Product News | October 11, 2021

DOOH impression multiplier: What it is and how it enhances digital out-of-home ad measurement

If you’ve ever bought digital advertising, you’re probably familiar with measuring campaign success through clicks, conversions, and digital impressions. But when it comes to digital out-of-home (DOOH) media, the game changes. Measuring audience reach in this space isn’t as straightforward as it is in the rest of the digital world — as a one-to-many medium, not only does one play equal multiple impressions, but the amount of impressions usually differs depending on the hour, day, and any number of other environmental factors. 

That’s where the impression multiplier comes in. This key concept helps advertisers understand not only how many people have the potential to see their outdoor ad but also how to maximize that reach for the best possible cost-per-thousand impressions (CPM). When combined with other robust out-of-home data capabilities, the impression multiplier significantly enhances DOOH campaign measurement, giving advertisers clearer insights into their audience reach and improving the tracking of cross-channel impact.

In this article, we’ll break down what the impression multiplier is, how it works, and what media buyers can do to leverage it for better return on investment (ROI).

Jump to:

What is the impression multiplier?

The impression multiplier is a DOOH-specific metric that’s used to calculate the number of impressions delivered by a particular screen in a single ad play.

A core metric for all forms of advertising — whether digital, mobile, or OOH — impressions are used to measure performance by quantifying the total number of times an advertisement is likely to be seen. Since advertising tends to charge on a per-thousand-impressions basis, impressions also play a crucial role in determining the cost of an ad campaign.

READ ALSO: Solidify your understanding of other important DOOH metrics and learn how they can be used to measure different aspects of your DOOH campaign’s success

Impression attribution is fairly simple in online environments, which mostly operate on a one-to-one (one play = one impression) basis. One-to-many channels like DOOH require a slightly more unique approach when it comes to audience measurement since several people are likely to be looking at a display screen at any given moment. 

Enter the impression multiplier: a DOOH-specific multiplication index that’s applied to each play on every individual screen, giving advertisers a more accurate idea of how many impressions are delivered in a single ad play. 

Put another way: 

# of served impressions (ad plays) x impression multiplier = publisher impressions (audience).

Let’s say a digital billboard plays your ad 10,000 times over a given period. This number represents the served impressions. Now, suppose the impression multiplier for this particular time and location is 4, based on audience data like foot traffic and dwell time.

To calculate the total publisher impressions (or audience):

10,000 served impressions (ad plays) x 4 (impression multiplier) = 40,000 publisher impressions (audience)

In this scenario, your ad would be estimated to have reached an audience of 40,000 people.

How is the DOOH impression multiplier calculated?

Contrary to what some might expect, the DOOH impression multiplier isn’t a standardized formula or static value. Instead, this dynamic multiplier is tailored to each screen, transforming raw plays into more accurate representations of audience impressions based on real-world data provided by media owners. These multipliers adapt to reflect the audience’s presence and engagement, adjusting for the individual nuances of each specific placement.

The audience data used to calculate the impression multiplier for any given DOOH screen typically revolves around the number of people present within the display’s viewing range at various times. Having access to real-time (or relatively real-time) data sources allows the multiplier to align with the actual impressions generated. 

Depending on the network, different methods are employed to gather this data, including:

  • Proprietary survey data: Media owners conduct targeted surveys to understand foot traffic and viewer demographics in specific locations.
  • Mobile data: Location-based insights, such as anonymized mobile device tracking, provide valuable context about movement patterns near the screen. 
  • Independent research: Third-party research films like Geopath or Nielsen can be commissioned to validate impression numbers using their own methodologies.
  • Cameras or sensors integrated with a DOOH platform: Sophisticated tech, like AI-powered cameras or motion sensors, can be integrated with a DOOH analytics platform like Quividi or Linkett to monitor the environment and collect real-time views data on an ongoing basis. 

By combining anonymized and privacy-compliant audience data with sophisticated tracking methods, media owners can provide advertisers with a clearer picture of how many people their message truly reaches. This granular approach improves the accuracy of KPIs like reach and CPM, offering media buyers more precise measurement and real-time insights for strategic decision-making.

