Lumo, in partnership with Cruxx and Latch, has released a carbon-aware bid layer for digital out of home (DOOH) advertising.
Called e3 (emissions, efficiency, engine), the system is backed by media agency MBM and New Zealand energy company Meridian. It scores the carbon efficiency of each screen bid in real time, directing ad delivery towards lower-emission placements across targeted inventory.
Through Perion, Cruxx assesses each bid opportunity based on emissions per thousand ad impressions (gCO2ePM). It considers the screen’s energy use, the audience each ad play delivers and the current carbon intensity of New Zealand’s electricity grid. As these factors change throughout the day, the emissions associated with the same ad on the same screen can vary depending on when it runs.
Carbon-conscious campaigns
Jack Plowright, Lumo general manager of platform and partnership strategy, says: “Buyers haven’t had a way to automatically reduce carbon emissions inside a digital out of home buy once it starts. Existing carbon solutions are helpful for measuring and reducing after the fact, but they rely on static data sets, so they can’t steer DOOH inventory decisions as the campaign runs.
“E3 can sit on top of any programmatic DOOH buy without compromising the DOOH buy itself. It gives buyers control over how much they want to reduce, based on the targeting the campaign needs, whether that is location, attention on larger screens or time targeting.”
Buyers can choose from three settings – permissible, balanced and strict – to control how strongly e3 prioritises the most carbon-efficient DOOH inventory. The system continuously adjusts bids to help campaigns stay on track.
Early data shows a reduction in emissions per thousand impressions compared with a controlled buy, with the level of reduction varying depending on the setting.
E3 builds on Lumo’s existing carbon measurement and reporting capabilities, available through Scope3. The first release focuses on the screen’s energy use when displaying ads, which accounts for more than 95% of a screen’s emissions score. Broader supply-chain emissions are expected to be included in the next release.
Real-time impact
Ellen Kempster, business director at MBM, says: “Our team has worked with Meridian to reduce the carbon footprint of media plans for some time, usually without the granularity of data to optimise in flight.
“What is different here is that the decision happens as the buy happens, in real time, rather than only being reported once a campaign has run. E3 shifts weight toward cleaner moments while the campaign keeps pacing against the objectives we set for the buy, which makes it an easy recommendation for our clients.”
Meridian media manager Steph Osborne adds: “Measuring the carbon footprint of our media is important, but the real value comes from turning those insights into more informed media decisions.
“E3 makes it possible to prioritise more carbon-efficient opportunities in real time, without compromising campaign performance. We’re proud to support its launch and help bring a more practical approach to reducing media emissions to the New Zealand market.”
E3 is now live across Lumo’s digital OOH network through curation partner Cruxx and is available to DSPs integrated with Perion’s SSP. More New Zealand DOOH inventory is expected to be added in the coming months.
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