"The full year average emissions intensity compares favourably vs industry benchmarks of 0.84g CO2e per impression for programmatic display, and 1.24g CO2e per impression for programmatic video. This means that pDOOH advertising with VIOOH is on average more than 20x carbon emission efficient compared with programmatic display, and over 30x more efficient than programmatic video. This exceptional performance is driven by the broadcast nature of DOOH, a significantly streamlined supply chain, and VIOOH's network of screens increasingly powered by renewable energy."
"In June 2025, Ad Net Zero launched version 1.2 of the Global Media Sustainability Framework (GMSF), the global advertising industry standard for emissions measurement across the main media channels, including OOH, to provide robust and comparable calculations, enabling advertisers to make informed choices about their channel selection and its impact on carbon emissions. Working with its sustainability partner Cedara, the AI Engine for Sustainable Media and a supporter of Ad Net Zero, the 2024 calculations aligned with the new GMSF framework."
VIOOH reported a 2024 full-year emissions intensity of 0.041 g CO2e per ad impression. In June 2025 Ad Net Zero released version 1.2 of the Global Media Sustainability Framework (GMSF) to standardize emissions measurement across major media channels including OOH. VIOOH worked with sustainability partner Cedara and aligned the 2024 calculations with the GMSF. The 0.041 g CO2e result compares with industry benchmarks of 0.84 g for programmatic display and 1.24 g for programmatic video, making pDOOH over 20× more carbon efficient than display and over 30× than video. The efficiency stems from DOOH's broadcast nature, a streamlined supply chain, and more screens powered by renewable energy. Updated GMSF prevents direct year-on-year comparison but the 2024 findings reinforce VIOOH's strong sustainability performance.
Read at Exchangewire
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