Traditional out-of-home (OOH) campaigns are among the most carbon-efficient advertising channels, according to a carbon emissions intensity study conducted by independent OOH agency Billups in partnership with Cedara.
The inaugural carbon emissions intensity study measured the carbon efficiency of traditional OOH advertising in comparison with non-OOH channels including programmatic display, video and connected TV (CTV) advertising. Carbon intensity/emissions were measured in grams of CO2e per impression, to compare Billups’ OOH-delivered campaigns with other advertising channels, according to accepted industry standards.
Traditional out of home excels in sustainability due to its ‘one-to-many’ nature. A single ad placement can reach millions with a small carbon footprint per impression compared to the energy and resources required to advertise on digital channels across devices, reaching only one consumer at a time. As a result, high-quality OOH inventory in high traffic and footfall areas ultimately leads to a lower emissions intensity.
Sustainability within practice in OOH
The study also detailed other sustainability benefits of out of home, across traditional static, digital OOH, and future OOH innovation. While traditional OOH can proliferate the use of recycled materials, opt for paper over vinyl where possible, and recycle creatives to reduce overall emissions, digital OOH can reduce emissions by caching creatives on screens to reduce broadcasting, switching to renewable energy sources, shortening video durations and compressing files to cut emissions.
Future out of home advertising innovations also fuel the drive to sustainability, going beyond an ad’s creation and delivery. According to the study, growth areas include solar-powered billboards that reduce energy use while keeping ads visible at night; smog-removing coatings such as vinyl and paints that purify the air when exposed to sunlight; EV charging stations that integrate ads with charging points for electric vehicles; and water purifiers within OOH installations that generate clean drinking water from air moisture.
“We believe in the power of out-of-home advertising to captivate audiences and lead in sustainable practices,” said James McEwan, CEO – EMEA at Billups. “This study conducted by Billups and Cedara underscores out-of-home’s ability to deliver impactful messages with the added appeal of a significantly lower carbon footprint than other mediums. As out-of home evolves in technological sophistication and performance metrics, it is a compelling choice for advertisers seeking both effectiveness and environmental responsibility.”
Key findings from the study
The inaugural data analysis of 1,272 campaigns highlights that:
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OOH campaigns have a lower intensity of carbon emissions compared to other advertising channels.
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Traditional OOH advertising was 188 per cent more carbon-efficient than programmatic display advertising.
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OOH advertising was 246 per cent more carbon-efficient than programmatic video advertising.
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Compared with programmatic video on connected TV (CTV) specifically, Billups-delivered traditional OOH campaigns were 336 per cent more carbon-efficient. This is especially significant as both media channels are generally used for brand awareness campaigns.
The measured inventory accounted for the majority of Billups’ traditional OOH business across 1,272 campaigns, excluding only those campaigns where size dimensions were not available due to reporting capabilities.
Partnership between Billups and Cedara
The Billups-Cedara partnership aims to take a significant step forward in sustainable advertising practices, offering brands an effective way to meet their carbon reduction goals in media planning while benefiting from the effectiveness of OOH in the media mix.
“As brands seek actionable insights on their sustainability journey, it’s critical to have consistent benchmarks to help identify carbon-efficient media choices,” said Eric Shih, Chief Operating Officer at Cedara.
“Our collaboration with Billups highlights how traditional out-of-home can be an impactful channel for brands looking to minimise their carbon footprint without compromising reach and effectiveness. This study is a significant step in empowering advertisers to integrate meaningful, data-driven carbon reduction strategies into their media planning,” Shih added.
Billups uses Cedara’s Carbon Intelligence Platform to measure emissions from materials, size, power consumption, and installation, providing accurate CO2 footprint analytics for each campaign.
The company can then purchase high-integrity, verified carbon credits to fund environmental projects, effectively neutralising the carbon impact of clients’ OOH campaigns.
