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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.
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