READ ALSO: Get a better understanding of how to calculate CPM for billboards and other traditional OOH formats

How to leverage the impression multiplier for better ROI

Maximizing ROI in any advertising campaign comes down to two key factors: reaching the right audience and efficiently allocating budget. In the context of DOOH, the impression multiplier is a powerful tool that enables advertisers to optimize both. But how can you leverage this metric to not only improve your DOOH performance but also drive results across an entire omnichannel strategy?

Here are three effective ways to leverage the impression multiplier for better ROI:

1. Optimize audience targeting with data-driven precision

The impression multiplier factors in audience presence, giving you real-time insights into when and where your ads will resonate most. By integrating data on audience demographics and engagement analytics, the multiplier helps you fine-tune your targeting strategies for maximum impact and ROI. This data-driven approach optimizes both the reach and relevance of your campaigns, making every impression count.

2. Integrate the impression multiplier into cross-channel campaigns

(D)OOH has been shown to supercharge the reach of your other advertising channels, with one study finding that OOH amplifies all major media by more than 90%. If you know how many people are actually seeing your DOOH ads, you can better coordinate follow-up touchpoints, like mobile retargeting and social media ads, reinforcing your message and driving conversions for a seamless customer journey.

3. Adjust CPM and bidding strategies in real-time

Programmatic DOOH allows for dynamic, real-time bidding adjustments based on audience fluctuations. Advertisers can fine-tune their cost-per-thousand impressions (CPM) bidding strategies by analyzing how audience numbers fluctuate throughout the day, increasing bids during high-traffic periods and lowering them during off-peak times to ensure optimal exposure and budget allocation.

Suppose you’re running a DOOH campaign for a new sportswear collection at a shopping mall. Traditionally, your ad spend might be spread evenly throughout the day, assuming foot traffic remains constant. However, using insights based on the impression multiplier, you choose to boost ad placements during lunch hours and weekends when foot traffic spikes.

In today’s interconnected world, integrating DOOH with the impression multiplier enhances ad performance and creates a cohesive omnichannel strategy for better ROI. By optimizing targeting, syncing cross-channel efforts, and refining real-time bids, the impression multiplier helps media buyers maximize reach and budget efficiency, driving campaigns to their full potential.

Want to explore more pDOOH optimization strategies?

Check out our eBook for actionable tips on integrating DOOH into your omnichannel strategy.

Product News | October 11, 2021

Screenverse and Broadsign partner to maximize programmatic digital out-of-home opportunities

Digital out-of-home (DOOH) and programmatic DOOH (pDOOH) are transforming how advertisers reach people in the real world, unlocking real-time, data-driven ways to deliver powerful messages in dynamic spaces. As more brands turn to this flexible, targeted form of advertising, new innovators are leading the charge.

With a network of nearly 100,000 screens in high-traffic venues, Screenverse is at the forefront of this transformation, making it simple for brands to unlock the full potential of DOOH and engage with consumers wherever they are. As a programmatic inventory partner, Screenverse helps media owners and advertisers seamlessly adopt and optimize pDOOH strategies for maximum impact.

From startup to industry leader

Founded in 2020, Screenverse has quickly become a leader in programmatic and DOOH advertising. Focusing on leveraging cutting-edge OOH technology and top talent, they’ve built one of the largest digital screen networks, aiming to simplify and optimize the DOOH experience for media owners and advertisers.

Screenverse’s network of almost 100,000 screens across 30+ venue types—from billboards and urban panels to elevators and gas stations—offers advertisers unique ways to reach audiences at key moments. This broad network allows for strategic inventory packaging, delivering targeted content where and when it matters most. For example, TouchTunes, the largest digital jukebox network in the U.S., runs promotions in bars and restaurants, encouraging customers to engage with the jukebox and play music.

Similarly, many other networks provide tailored, dynamic content—like news, weather, and sports—designed to fit specific environments. Vertical Impression, an elevator advertising network, delivers engaging content customized to the type of venue it serves. In office buildings and universities, elevator screens run important information like upcoming events, building maintenance updates, and parking bans. These screens are unique in that they showcase the local weather, the floor the elevator is on, and an advertisement all at the same time.

