World Out of Home Organization to boost Ad Net Zero’s Global Media Sustainability Framework

The World Out of Home Organization is partnering with Ad Net Zero to refine the Global Media Sustainability Framework for out of home media.

Originally developed by Ad Net Zero, the framework (GMSF) provides a consistent methodology for calculating greenhouse gas emissions across major media types.

With WOO’s input, it will now ensure accurate measurement across OOH formats such as Classic, Transient and Digital.

Practical and actionable

Katrin Robertson, CEO of blowUP media and team lead of the World Out of Home Organisation (WOO)’s Global Sustainability Task Force, says: “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.”

Anthony Falco, global media sustainability director at Ad Net Zero, says: “We’re proud to be working with WOO to help bring consistency and transparency to the calculation of Greenhouse gases from media.

“Thanks to the expertise and insights provided by the OOH sector we are going to be able to develop channel level data guidance which reflects operation realities essential to making the Framework  practical and actionable.”

A greener industry

An analysis in Germany using the Green GRP – a tool for calculating CO2 emissions from cross-media campaigns – found that OOH emits significantly less CO2 per 1,000 contacts than other media channels. Meanwhile, the industry continues to drive sustainable innovation.

For example, 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 practices and lead on sustainability, making it an engine for growth rather than a barrier.

WOO has also created WOO Sustainability, an online platform enabling WOO members share insights, experiences, best practices and ideas.

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