Your footprint here: digital advertising emissions and how to reduce them

Can organisations deliver messages effectively and energy efficiently? We turn to the marketing experts for a crash course in programmatic digital out-of-home technology as a sustainable solution. 

The broadcast nature of digital out of home [DOOH] sets it apart from other digital advertising channels. While as a very visible medium, DOOH screens have been targeted by environmentalists in the past, the reality is that when we examine carbon emissions on a per-audience basis, DOOH demonstrates remarkable efficiency. This is backed by concrete data utilising the new Ad Net Zero Global Media Sustainability Framework [GMSF], which provides standardised emissions measurement frameworks across media channels, providing robust and comparable calculations that enable advertisers to understand the carbon impact of different media channels.

VIOOH recently shared its full year emissions intensity (an objective measure of carbon efficiency) for 2023, calculated by our sustainability partner Cedara utilising the GMSF, as below 0.35 grams CO2e per ad impression. To put this in perspective, programmatic DOOH [prDOOH] with VIOOH is more than ten times more carbon-efficient than traditional programmatic display advertising, which averages 3.6g CO2e per impression. Programmatic video fares even worse at 4.8g CO2e per impression. These numbers tell a compelling story about DOOH’s environmental advantages, due to its broadcast one-to-many approach, simplified supply chain and predominance of Private Marketplaces [PMPs] within programmatic DOOH.

Sustainability and effectiveness: the perfect pairing 

So, what makes DOOH particularly energy efficient? A key factor lies in its programmatic transaction structure. Unlike traditional programmatic display advertising, where open exchanges dominate, prDOOH primarily operates through Private Marketplace [PMP] transactions. This difference is crucial from an environmental perspective. Open exchanges generate higher volumes of bid requests and responses, each consuming energy and contributing to higher carbon emissions. The streamlined PMP approach in prDOOH significantly reduces its digital carbon footprint, meaning that buying prDOOH within PMPs is fundamentally a better environmental choice.

One advertiser that has successfully optimised for more eco-efficient screens without compromising campaign performance or delivery metrics is OVO’s Power Move campaign in the UK. 

OVO wanted to drive consumer awareness that there are certain times of the day when energy is ‘greener’, and they wanted to ensure that their advertising ran during those times too, minimising the carbon footprint of the campaign. They created The Greener Grid, a new technology that calculates the greenest times of day to use energy using National Grid ESO data. 

The prDOOH campaign was designed to raise awareness that greener moments exist by connecting the Greener Grid API to programmatic buying technology which only bids on very green and green energy moments with the message, ‘if you’re reading this, it’s a greener time to use energy’.  The campaign marks the start of Ovo’s journey towards greener trading, and Ovo pledges to continue serving ads in greener moments.

Brands making smarter choices

Advertisers are increasingly incorporating environmental considerations into their media strategies. With that in mind, the ability to optimise towards more eco-efficient screens and shorter supply chains without sacrificing campaign performance is important. This isn’t about completely reimagining media strategies – it’s about making smarter, more sustainable choices within existing frameworks.

For brands serious about their environmental impact, prDOOH offers a practical pathway to reducing advertising carbon footprint. The channel combines the broad reach and impact of traditional OOH advertising with the efficiency and targeting capabilities of programmatic technology, all while maintaining a significantly lower environmental impact than comparable digital channels.

As a brand safe, fraud-free, broadcast media channel compatible with multi-channel programmatic strategies, prDOOH is not only an effective tool for advertisers in terms of branding and performance, but also one which supports an environmentally conscious choice in the media mix.

Despite these clear advantages, there’s still a disconnect in the industry. VIOOH’s recent State of the Nation 2024 report reveals that while 62% of marketers acknowledge prDOOH’s potential for sustainable reach, only 31% prioritise sustainability in their media planning decisions. This gap represents both a challenge and an opportunity for the industry.

As the industry continues to evolve, the data-driven nature of prDOOH allows for increasingly sophisticated approaches to sustainable advertising. Brands can now make informed decisions about their media mix that align with both their marketing objectives and sustainability goals. The framework provided by GMSF enables meaningful comparisons across channels, empowering advertisers to make choices based on concrete environmental metrics rather than assumptions.

The message is clear: prDOOH isn’t just an effective advertising channel – it’s a responsible choice for brands committed to reducing their environmental impact. As we collectively work towards a more sustainable future in advertising, the role of DOOH as a carbon-efficient medium will only become more significant.

Helen Miall is Chief Marketing Officer at VIOOH.

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Image: Bram Naus