The World Out of Home Organisation (WOO) has joined forces with advertising initiative Ad Net Zero in hopes of refining its Global Media Sustainability Framework (GMSF), making it better suited to Out-of-Home (OOH) media.
Originally developed by Ad Net Zero, the GMSF provides a consistent methodology for calculating greenhouse gas emissions across all major media types.
It will now be enhanced with WOO’s input and expertise to ensure accurate calculation across OOH formats such as Classic, Transient and Digital.
Katrin Robertson, CEO of blowUP media and Team Lead of WOO’s Global Sustainability Task Force, said: “We are delighted to boost the efforts of Ad Net Zero in calculating the impacts of a complex and varied medium like OOH through providing practical solutions accessible to all.
“OOH is one of the few media channels that combines environmental efficiency with advertising impact, and we are determined to raise the level of sustainability in our industry.”
The OOH medium is already making headway in sustainability goals, with analysis in Germany recording that it emits significantly less CO2 per 1,000 contacts than other media channels.
Also, in the UK, 90% of the energy used in the OOH sector comes from renewable energy, while energy-saving technologies like LED lighting and solar power further reduce environmental impact.
WOO’s Global Sustainability Task Force is helping the industry improve its sustainability practices and take the initiative in this area so that sustainability becomes an engine for growth rather than an impediment.
