Product News | October 11, 2021

How Oriental Sunrise pushes the envelope with giant digital displays

One of the best qualities of out-of-home media is its unmatched ability to catch attention. Large format billboards and digital displays draw the eye in a way that online and mobile advertising can’t, and offer an amazing canvas on which creative work can be shared with the world.

And that’s just in general. The largest displays take the concept even further, offering true spectacle for all to enjoy. Oriental Sunrise Media Group, which operates a network that includes one of these ultra-large screens, sees them as a special opportunity for connecting with large sections of the population through outdoor media.

sky-high dooh ambitions

Formed in 2011, Oriental Sunrise set its sights on becoming an influential player in the fast-expanding digital out-of-home space in China. Pursuing large-format displays, audience interactivity, and prominent public locations for its screens, Oriental Sunrise has succeeded in achieving high audience traffic near its screens and attracting top brands to display advertising on its network, including names like Audi, Lancôme, Dyson, and Samsung.

asia’s largest outdoor digital display

The jewel of Oriental Sunrise’s network is found in Chongqing, a city in China’s south. Its display there is an enormous two-sided, 3,788 square metre screen wrapped around the side of the Chongqing Guanyin Bridge Carnival Building. It’s about the size of nine basketball courts put together, and typically plays host to stunning video content delivered by its advertisers.

Its prominent location, facing Guanyinqiao Square, Jialing Park, and the entrance to an underground pedestrian passage, drives a fair bit of foot traffic by its screens every day, with about 500,000 pedestrians walking by daily. It also faces the city’s busiest main road, with about 350,000 vehicles passing by each day.

eyes forward to the future of dooh

As Oriental Sunrise focuses on building its network further, it continues to make premium real estate in bustling business sectors, as well as high levels of local visibility, key requirements for locations where it deploys new screens. Soon to come are new experiments to push the network with new kinds of integrations. This includes projects like synchronizing campaign playback with the performance of nearby fountains and LED lighting, connecting the screens to mobile devices, and other projects that increase the already considerable impact of the screens.

oriental sunrise media group & broadsign

Screens as prominent as Oriental Sunrise Media Group’s largest can’t afford to go down, and what’s more, they come with specific technical challenges that not every software platform is equipped to manage. Synchronizing media across the panels of the screen must be completed flawlessly every time in order to create truly stunning visuals. Meanwhile, integrating outside data feeds, as is required for complex campaigns involving synchronization with fountains and lighting, demands a platform that is able to reliably connect with those services.

To accomplish these tasks, Oriental Sunrise has adopted Broadsign. The Broadsign platform’s unmatched reliability and extensibility make it the perfect solution for managing huge displays and the exciting campaigns that run on them. The open nature of the platform, meanwhile, places practically no limits on the creativity of Oriental Sunrise and its advertisers, allowing the owners to focus on growing their network and delivering the innovative DOOH experience that will build their profile all across China. It’s an ideal pairing, and one likely to lead to exciting things for the Chinese DOOH market.

Ready to kick off your own large-scale DOOH project?
Contact us today to learn how Broadsign can help!

Product News | October 11, 2021

Broadsign and Scope3 Partner to Advance Carbon Measurement in DOOH Advertising

Collaboration unlocks new DOOH campaign emissions insights for sustainability-minded media buyers, improves DOOH carbon footprint reporting

MONTREAL, March 5, 2025 –Broadsign and Scope3 today announced a partnership that sets the stage for more accurate, comprehensive carbon modeling of digital-out-of-home (DOOH) campaigns. As more brands seek to limit carbon emissions across their businesses, including marketing, the two companies have teamed up to expand the depth and precision of available DOOH emissions data.

As a result of the collaboration thus far, agencies and brands leveraging Scope3’s carbon measurement platform can now access DOOH property and format emissions data for over 1 million screens globally when planning DOOH and omnichannel campaigns. Available insights include average CO2e per impression for DOOH screens by country and venue category.

Scope3 users can view this data alongside similar insights from web, mobile, social, CTV, and other channels for more seamless carbon-conscious media planning and reporting. While DOOH is proven to augment omnichannel campaign performance, the data now available on Scope3’s platform also demonstrates its carbon efficiency on a per impression basis, reaffirming previous studies that illustrate the medium’s carbon-efficiency advantage over other channels.

Key findings based on the data collected by Scope3 and Broadsign to date include:

DOOH is the lowest carbon-emitting marketing channel on a per/impression basis (in countries where DOOH benchmarks are available).
The primary source of DOOH carbon emissions comes from the electricity that powers the screens. Key factors include operating hours, brightness settings, and the electricity grid mix.
Approximately 95% of Broadsign-contributed screens fall at or below the median emissions level, considering factors like country and venue category.
Opting for high-quality, low-emitting screens that deliver strong performance without increasing carbon output and optimizing campaigns for time of day can help advertisers reduce emissions, as certain hours may benefit from a more sustainable energy grid mix or higher foot traffic.

“There’s a preconceived notion that DOOH is a high-emitting channel, but the data tells a more accurate story that accounts for its unique nuances,” shared David Fischer, GM, Global Ad Tech Platforms, Scope3. “Broadsign’s expertise, insights, and extensive inventory data are helping us refine our DOOH carbon measurement modeling to shed more light on the medium’s impact. Agencies and brands that use Scope3 to inform omnichannel media strategies can now better understand DOOH’s emissions, and media owners can set their inventory apart by offering insight into the carbon footprint of their screens.”

“Scope3 is the ad industry standard for carbon measurement, so partnering with them in the interest of the broader ad industry was a natural next step,” explained Bryan Mongeau, CTO, Broadsign. “As companies look to implement more sustainable practices, reducing ad campaign emissions will be an area of increasing focus, and our collaboration with Scope3 provides a strong foundation to support this demand. It not only provides invaluable insights today but also paves the way for future innovations like dynamic campaign planning and real-time media plan adjustments based on carbon intensity; we’re just getting started and have only begun to scratch the surface of what’s possible.”

Visit Scope3.com for more details and find out more about Broadsign’s journey to achieve carbon neutrality.

About Broadsign

Broadsign empowers media owners, agencies, and brands to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 1.5 million static and digital signs along roadways and in airports, shopping malls, retailers, health clinics, transit systems, electric vehicle charging stations, and more run on Broadsign, reaching audiences at multiple touchpoints throughout the consumer journey. The Broadsign Platform helps media owners such as Outfront, Pattison Outdoor, Global, and Intersection streamline business operations and maximize revenue opportunities while enabling marketers and agencies to more easily plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, FanDuel, H&M, Honda, HP, Johnson & Johnson, KLM, Uber Eats, Sea-Doo, Samsonite, and many more have run successful programmatic DOOH campaigns enabled by Broadsign technology. https://broadsign.com