Scope3 signs LUMO as a global launch partner for digital out of home carbon emissions model
Scope3, the collaborative sustainability platform focusing on decarbonizing media and advertising, has signed New Zealand-based digital out of home network, LUMO, as a global partner to help develop and launch a model that calculates and measures emissions from impressions delivered by digital-out-of-home inventory.
Established in 2022, Scope3 introduced a pioneering emissions model to map and calculate the carbon footprint of the digital advertising supply chain, assisting companies in making data-driven decisions for carbon reduction. The company collaborates with stakeholders across the media supply chain players, as well as major brands and agency-holding companies across the globe.
Since 2016, LUMO has been widely recognised for pioneering transparency in the DOOH sector – including the introduction of third-party verification, 24/7 livestream screen monitoring and reportable roadside audience measurement to the New Zealand market. This initiative sees LUMO take another move towards its commitment to full transparency and emissions reduction.
Says Joanna Georges, head of AU & NZ at Scope3: “Emissions from DOOH screens largely ties to the energy consumption of these screens, which can change a lot based on environmental conditions, electronic equipment quality, brightness settings and advertisement display requirements. We are pleased to count LUMO as one of the first media owners to provide us with this data for their screens.”
Building a trusted, live and open ecosystem “relies on us to lift the hood”, says Jack Plowright, LUMO’s GM of platforms and partnerships. Once live, the model will offer screen-level emissions on a per-play and per ’000 impression basis to be applied to pre and eventually, post-campaign emissions measurement.
Plowright continues: “As the partnership develops, the integration of respective platforms and data feeds will enable accurate measurement and seamless reporting of LUMO’s DOOH screens’ emissions. One that offers brands and our network the opportunity for reduction action.”