WOO and Ad Net Zero enhance the Global Media Sustainability Framework to align with OOH advertising, boosting accuracy in carbon footprint measurement

The World Out of Home Organization (WOO) has joined forces with Ad Net Zero to enhance the Global Media Sustainability Framework, adapting it specifically to meet the operational needs and environmental impact tracking of Out-of-Home (OOH) advertising.

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Originally designed by Ad Net Zero, the Global Media Sustainability Framework serves as a unified methodology for assessing greenhouse gas emissions across major media channels.

However, OOH formats—ranging from traditional static billboards to digital and transit displays—present unique challenges in sustainability measurement.

This partnership aims to bridge that gap by adding industry-specific insights from WOO to the framework.

Katrin Robertson, CEO of blowUP media and head of WOO’s Global Sustainability Task Force, emphasized the relevance of this development.

“Out-of-Home has the rare ability to deliver strong brand visibility while maintaining a low environmental footprint. By making sustainability practical and achievable, we can help our industry grow responsibly,” she stated.

WOO’s involvement brings deep operational expertise to the Global Media Sustainability Framework, allowing for the integration of OOH-specific data and variables.

This ensures that carbon measurement becomes more accurate, actionable, and transparent for advertisers, media owners, and regulators.

Anthony Falco, Ad Net Zero’s Global Media Sustainability Director, added that the initiative is vital for improving trust in sustainability 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.

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

OOH advertising is already positioning itself as one of the most eco-conscious media formats.

In Germany, recent findings using the Green GRP tool revealed that OOH produces considerably fewer CO₂ emissions per 1,000 impressions compared to other advertising media.

In the UK, over 90% of the energy used in OOH advertising is now sourced from renewables, supported by the growing use of LED technology and solar-powered systems.

Innovative sustainability efforts are also gaining momentum in the sector.

Operators have begun to implement PVC-free posters, recycled materials, and even living wall billboards that help purify local air.

These initiatives underscore the potential of OOH to lead the charge in environmentally responsible advertising.

To support continued progress, WOO has launched a dedicated Sustainability platform—a digital hub designed to allow members to collaborate, share best practices, and scale up green solutions across markets.

The platform and the enhanced Global Media Sustainability Framework are central to WOO’s long-term strategy of embedding sustainability into the core of the industry’s growth model.