Scope3 expands Carbon Measurement Capabilities to include DOOH advertising

Scope3 today announced the addition of digital out-of-home (DOOH) to its emissions measurement. This expansion includes advancements to Scope3's emissions model to consider the unique variables of DOOH advertising.

The Scope3 DOOH emissions model incorporates an impression multiplier which represents the average number of people within the proximity of a given screen to account for DOOH being a one-to-many format. This more granular data allows for a more precise understanding of the source of emissions and identification of meaningful reduction opportunities.

Partnerships with Hivestack, JCDecaux ANZ, Go Media, Lumo, and VIOOH enabled Scope3 to build and refine the model for measuring this growing channel. These partnerships bring together a diverse range of expertise from the DOOH industry, ensuring that the model is accurate and reflects the realities of this fast-evolving sector.

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