There’s a certain logic to the idea that, in a truly sustainable world, out-of-home (OOH) advertising is always going to lag behind its virtual equivalent. However, with the right approach, there’s no reason why OOH can’t set a precedent and not only reduce its impact on the planet but resonate with socially conscious consumers.
According to Katy Hindley, innovation director for outdoor advertising specialists Posterscope, the call to action for sustainability is becoming a non-negotiable for brands and businesses and yet the potential for out of home in this mix is often overlooked.
She explains: “As a trusted, public facing medium, not only does out of home offer brands a more diverse platform to communicate their own sustainable journeys with citizens, but the industry and its infrastructure also makes an important contribution to the quest for net zero advertising.”
She cites new research from Outsmart, the marketing body for the out of home industry, which has just published new research with KPMG to assess the sustainability of OOH. The research revealed that OOH is, per impression, actually the most sustainable form of advertising and that nearly half (46%) of all UK OOH ad revenues are re-invested into communities and public infrastructure. This can be anything from the building of bus shelters and telephone kiosks to the installation of defibrillators, contributions to business rates and revenue shares with councils.
Caroline Dolan
She adds: “We’ve seen players across the industry rollout of many exciting sustainability initiatives including living roofs, bee hotels, wildlife corridors, 100% renewable energy, recycled paper products, and low-energy LED screens. And it doesn’t end there. Networks of EV charging stations and smart street furniture, combining physical infrastructure, utility, and real time consumer data, coming online this year will offer yet more attractive, sustainable OOH partnership opportunities.”
The study found that, per impression, OOH emits less carbon than all other media measured and represents just 3.3% of advertising power consumption and less than 3.5% of advertising carbon footprint. This is largely because control over supply chain and end-to-end operation allows OOH media owners to directly improve sustainability more easily than other channels.
As an example, Katy mentions how Posterscope have been working in partnership with MediaCo to bring fully recycled and recyclable posters to the out of home industry. In 2023 they launched 100% recycled and recyclable 48 and 96 sheet roadside format posters, with a nationwide OOH campaign from BT (as seen in the headline image). It’s a perfect example of the OOH space making subtle innovations that have grand implications but, as far as I’m concerned, it’s only the start of the story.
Where do we go from here?
Daniel Da Hora
Solar-Powered Billboards
Harnessing the sun’s energy is a powerful step toward sustainable OOH. Solar panels can power digital billboards, kiosks, and other formats, reducing reliance on non-renewable electricity. Brands like Pacific Gas & Electric have already incorporated solar panels into their campaigns and with solar energy becoming more reliable and flexible by the day, it’s certainly something to consider.
Eco-Friendly Materials
The use of recyclable materials in banner production has thankfully become more commonplace in recent years but PVC vinyl, notorious for its slow biodegradation, remains one of the most common materials used in OOH advertising. This can easily (and affordably) be replaced with more sustainable alternatives. Also, always choose energy-efficient LED lighting sources for digital displays and eco-friendly ink for print displays.
A Comprehensive Strategy
Generally speaking, the only way to really advance the cause and prove that OOH can lead the way as part of a more sustainable industry is to not focus on one thing; focus on everything. Sustainability isn’t limited to solar panels or materials. Develop holistic strategies that consider the entire lifecycle of OOH materials and are regularly maintained to prolong lifespans. OOH has the potential to be a beacon of sustainable advertising but we still have a long way to go.
