VIOOH's DOOH platform achieves 90% lower carbon emissions vs industry standards

VIOOH, the premium global digital out-of-home (DOOH) supply-side platform, released its environmental impact data on November 6, 2024. The London-based company reported carbon emissions of less than 0.35 grams CO2e per ad impression for 2023, setting a new benchmark in sustainable advertising.

The measurements, conducted in partnership with Cedara's Carbon Intelligence Platform, aligned with the Ad Net Zero Global Media Sustainability Framework (GMSF). This framework represents the global advertising industry's standard for emissions measurement across all media channels, including out-of-home advertising.

The significance of VIOOH's achievement becomes clear when compared to industry standards. According to the provided data, programmatic display advertising typically generates 3.6g CO2e per impression, while programmatic video produces 4.8g CO2e per impression. This means VIOOH's programmatic DOOH platform operates at more than 90% greater carbon efficiency than traditional programmatic display advertising.

Jean-Christophe Conti, Chief Executive Officer at VIOOH, emphasized the importance of environmental impact tracking in programmatic DOOH advertising. According to Conti, "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."

Understanding the emissions calculation

Measurement methodology and standards

The emissions calculations involved comprehensive analysis of multiple data sets. Cedara examined business operations, media delivery systems, data centers, and media owner infrastructure. The process incorporated log-level bidstream data to accurately estimate emissions from programmatic delivery.

Carbon efficiency factors

The superior carbon efficiency of VIOOH's platform stems from two key factors: its broadcast nature and simplified supply chain. The broadcast capability allows multiple viewers to receive content simultaneously, maximizing the efficiency of energy consumption per impression.

Industry framework implementation

The measurements align with the new Ad Net Zero GMSF, using industry default values from the SRI & Alliance Digitale framework. This framework served as the foundation for the GMSF methodology for Digital advertising measurement.

Historical context

The announcement comes at a crucial time for the advertising industry. VIOOH's State of the Nation 2024 report reveals a significant gap between awareness and action regarding sustainable advertising. While 62% of marketers recognize programmatic DOOH's potential for sustainable reach, only 31% prioritize sustainability in their media planning decisions.

David Shaw, Chief Executive Officer and Co-Founder at Cedara, praised VIOOH's commitment to transparency and understanding programmatic DOOH's environmental impact. Shaw stated, "Only through proactive measures, like those adopted by VIOOH, can we contribute to a net zero future."

Industry relevance

The findings carry particular weight given VIOOH's market position. Launched in 2018, the company currently operates in 23 markets and maintains partnerships with over 40 demand-side platforms globally. This extensive reach means their environmental performance impacts a significant portion of the digital advertising ecosystem.

The announcement demonstrates the growing importance of environmental considerations in advertising technology. VIOOH's results suggest that programmatic DOOH could play a crucial role in reducing the advertising industry's carbon footprint while maintaining effective campaign delivery.

Key Facts

• Emissions: Less than 0.35g CO2e per ad impression in 2023
• Industry comparison: 90% more efficient than programmatic display (3.6g CO2e)
• Market presence: Active in 23 markets
• Platform partnerships: Over 40 DSPs globally
• Measurement framework: Ad Net Zero Global Media Sustainability Framework
• Market awareness: 62% recognize DOOH sustainability benefits
• Implementation rate: 31% prioritize sustainability in media planning