Today, (20th November, 2025) VIOOH, the leading premium global digital out-of-home (DOOH) supply-side platform, announced its 2024 full-year emissions intensity (an objective measure of carbon efficiency), which was 0.041 grams CO2e per ad impression.

In June 2025, Ad Net Zero launched version 1.2 of the Global Media Sustainability Framework (GMSF), the global advertising industry standard for emissions measurement across the main media channels, including OOH, to provide robust and comparable calculations, enabling advertisers to make informed choices about their channel selection and its impact on carbon emissions. 

Working with its sustainability partner Cedara, the AI Engine for Sustainable Media and a supporter of Ad Net Zero, the 2024 calculations aligned with the new GMSF framework. 

The full year average emissions intensity compares favourably vs industry benchmarks of 0.84g CO2e per impression for programmatic display, and 1.24g CO2e per impression for programmatic video.

This means that pDOOH advertising with VIOOH is on average more than 20x carbon emission efficient compared with programmatic display, and over 30x more efficient than programmatic video. This exceptional performance is driven by the broadcast nature of DOOH, a significantly streamlined supply chain, and VIOOH’s network of screens increasingly powered by renewable energy.

While the implementation of the updated GMSF does not allow for a like-for-like year-on-year comparison, the 2024 findings still clearly reinforce the exceptional sustainability of VIOOH’s programmatic DOOH delivery.

"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," said Jean-Christophe Conti, CEO at VIOOH.

"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 new benchmark for the industry and enabling brands to choose more responsible media pathways," said David Shaw, CEO and co-founder at Cedara.

VIOOH

VIOOH is a leading premium global digital out of home supply side platform. Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. Led by a team of ...

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