Scope3, a sustainability platform, has broadened its carbon measurement capabilities to encompass digital out-of-home (DOOH) advertising. This expansion has been facilitated through strategic partnerships with industry players such as Hivestack, JCDecaux ANZ, Go Media, Lumo, and VIOOH.

DOOH ad spend is projected to witness a substantial increase, growing from $17 billion in 2023 to nearly $24 billion by 2028. This makes the need for a comprehensive understanding of the carbon footprint of DOOH advertising more critical than ever.

Scope3's emissions model has been refined to consider the unique variables of DOOH advertising, including different screen types and venues. The model incorporates an 'impression multiplier' to account for DOOH being a one-to-many format. This granular and channel-specific data, including the geo-location's energy grid mix, allows for a precise understanding of the source of emissions and identification of reduction opportunities.

Brian O'Kelley, CEO and co-founder of Scope3, emphasised the importance of this development. 'Brands need a sustainability partner that can provide reliable emissions data for every channel in their media plans... This advancement marks both an exciting and important step forward in putting valuable and accurate DOOH emissions data into the hands of marketers,' he said.

Andreas Soupliotis, founder and CEO at Hivestack, echoed this sentiment. 'We are thrilled to announce our collaboration with Scope3 in supporting the application of their first-of-its-kind carbon emissions model for DOOH formats... This initiative goes beyond a singular outcome; it's about laying the foundation for a decarbonised ecosystem that will not only benefit advertisers, media owners, and data providers but will also pave the way for a more green future for DOOH advertising technology,' he stated.

Currently, attributes from 100,000 screens worldwide power the Scope3 DOOH emissions model, with plans to expand this number further. DOOH is now accessible via Scope3's API; the dataset will be available in the Scope3 collaborative sustainability platform (CSP) in 2024.

Scope3 is on a mission to decarbonise media and advertising. It offers a first-of-its-kind emissions model developed from open-source methodology to precisely measure the complex and interconnected advertising ecosystem. This move towards a more sustainable DOOH advertising model is a significant step in that direction.