As advertisers do the difficult work to reduce their own emissions, many are turning to another, and possibly even larger, opportunity to have a positive impact on the planet - the messages they choose for their ads. Advertising has the power to positively influence consumer behavior, and every brand can and should consider how their creative work can deliver on that promise.
The full year average emissions intensity compares favourably vs industry benchmarks of 0.84g CO2e per impression for programmatic display, and 1.24g CO2e per impression for programmatic video. This means that pDOOH advertising with VIOOH is on average more than 20x carbon emission efficient compared with programmatic display, and over 30x more efficient than programmatic video. This exceptional performance is driven by the broadcast nature of DOOH, a significantly streamlined supply chain, and VIOOH's network of screens increasingly powered by renewable energy.
When sustainable advertising startup Scope3 launched in early 2022, the carbon footprint of digital advertising quickly became an ad tech talking point. One of the company's co-founders, Brian O'Kelley, is often called the " godfather of ad tech," so his ideas tend to set the industry's agenda. The original thesis centered on the notion that measuring the emissions volume of online ads is the first step toward taking action to reduce them.