Today, Screenverse’s expansive networks generate more than 10 billion monthly impressions across all 210 U.S. designated market areas (DMAs).

Screenverse’s diverse network
Screenverse’s diverse network

An innovative approach to programmatic DOOH

Leveraging cutting-edge technology and a customer-centric team of experts, the company helps media owners and advertisers navigate the intricacies of pDOOH advertising. Whether DOOH media owners are new to programmatic or looking to optimize revenue, Screenverse offers tailored services like ad operations management, deal optimization, and sales enablement. 

With its networks serving diverse functions—from building directories on lobby screens to digital billboards in major DMAs—Screenverse integrates a wide range of technologies, including data feeds and interactivity. By partnering with Broadsign’s leading supply-side platform (SSP), it equips its media owner partners with top-tier programmatic tools, comprehensive inventory management, pricing optimization, and robust reporting solutions. Advertisers, in turn, are drawn to Screenverse for its responsiveness, precision, and tech expertise. Backed by a team of DOOH and pDOOH specialists, the company provides seamless access to premium inventory at scale, making it easy for omnichannel advertisers to tap into the DOOH market.

Amplifying network reach and impact with Broadsign

To scale its efforts and enhance its offerings, Screenverse has integrated its extensive network with Broadsign’s SSP, working to bring all 100,000+ screens onto the platform. Over 12,000 screens have been onboarded, with more to come in the coming months. The integration allows Screenverse to connect its inventory with major omnichannel campaigns managed by demand-side platforms (DSPs). As a result, advertisers can easily plan and execute their campaigns across its diverse network, driving growth for media owners and bringing more advertisers into the fold. 

“We’ve been fans of Broadsign for well over a decade, from the technical foundations that have been laid, the innovation in the player software, the ad server, marketplace developments, and now with Broadsign’s SSP. We knew that each of our networks would get value in some way from integrating with Broadsign,”  says Adam Malone, Co-Founder & President of Screenverse.

Screenverse’s diverse network

Building a bright future together

Many DSPs driving omnichannel demand depend on the advanced planning, filtering, and data capabilities of SSPs. Together, Screenverse and Broadsign are working to enable the seamless integration of inventory and data into omnichannel campaigns across any DSP connected to Broadsign’s SSP. This collaboration is set to bring significant benefits to the entire DOOH ecosystem, enhancing efficiency and campaign performance.

“We are thrilled to be partnering with one of the true pioneers of DOOH,” says Malone. “Screenverse was founded only four years ago, but many of us have been in the digital signage and DOOH industry for 15 years or more. During that time, Broadsign has laid the tracks without which pDOOH would be impossible. We love what we see in Broadsign’s SSP and will do everything in our power to help our partners compete and win in the platform while simultaneously elevating the advertiser experience to drive further investments across the whole ecosystem.”

Looking ahead, Screenverse is poised to push the limits of what’s possible in the DOOH space. By blending Broadsign’s cutting-edge technology with Screenverse’s vast network and customer-centric approach, the two companies are set to shape the future of DOOH advertising. Together, they aim to create a more dynamic, accessible, and effective DOOH ecosystem that benefits media owners, advertisers, and consumers alike.

Learn more about the value of programmatic DOOH for your advertising strategy. Let’s connect!

Product News | October 11, 2021

Why in-store media is essential for forward-thinking retail media strategies

In the fast-paced world of retail, staying ahead means more than just keeping up with trends — it’s about leading the charge. As e-commerce expands, brick-and-mortar stores continue to hold their ground, with 83.7% of this year’s retail sales still happening in-store. That’s a golden opportunity for retailers to directly connect with customers when they’re most ready to buy — at the point of purchase. 

In-store retail media networks (RMNs) engage shoppers when they’re in decision-making mode, delivering tailored messaging that boosts interest and drives action. With the ability to reach up to 70% larger audiences compared to traditional digital channels, in-store media plays a crucial role in enhancing the shopping experience. It seamlessly bridges the gap between online and in-store, ensuring your brand stays top of mind.

Integrating in-store media into your RMN strategy is more than just a smart move — it’s essential for growth and long-term success in today’s competitive retail environment.

Jump to:

Why prioritize in-store retail media?

