We want to help our customers identify the factors that contribute to the carbon footprint of outdoor advertising and encourage advertisers to choose less environmentally damaging advertising solutions.

We report the carbon footprint of digital outdoor advertising published on our advertising network on a campaign-by-campaign basis as part of our campaign reporting to our advertiser clients. Currently, the report is available on request per campaign and we aim to move as soon as possible to a model where the report is automatically delivered to the client at the end of the campaign.

The campaign-specific carbon footprint takes into account the emissions generated in the delivery of the campaign, as well as a proportion of the company's overall emissions.

For the calculation of direct campaign emissions, the The Ad Net Zero Global Media Sustainability Framework guidelines have been used, which provide guidance on the calculation of campaign-specific emissions for different media (TV, radio, OOH, cinema).

The company's emissions calculations have been based on the carbon footprint calculation standards provider the Greenhouse Gas Protocol Product Life Cycle Accounting and Reporting Standard. A life cycle analysis of the digital campaign delivery has been carried out to identify the relevant emission generating activities. Our next objective is to complete the calculation by also taking into account the emissions from the purchase of advertising equipment.

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The calculation will take into account:

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Emissions during the campaign period
Electricity consumption of advertising equipment during the campaign

Share of company emissions
For example, vehicle emissions, maintenance-related emissions, business travel and emissions from transport

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Example of the carbon footprint of a digital outdoor advertising campaign | CO2e kg

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City Digital Big Cities

442*

7 days (06-01), 216 screens

City Digital Metropolitan

380*

7 days (06-01), 190 screens

Shopping Digital Metropolitan

183*

7 days (06-01), 180 screens

*CO2e kg

Average Finnish carbon footprint in 2023: 184 CO2e kg per week (Sitra)

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