WOO partners with Ad Net Zero to strengthen global standards for measuring OOH carbon impact

WOO - WORLD OUT-OF-HOME ORGANISATION

By Felicia Nwosu

The World Out of Home Organization (WOO) has teamed up with Ad Net Zero to refine the Global Media Sustainability Framework (GMSF), tailoring it to the unique operations of Out-of-Home (OOH) advertising.

This move aims to deliver more precise measurement of greenhouse gas emissions across various OOH formats, from traditional billboards to transient and digital displays.

Adding Sector-Specific Expertise to the Framework

Initially designed by Ad Net Zero, the GMSF offers a unified approach for assessing the carbon footprint of major media platforms.

With WOO’s expertise now in the mix, the framework will incorporate sector-specific data and operational realities to improve accuracy and usability for OOH stakeholders.

Bridging the Gap Between Operations and Sustainability Metrics

Katrin Robertson, CEO of blowUP media and head of WOO’s Global Sustainability Task Force, noted that the collaboration will bridge the gap between complex OOH operations and accessible sustainability metrics.

“Out-of-Home has the rare ability to deliver strong brand visibility while maintaining a low environmental footprint,” she said.

“By making sustainability practical and achievable, we can help our industry grow responsibly.”

Ensuring Consistency and Transparency in Climate Reporting

Anthony Falco, Ad Net Zero’s Global Media Sustainability Director, stressed the importance of consistency and transparency in climate reporting.

“Partnering with WOO allows us to create channel-specific guidance that reflects how the OOH industry truly operates.

This makes the framework both functional and relevant for real-world application,” he said.

Showcasing OOH as a Greener Media Channel

OOH has already emerged as one of the greener media channels.

In Germany, research using the Green GRP tool showed that OOH generates significantly fewer CO₂ emissions per 1,000 impressions compared to other media.

Moreover, the sector has embraced innovation, with the UK reporting that 90 percent of its OOH energy use comes from renewable sources, supported by LED and solar-powered installations.

Many operators are also experimenting with eco-friendly solutions such as living wall billboards that improve local air quality, PVC-free posters, and recycled materials.

Driving Industry Collaboration for Greener Growth

WOO’s Global Sustainability Task Force continues to guide the sector in embedding sustainability into its growth strategies.

Additionally, the organization has launched the WOO Sustainability platform, a digital hub for members to exchange ideas, share case studies, and collaborate on greener business models.