WOO and Ad Net Zero partner to refine OOH sustainability framework

The World Out of Home Organization is linking up with Ad Net Zero, the global advertising industry initiative to drive growth that’s better for the planet, to refine the Global Media Sustainability Framework (GMSF) so that it better reflects the specific characteristics of Out-of-Home media. 

Originally developed by Ad Net Zero, the GMSF provides a consistent methodology for calculating greenhouse gas emissions across all major media types and 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, 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.” 

The OOH medium is already leading the way in sustainability. 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 and the industry is constantly driving forward sustainable innovations. 

For example in the UK 90 per cent 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. The sector is filled with sustainability initiatives, from living walls sites that purify the air around them to PVC-free banners and the widespread use of recycled materials. 

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. 

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