WOO partners with Ad Net Zero to refine media sustainability framework
The World Out of Home Organization (WOO) is working with Ad Net Zero to adapt the Global Media Sustainability Framework (GMSF) to better reflect the characteristics of Out-of-Home (OOH) advertising.
Developed by Ad Net Zero, the GMSF provides a consistent methodology for calculating greenhouse gas emissions across major media types. WOO will contribute its expertise to ensure accurate measurement for OOH formats including Classic, Transient and Digital.
Katrin Robertson, CEO, blowUP media and Team Lead, Global Sustainability Task Force WOO: “We are delighted to boost the efforts of Ad Net Zero in calculating the impacts of a complex and varied medium like OOH through providing practical solutions accessible to all. OOH is one of the few media channels that combines environmental efficiency with advertising impact and we are determined to raise the level of sustainability in our industry.”
Anthony Falco, Global Media Sustainability Director, Ad Net Zero: “We’re proud to be working with WOO to help bring consistency and transparency to the calculation of greenhouse gases from media. Thanks to the expertise and insights provided by the OOH sector we are going to be able to develop channel level data guidance which reflects operational realities essential to making the Framework practical and actionable.”
Research in Germany using the Green GRP tool found that OOH emits significantly less CO₂ per 1,000 contacts than other media channels. In the UK, 90 per cent of the energy used in the sector comes from renewable sources, with LED lighting, solar power and recycled materials further reducing impact. Other initiatives include living wall sites that purify air and PVC-free banners.
WOO’s Global Sustainability Task Force aims to make sustainability a driver of growth, supported by WOO Sustainability, an online platform for members to share insights, best practices and innovations.
Follow Marketing Report on LinkedIn
Subscribe to the Marketing Report Newsletter
Send us your press releases, columns, interviews…
Join Marketing Report in our LinkedIn Groups
