The Greenest Medium: Why OOH is Setting the Standard for Sustainability

Change is inevitable, and sustainability has become a pressing issue, no longer an optional add-on for businesses. With the UK government aiming for a 45% carbon emissions reduction by 2030, the advertising industry must adapt and find ways to contribute to this goal. Out-of-home (OOH) advertising, surprisingly, has emerged as a leader in sustainability, boasting a lower carbon cost per impression than other media forms.

The Power of OOH

OOH's comparative sustainability stems from its "one-to-many" nature and media owners' direct control over its end-to-end operations. This control allows for more effective sustainability improvements. Additionally, its energy consumption and carbon footprint are relatively small compared to other advertising mediums.

Collaboration Over Competition

The journey towards sustainability requires industry-wide collaboration. Agencies and networks must work together, sharing knowledge and resources to achieve shared goals. This includes fostering connections between marketing, sustainability, and media teams, ensuring everyone is aligned.

Impact and Effectiveness: Convincing the C-Suite

To get buy-in from top-level executives, it's important to communicate in their language and highlight the commercial benefits of sustainability. This involves demonstrating how sustainability efforts can protect against future legislative impacts and drive positive business outcomes. Emphasising that companies failing to adapt will face commercial repercussions can be a powerful motivator.

Measurement and Adoption

Despite the existence of tools like the IPA's Media Carbon Calculator, adoption of sustainability frameworks remains optional in many cases. There's a need for clearer guidelines and mandatory practices to ensure progress.

OOH as a Force for Good

OOH advertising not only excels in sustainability but also contributes significantly to communities. A large portion of OOH revenue is reinvested in public infrastructure, demonstrating its positive impact beyond advertising. It's a platform that can drive positive behavior change and benefit brands' metrics when used for sustainable messaging.

Conclusion

The path to net-zero emissions requires a collective effort from all sectors. The advertising industry has a unique opportunity to lead by example, embracing sustainability as a core principle. OOH's sustainability leadership shows that environmental responsibility and effective advertising can go hand-in-hand. By fostering collaboration, measuring impact, and showcasing the commercial benefits of sustainability, the advertising industry can play a vital role in building a more sustainable future.