Following the recent Outsmart report, it has been established that OOH is the most sustainable advertising platform for brands compared to other advertising media.
Out-of-home makes up just 3.3% of the UK Advertising’s Power Consumption and 0.067% of all power consumption in the UK, contributing to under 3.5% of its carbon footprint with the least amount of carbon emission per impression.
There are several actions that will continue to take place to ensure that out-of-home remains the most eco-friendly advertising platform. Sustainability initiatives include maximising the recycling rate of materials, converting to more energy efficient lighting, optimising logistics routes, and most importantly, appointing suppliers based on their environmental credentials.
Outsmart’s expert opinion, Stéphanie Taupin, Global Strategy Director at KPMG, added: “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."
“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.”
Tim Lumb, Director of Outsmart
“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."
Stéphanie Taupin, Global Strategy Director at KPMG