Out of Home (OOH) advertising is on the rise again as organisations endeavour to connect in new and different ways with their audiences and consumers.
It means that OOH media owners are now coming up with clever new ideas that not only engage the public and disrupt the OOH industry, but also show a social conscience.
Let’s take a look at how OOH is working to go greener and be more ethical.
As we know, digitisation continues to grow at pace and the OOH world is no different. The majority of OOH owners are converting from print to digital, with a 300% growth over the last 3 years. This could be digital bus stops, digital underground panels, digital gym screens – you name it, they can probably digitise it. A digital message can even change depending on the time of day, the speed of a passing vehicle or even the weather!
Media owners have been switching to 100% renewable energy too, which has seen typical energy use per screen decrease by 65% in the past 7 years.
JCDecaux are one of many media owners looking to give back. They’ve partnered with Community Heartbeat Trust and so far, have installed defibrillators on over 180 of their digital 6 sheets. Usage reports show these have been accessed more than 500 times already, potentially aiding hundreds of people on the streets. Who knew OOH advertising could potentially save lives?! As well as defibrillators, these hubs also contain free wifi and charging points.
Another media owner, Clear Channel, have installed 150 ‘Living Roofs’ across the country with sustainable infrastructure to help the environment. They’ve designed roof and tray systems, along with a gravel and compost mix, that enables deeper roots for healthier flowers. It also maximises climate resilience while minimising maintenance for better overall sustainability.
The materials used in these Living Roofs are 100% recycled or upcycled and UK sourced where possible.
What’s more, nothing needs to go to landfill. The main benefits of these roofs are their contribution towards biodiversity and climate resilience, absorption of rainwater as well as urban heat, and capturing particulates in the air.
Next time you’re out and about or waiting for a bus, look up and around. Then get in touch. We can support you to promote your brand and engage your audience in new and different ways – and be more of a force for good while you’re at it.