Today, VIOOH, the global digital-out-of-home (DOOH) supply-side platform, announced its full year emissions intensity (an objective measure of carbon efficiency) for 2023, which was below 0.35 grams CO2e per ad impression.
Working with sustainability partner Cedara, the Carbon Intelligence Platform and a supporter of Ad Net Zero, the 2023 calculations came in line with the new Ad Net Zero Global Media Sustainability Framework (GMSF), the global advertising industry standard for emissions measurement, for not only OOH, but across all media channels, providing robust calculations. The full year average emissions intensity compares favourably versus initial industry benchmarks of 3.6g CO2e per impression for programmatic display, and 4.8g CO2e per impression for programmatic video.
This means that programmatic DOOH (prDOOH) with VIOOH is (on average) more than ten times carbon emission efficient compared with programmatic display, due to its broadcast nature and less complex supply chain.
VIOOH’s State of the Nation 2024 reports that globally, whilst 62% of marketers recognise prDOOH’s ability to effectively deliver sustainable and eco-efficient reach, only 31% of marketers prioritise sustainability in their media decision-making process.
Featured image: Anne Nygård / Unsplash