OOH named most sustainable advertising platform
Outsmart, the trade body for the OOH industry, has produced a report with findings from KPMG
Shining a spotlight on the industry
Thursday, 28 Mar 2024 11:21 GMT
Media owners like Clear Channel, Ocean Outdoor, KBH, and Limited Space have demonstrated how they have reduced emissions
Several out-of-home (OOH) and digital out-of-home (DOOH) providers have highlighted environmental statistics from a new report from Outsmart, the trade body for the UK OOH advertising industry.
The report includes findings from KPMG which show that compared to all other media measured (TV, online, radio, print, and email), OOH produces the least amount of carbon emissions per impression.
Findings show that OOH makes up less than 3.5% of the total carbon footprint of the UK’s advertising activities with a total power consumption of 3.3% out of all UK advertising outlets.
In total the industry makes up 0.067% of all the power consumption in the UK, meaning OOH’s power consumption is lower than its share of all advertising spend (3.8% according to an AA/WARC report in 2023).
Data from Clear Channel, Global, JCDecaux, and Ocean Outdoor was used to generate the report with other media owners also providing examples of their abilities to reduce emissions across business operations.
Recently superwide-format print suppliers have collaborated with environmental solution providers to create coatings and air cleansing materials to improve the sustainable benefits of OOH.
Outsmart says that sustainability initiatives included by media owners include maximising the recycling rate of materials, converting to more energy-efficient lighting, and appointing suppliers based on their environmental credentials.
Stéphanie Taupin, global strategy director at KPMG, says: “The study results are consistent with a similar study we did in France: OOH allows brands to execute more environmentally friendly campaigns than other media when measured by contact or pound invested. Furthermore, OOH has opportunities to reduce its climate impact because it benefits from several reduction levers."
The report shows that compared to other advertising outlets OOH emits far less carbon and energy consumption than emails or the internet which tops many statistics.
The full report can be found
here.Tim Lumb, director of Outsmart, concludes: “When we look at either the power consumption or the carbon emissions advertising ‘pie’, OOH is an incredibly small slice. Media owners have control over their supply chain, delivery, and end-of-cycle processes - controls that result in demonstrable reductions to climate impact, at pace.
“Of course, sustainability efforts have no endpoint, but the OOH sector is committed to improving and innovating across environmental and social sustainability, as shown in the initiatives from Outsmart members.”
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