VIOOH has partnered with carbon intelligence platform Cedara to share its emissions publicly in a first for the DOOH advertising sector.
Based upon Cedara’s measurements – which are based on programmatic open web vendor data – VIOOH has generated 0.28 grams of Co2e per ad impression throughout 2022, below the benchmark of 0.34.
The OOH firm has set out plans to continue measuring its carbon impact and will continue to make this information available to partners and clients in the future.
VIOOH worked closely with Cedara on a comprehensive greenhouse gas inventory across its entire operations, including programmatic activity (which is one of the biggest contributors to greenhouse gases). The platform then analysed data sets from core businesses operations as well as from media delivery, data centres and media owners.
In comparison with other media channels, a KPMG study from March of this year found that the estimated energy consumption of DOOH was 0.32 gCO2e compared with a range between 0.55 and 0.66 gCO2e for digital internet media.
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Chief executive officer Jean Cristophe Conti said VIOOH is “passionate” about analysing the environmental impact of its programmatic DOOH advertising activity.
“We’re proud to have achieved a lower carbon footprint than industry averages for the open web, which clearly demonstrates the benefit of using the broadcast, one-to-many, environmentally considerate nature of prDOOH,” he continued.
“With DOOH being increasingly planned within multiple channel programmatic media strategies, our industry-leading sustainability credentials reinforce the many benefits that pr DOOH brings to advertisers looking to understand not only the effectiveness but also the environmental impact of their media mix.”
Cedera chief operating officer Eric Shih added: “We have been impressed with VIOOH’s desire to understand the impact of prDOOH and their commitment to sustainability and transparent accountability.”
“It is crucial for businesses around the world to adopt regenerative corporate policies to turn the tide in our fight against the climate crisis.”
