VIOOH releases emissions figure for programmatic OOH

VIOOH has released its 2024 full year emissions intensity, reporting 0.041 grams CO2e per ad impression for its programmatic digital out of home delivery. The figure reflects the company’s carbon efficiency across the year.

The announcement follows the June 2025 update of the Global Media Sustainability Framework by Ad Net Zero. Version 1.2 of the framework standardises emissions measurement across major media channels including out of home, giving advertisers a consistent basis for assessing the carbon impact of their media choices.

Framework aligned with industry standards

The calculations were completed with sustainability partner Cedara, the AI Engine for Sustainable Media and a supporter of Ad Net Zero. The 2024 methodology aligns fully with the updated framework, enabling like-for-like comparison with industry benchmarks.

VIOOH’s average emissions intensity sits well below benchmarks of 0.84 grams CO2e per impression for programmatic display and 1.24 grams CO2e per impression for programmatic video. This means programmatic DOOH delivery through VIOOH is more than twenty times more carbon efficient than programmatic display and over thirty times more efficient than programmatic video. The outcome reflects the broadcast characteristics of DOOH, a streamlined supply chain, and a growing share of screens powered by renewable energy.

pDOOH demonstrates strong sustainability profile

Although methodology changes prevent direct year-on-year comparison, the results reinforce the sustainability profile of VIOOH’s programmatic DOOH operations.

Jean-Christophe Conti, chief executive officer, VIOOH: “Our 2024 results demonstrate that buying DOOH programmatically through VIOOH continues to provide 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, pDOOH is not only an effective tool for advertisers, but also one which supports strong sustainability credentials for everyone working across the marketing ecosystem.”

David Shaw, chief executive officer and co-founder, Cedara: “VIOOH's consistent progress in sustainable media efficiency is a testament to their commitment to transparent accountability and understanding the environmental impact of pDOOH. Their leadership is setting a benchmark for the industry and enabling brands to choose more responsible media pathways.”

www.viooh.com

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