsored content, a figure significantly higher than the 45% distrust recorded for traditional advertisements. As influencers take center stage in marketing strategies, this disparity raises critical questions about the effectiveness and authenticity of these collaborations. The Importance of Authenticity in Influencer Partnerships For small businesses, the essence of influencer marketing lies in authenticity. Influencers are often seen as relatable figures, able to connect with audiences on a personal level. However, when their endorsements lack genuine connection or transparency, trust erodes rapidly. Businesses should prioritize influencers who genuinely align with their brand ethos and who foster real relationships with their followers. Implications for Small Enterprises For small business owners, understanding consumer sentiment is crucial. The distrust of influencer marketing could signal a return to traditional marketing practices or highlight the need for a more hybrid approach that balances influencer strategies with proven advertising methods. Given the unpredictability of consumer behavior, retaining a flexible marketing approach will benefit businesses in reaching their target audiences effectively while rebuilding trust. Leveraging Alternate Marketing Avenues In light of this skepticism surrounding influencers, small businesses might consider diversifying their advertising strategies. Tactics such as user-generated content, where actual customers share their experiences, can create a more authentic representation of a brand. Encouraging reviews and fostering community can help shift perceptions while enhancing credibility. Future Trends in Marketing As consumer preferences continue to evolve, the marketing landscape will redefine itself. Surveys show that brands prioritizing honesty, quality, and customer engagement will resonate more with skeptical consumers. In the coming years, we may see a trend towards brands creating deeper connections with their audiences through shared values and transparency, whether in influencer collaborations or direct marketing efforts. Building Trust One Step at a Time The battle for consumer trust isn't easily won; it requires strategic planning and execution. Small businesses should be mindful of aligning their marketing efforts with consumer expectations. Utilizing thorough data analytics, businesses can tailor their marketing campaigns to address potential pain points, ensuring they resonate well with their intended audience. Actionable Insights for Small Businesses Evaluate existing influencer partnerships for authenticity and alignment. Explore new marketing channels to enhance credibility, such as user-generated content. Emphasize ongoing engagement with consumers to foster trust. The distrust in influencer marketing serves as a lesson for brands: authenticity and transparency are essential to maintain consumer loyalty. As small businesses continue to adapt, leveraging direct consumer relationships may help bridge the gap in trust where influencer marketing has fallen short. Ultimately, trust is built over time through consistent and genuine interactions. By pivoting their strategies and staying true to their values, small businesses can navigate the evolving landscape of marketing effectively.

07.25.2025

How Google Weathered Advertising Turmoil: Key Stats That Matter for Small Businesses

Update Google's Resilience Amid Advertising Challenges The digital advertising landscape is undergoing significant transformations, influenced by a confluence of economic pressures and technological advancements. Google, however, has proven adept at navigating this tumultuous environment. In their Q2 2025 report, the tech giant showcased its remarkable performance amid challenges caused by tariffs and the growing prominence of artificial intelligence (AI) in advertising. The Rise of Generative AI in Advertising One of the standout statistics from Google's earnings report is the dramatic increase in the adoption of generative AI tools among advertisers. With over 2 million advertisers now leveraging these advanced tools—a 50% rise from the previous year—Google is clearly setting the standard for AI-driven advertising solutions. This surge highlights a critical shift in how businesses interact with digital platforms, positioning generative AI as not merely a tool, but a cornerstone of modern marketing strategies. YouTube's Growing Popularity for Sports Broadcasting YouTube has become increasingly valuable, particularly in the realm of sports broadcasting, where it saw a staggering 40 billion hours of sports content watched annually. This surge denotes not just a growing viewer base but also a recognition of YouTube as an essential platform for advertisers targeting sports enthusiasts. With Google prioritizing live sports content on YouTube, small businesses can leverage this trend to create targeted advertisements that resonate with a highly engaged audience. Financial Performance That Defies Trends In a climate marked by hesitancy in digital advertising spending, Google's Q2 ad revenue was impressive, reaching $71.3 billion, reflecting a 10.4% year-over-year increase. The search and other segment alone contributed $54.2 billion, demonstrating robust growth across multiple consumer sectors, including retail and finance. This performance highlights the resilience and adaptability of Google's advertising model, encouraging small businesses to consider investing in digital advertising as a potential growth avenue. The Future of Advertising: Insights and Predictions As the advertising ecosystem evolves, the integration of AI technologies presents both opportunities and challenges for small businesses. While some advertisers express concern over the loss of control and transparency with AI-driven campaigns, the promise of better performance—potentially leading to a 14% increase in conversions—could outweigh these hesitations. Small businesses looking to remain competitive should consider embracing AI solutions to enhance their advertising efforts and achieve greater efficiency in their campaigns. Making Informed Advertising Decisions in 2025 For small business owners, understanding the current trends in digital advertising is essential. Google's performance indicates that businesses can achieve substantial results through strategic investments in AI and innovative ad formats. By jumping on the generative AI bandwagon and utilizing platforms like YouTube effectively, businesses can optimize their advertising efforts and reach niche audiences effectively. Call to Action As you navigate the complexities of the current advertising landscape, consider integrating AI-driven advertising solutions into your strategy. Utilizing tools like Google's generative AI can unlock new opportunities, enhance audience engagement, and drive better performance. Don't let the current economic climate deter you—leverage these insights to propel your business forward in 2025.

Terms of Service

Privacy Policy

Core Modal Title

Sorry, no results found

You Might Find These Articles Interesting

T
Please Check Your Email
We Will Be Following Up Shortly
*
*
*