VIOOH confirms programmatic DOOH delivers industry-leading sustainable media performance

London, 20 November 2025 - Today, 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, in order 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, Chief Executive Officer 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, Chief Executive Officer and Co-Founder at Cedara.

 

 

As part of its measurement process, Cedara not only analysed data sets from business operations, but also activity data from media delivery, data centres, and media owners, amongst others. Log-level bidstream data was included to accurately estimate emissions from programmatic delivery, in addition to accounting for factors including, but not limited to, server, network and screen use.

 

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 digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 35 markets and drives demand through partnerships with +50 DSPs globally, with more to follow.

 

For more information about VIOOH, please visit www.viooh.com or follow us on LinkedIn.

 

Cedara is transforming the media industry by accelerating sustainability at every level. With a comprehensive suite of enterprise-grade measurement and optimization solutions, Cedara empowers media companies to drive superior performance while minimizing environmental impact across both operations and advertising campaigns. Its high-impact platform enables clients to seamlessly maximize ROI through energy-efficient, data-driven strategies that align business growth with sustainability goals.