Customisation and curation are becoming hot topics at conferences around the globe, but what if we went deeper and looked at how to use custom curation for good?
Sustainability in advertising has moved beyond aspiration – it is now a strategic imperative.
In the realm of digital out of home (DOOH), where scale, visibility and impact are core strengths, delivering environmentally conscious media has historically posed a challenge.
Perion (formerly Hivestack) is confronting that challenge head-on with a pragmatic, data-driven solution that makes sustainable DOOH not only possible, but scalable.
Bright vision, low emission
At the centre of this innovation is Perion’s Green Curated DOOH deals.
The offering enables advertisers to deliver high-impact DOOH campaigns through inventory that has been selectively curated with a proprietary scoring model powered by Scope3 centred on lower carbon output – ensuring that media performance and climate responsibility can operate in parallel.
This product was recently put into action in New Zealand, through a collaboration with 2degrees.
As the first campaign of its kind in the market, Answer the Call employed Scope3 data to identify and activate low-carbon inventory across high-footfall locations including Auckland, Wellington, Christchurch and Hamilton.
A strategic dayparting approach ensured delivery only during peak commuting hours, optimising visibility while keeping emissions to a minimum.
The result: 1.69 million impressions delivered in just eight days, and a Comparative Sustainability Ranking of 93 – a score that reflects how environmentally efficient the placements were compared to other DOOH inventory in the same market, with 100 being the most carbon-efficient.
A practical path forward
The campaign’s industry impact was immediate. Answer the Call was named a finalist in three major award categories: OOH and Sustainability & Responsibility at The Drum Awards for Marketing APAC and Technology Campaign at the Cairns Crocodiles Awards.
These recognitions reflect the growing relevance of sustainable media practices, and position Perion’s Green Curated approach as a viable new standard for advertisers committed to environmental progress.
Perion’s role as an advertising technology partner in this space is distinct. While many continue to explore what sustainability in DOOH could look like, Perion has already delivered the framework for what’s possible.
For advertisers navigating increasing ESG requirements and carbon reporting expectations, Green Curated Deals provide a practical path forward – combining programmatic precision, emissions data and broad inventory access within a single buying framework.
The new norm
As the media industry faces increasing pressure to align with global sustainability targets, the shift toward climate-conscious media execution is no longer optional – it is essential.
Embracing data transparency, emissions accountability and intelligent media planning will be critical to ensuring that digital advertising evolves in line with broader environmental goals.
The tools and frameworks already exist. What’s needed now is collective adoption across the ecosystem to make responsible, scalable media the norm – not the exception.
