OOH proven to be the most sustainable advertising medium
Recent studies show that out of home (OOH) is the most sustainable advertising medium within the media landscape. A report by Outsmart - the UK industry association for outdoor advertising - and KPMG shows that OOH advertising accounts for only 3.3% of energy consumption and less than 3.5% of the CO₂ emissions of the overall advertising industry.
These figures underline that OOH is not only effective in terms of visibility and reach, but is also a responsible choice for brands that value sustainability.
Controlling the chain and investing in green solutions
The favourable results are partly due to the fact that outdoor advertising operators have full control over the production, placement and maintenance of their networks. They also invest heavily in energy-efficient technologies, recycling programmes and the use of sustainable materials. Bauer Media Outdoor is at the forefront of this, by actively pursuing green innovations within the OOH landscape.
Source: KPMG for Outsmart: Sustainability in Out Of Home
International confirmation of low carbon emissions
Not only in the UK, but also in Germany, research confirms the sustainable strength of OOH. According to a study by the IDOOH and Herman Koch (TK-One) in collaboration with Dentsu, digital out of home (DOOH) realises very low CO₂ emissions per 1,000 contacts.
This makes OOH - and certainly DOOH - a particularly efficient way to achieve sustainable mass communication.
Source: IDOOH / Herman Koch (TK-One) / Dentsu Trends in OOH Media 2024
OOH: mass medium without cookies or disinformation
Another important aspect: OOH is cookie-free and works without the construction of digital audience profiles. As a result, advertisers avoid issues around privacy and data usage. Moreover, outdoor advertising is free of fake news and disinformation, unlike many digital and social media platforms. OOH therefore offers not only an environmentally friendly alternative, but also a safe and reliable medium.
What this means for advertisers
Sustainability is now a core value for more and more brands. Opting for OOH advertising helps advertisers reduce their ecological footprint without compromising on reach and effectiveness. With the lowest CO₂ emissions per impression among all measured media channels, outdoor advertising offers a powerful and responsible communication strategy.
By choosing OOH, advertisers contribute to a greener world and reinforce their brand values towards an increasingly aware audience.
Outsmart's full report can be found at hier.
Dentsu's Out of Home Trend Report 2024 download hier.