VIOOH has announced its 2024 full year emissions intensity at 0.041 grams CO2e per ad impression. This figure is significantly lower than industry benchmarks of 0.84g CO2e for programmatic display and 1.24g CO2e for programmatic video.
The company collaborated with sustainability partner Cedara to align its calculations with the Global Media Sustainability Framework (GMSF) launched in June 2025. The updated framework aims to provide standardized emissions measurements across various media channels, including out of home (OOH).
VIOOH’s programmatic digital out of home (pDOOH) advertising is reported to be over 20 times more carbon emission efficient than programmatic display and over 30 times more efficient than programmatic video. This efficiency is attributed to the broadcast nature of DOOH and the use of renewable energy in VIOOH’s network of screens.
Jean-Christophe Conti, CEO of VIOOH, stated that the results demonstrate the advantages of programmatic DOOH for advertisers focused on sustainability. Cedara’s CEO, David Shaw, noted that VIOOH’s performance sets a new benchmark for the industry in sustainable media practices.
