JCDecaux, a global provider of out-of-home advertising, has launched a solution for advertisers to measure and reduce campaign carbon emissions.
The solution offers pre-selected lower-emission programmatic networks powered by Scope3.
JCDecaux says networks across Small Format, Rail, and Large Format reduce emissions by 31-53% compared to the Scope3 digital OOH benchmark.
"Understanding and reducing carbon emissions can be daunting for advertisers, so we’ve made it simple," said Brad Palmer, national programmatic director for JCDecaux.
"Our ready-made, lower-emission programmatic packages take the guesswork out of sustainable media buying, giving brands a straightforward way to reduce their impact while still reaching the right audiences effectively."
SBS, via its agency Hearts & Science, is the first to use the solution to promote the third season of Alone Australia.
As an advocate for sustainability, SBS has already achieved Net Zero for direct emissions and is working to reduce Scope 3 emissions across its supply chain.
"SBS is dedicated to innovative and responsible marketing strategies. We have done a lot of work to ensure we are at the forefront of decarbonising our operations," said Uma Oldham, head of marketing and media at SBS.
"Access to clear emissions data, through a product such as this, means we can plan campaigns with greater accountability, helping us stay on track with our sustainability commitments.”
Ashley Wong, chief digital and innovation officer for Hearts & Science, said the company remains committed to accelerating the decarbonisation of Australia’s advertising and marketing sector.
"Reducing emissions in media planning can often be complex, however JCDecaux’s programmatic packages provide a simple, measurable way for advertisers to make lower-carbon choices without adding complexity to the buying process," he said.
"For Alone Australia, we selected JCDecaux’s Large Format network because it offers a seamless way to meet SBS’s sustainability goals while ensuring strong campaign reach."
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