AUCKLAND, Today: The World Out of Home Organization (WOO) has teamed up with Ad Net Zero to refine the Global Media Sustainability Framework (GMSF), ensuring it reflects the unique nature of Out-of-Home (OOH) media.
Developed by Ad Net Zero, the GMSF offers a standard way to calculate greenhouse gas emissions across media. With WOO’s input, the framework will better account for OOH formats like 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.
“We’re proud to be working with WOO to help bring consistency and transparency to the calculation of Greenhouse gases from media.” – Anthony Falco
“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.”
OOH is already one of the most sustainable media channels. German analysis using the Green GRP tool showed OOH emits far less CO2 per 1,000 contacts compared to other channels, while the industry keeps pushing innovation.
In the UK, 90% of energy used in OOH comes from renewables. Add in LED lighting, solar power, PVC-free banners, recycled materials and even living walls that clean the air, the sector is actively reducing impact.
WOO’s Global Sustainability Task Force is working to make sustainability a driver of growth, not a barrier. The aim is to push the industry forward with practical, scalable solutions.
To help collaboration, WOO has also launched WOO Sustainability, an online platform for members to share insights, best practices and fresh ideas on sustainability.
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