VIOOH, a global digital out of home (DOOH) supply-side platform, has announced that its 2023 carbon emissions intensity was below 0.35 grams CO2e per ad impression, about ten times lower than the industry averages for programmatic display and programmatic video.

This figure was calculated in alignment with the new Ad Net Zero Global Media Sustainability Framework (GMSF), and compares against initial industry benchmarks of 3.6g CO2e per impression for programmatic display, and 4.8g CO2e per impression for programmatic video. The company worked with sustainability partner Cedara, a Carbon Intelligence Platform and supporter of Ad Net Zero, to ensure the 2023 calculations were in line with the GMSF.

Cedara analysed data sets from business operations, media delivery, data centres, and media owners, among others, to estimate emissions from programmatic delivery. Due to the implementation of the new Ad Net Zero GMSF, it is not possible to provide a year-on-year comparison given the transition to an updated measurement standard. The industry benchmarks are currently based off the Ad Net Zero GMSF using industry default values from the SRI & Alliance Digitale framework.

Jean-Christophe Conti, Chief Executive Officer at VIOOH, commented on the findings, “It’s incredibly important to track the environmental impact of VIOOH’s programmatic DOOH advertising activity. We are pleased to now have our second full year calculation, showing that once again, buying DOOH programmatically through VIOOH provides a clear point of difference for advertisers seeking to make more sustainable media choices.

"As a brand safe, fraud-free, broadcast media channel compatible with multi-channel programmatic strategies, prDOOH is not only an effective tool for advertisers in terms of branding and performance, but also one which supports an environmentally conscious choice in the media mix.”

VIOOH's recent 'State of the Nation 2024' report revealed that globally, 62% of marketers recognise prDOOH's ability to effectively deliver sustainable and eco-efficient reach. However, only 31% of marketers prioritise sustainability in their media decision-making process.

David Shaw, Chief Executive Officer and Co-Founder at Cedara, praised VIOOH's commitment to sustainability, “We are impressed with VIOOH’s continued commitment to transparent accountability and desire to understand the impact of prDOOH. VIOOH is helping to lead the way for brands who want to make more sustainable choices for their advertising. Only through proactive measures, like those adopted by VIOOH, can we contribute to a net zero future.”

Launched in 2018, VIOOH currently trades programmatically in 23 markets. Cedara, founded in 2021, is on a mission to help businesses decarbonise and build a more sustainable future for society.