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posted on Dec. 04, 2024 at 11:10 am

Traditional OOH 188 per cent more carbon-efficient than programmatic display ads

posted on Dec. 04, 2024 at 11:10 am

A carbon emissions intensity study conducted by Billups in partnership with Cedara shows that OOH is 336 per cent more carbon efficient than programmatic video on CTV.

Traditional out-of-home (OOH) campaigns are among the most carbon-efficient advertising channels, according to a carbon emissions intensity study conducted by independent OOH agency Billups in partnership with Cedara.
The inaugural carbon emissions intensity study measured the carbon efficiency of traditional OOH advertising in comparison with non-OOH channels including programmatic display, video and connected TV (CTV) advertising. Carbon intensity/emissions were measured in grams of CO2e per impression, to compare Billups’ OOH-delivered campaigns with other advertising channels, according to accepted industry standards.
Traditional out of home excels in sustainability due to its ‘one-to-ma

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Tags:advertise Advertising billups carbon emissions carbon emissions study carbon footprint Cedara Connected TV CTV digital channels environmental responsibility Eric Shih ESG impression James McEwan marketing OOH OOH agency OOH inventory Out-of-home performance metrics programmatic programmatic display programmatic video

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.