Adtech company Veridooh has launched a solution for advertisers to offset the emissions of their out-of-home campaigns.
The barrierless solution is part of Veridooh’s mission to help the sector protect and support the environment.
Veridooh’s custom-built carbon calculator will allow advertisers to offset the carbon emissions of OOH campaigns verified through its platform.
The initiative comes as the Australian advertising industry commits to reducing carbon emissions across the advertising supply chain in response to climate concerns around the globe.
Veridooh co-founder Mo Moubayed said, “At Veridooh, we believe that out-of-home should be environment and people-centric which means we have a responsibility to protect and improve the environment for all Australians.
“Our SmartCreative technology has the ability to track every second of every play, meaning nothing is assumed. This puts us in a unique position to use this data and help the industry in its efforts to reduce the carbon footprint of OOH advertising, making it an even more attractive channel for brands.
“We’ve already received interest in this solution from brands that are eager and ready to reduce the impact their advertising has on the environment. We’ll be rolling out further OOH initiatives aimed at supporting the environment, whether it’s targeting digital, static, or programmatic formats.”
Veridooh has also become a certified carbon-neutral business by reducing and offsetting 100% of its carbon footprint, taking into account factors such as the business’ energy use, staff working from home, waste, key suppliers, and travel.
The carbon offset solution will fund a variety of projects such as traditional fire burning across an area over 80,000 km2 in Arnhem Land in the Northern Territory. Traditional fire burning practices significantly reduce carbon emissions while providing social, environmental, and economic benefit for Indigenous landowners.
The solution is available to all advertisers, including Veridooh agency partners Omnicom Media Group, GroupM, and IPG Mediabrands, as well as Veridooh’s 160+ clients.
The carbon offset solution is available to advertisers from July 28.