“Retail media” can have various meanings depending on who you ask, but we like to keep it simple: it’s a way to reach your customer right at the point of purchase or point of choice.

While online retail media has made huge strides in recent years, there’s a massive opportunity to bring that same digital innovation into physical stores.

Benefits include:

Elevated shopping experience

In-store media like product demos, end-cap displays, and interactive kiosks can transform a retail atmosphere, creating a more engaging shopping experience. Printed posters and digital screens guide customers through the store, highlighting sections, promotions, or featured products. Dynamic digital signage can also display tailored advertisements and promotions based on real-time data.

Increased sales

Effective in-store advertising drives impulse purchases and upsells products, especially in categories like food and groceries, which account for a significant proportion of Americans’ impulse buys. Digital signage in grocery stores is an excellent way to capitalize on this. By highlighting promotions and new arrivals, retailers can boost sales and increase transaction value. In fact, a 2023 Insider Intelligence survey found that 31.5% of U.S. shoppers who discovered a new item while browsing in-store purchased it immediately.

Data collection and insights

In-store media integrates with digital tools to gather customer behaviour and preferences. This data helps refine marketing strategies, optimize store layouts, and improve inventory management. Additionally, it enables real-time, audience-based programmatic bidding and activation for digital signage, offering retailers new opportunities to monetize their in-store display networks.

Supporting omnichannel strategies

In-store media can complement online and mobile marketing efforts, creating a cohesive brand experience across all channels forming an omnichannel retail media network. For example, digital signage can promote exclusive online offers or integrate with loyalty programs. Additionally, DOOH ads can reinforce social media campaigns by boosting KPIs like brand relevance, likability, and authenticity. 

Alternative Revenue Stream

Retailers can monetize their media inventory with both endemic advertisers—brands that align with the environment—and non-endemic brands seeking to reach new audiences while retaining full control over campaigns. This approach diversifies revenue, mitigates risk, and maximizes asset utilization, creating opportunities to fund internal projects and boost profitability. Additionally, real-time, audience-based programmatic bidding for digital signage opens new avenues to further monetize in-store display networks by delivering highly targeted, dynamically adjusted ads.

How technology is disrupting in-store experiences

Today, the spotlight is on crafting seamless omnichannel experiences that blend the best of digital and physical retail. Personalized advertising, using digital signage, in-store analytics, and mobile marketing, enhances customer engagement and makes in-store interactions memorable.

Tech advancements include:

  • Real-time data analytics: Real-time data analytics allows for monitoring customer behaviour and preferences, enabling quick adjustments to in-store promotions and product placements. This leads to more personalized experiences, improving customer satisfaction and driving sales.
  • Dynamic content delivery: Retailers can now implement responsive digital displays that update in real-time to showcase personalized offers and relevant content based on customer behaviour. Brick-and-mortar stores can also incorporate interactive elements like touchscreens and augmented reality (AR) to create an immersive in-store experience.
  • Dwell time analysis: Dwell time analysis helps identify areas of the store that attract or lose customer interest, enabling optimization of store layout, product placement, and promotions. By enhancing high-traffic zones and addressing low-engagement areas, stores can create a more intuitive and engaging shopping experience, encouraging longer visits and boosting sales.
  • Unified data sources: Integrating all real-time data streams into a single, unified tech stack allows retailers to create a comprehensive view of customer preferences across all touchpoints. This integration helps streamline inventory management, tailor promotions, and provide seamless service, enhancing overall customer satisfaction and loyalty.

Leveraging these innovations streamlines operations and gives retailers a competitive edge, allowing them to adapt to changing trends and stay ahead in the fast-paced retail landscape.

READ: Learn how to enhance the in-store retail experience with digital signage.

The current state of in-store RMNs: Challenges and opportunities for retailers

In-store advertising plays a crucial role in retail marketing by capturing customers’ attention as they shop. From point-of-sale displays to promotions, audio, and signage, it’s designed to boost sales. However, despite its potential, it’s often underutilized and not fully integrated with broader marketing strategies. Here are some of the challenges retailers encounter when implementing and optimizing in-store media.

Strategic allocation and resource challenges

Keeping up with rapidly changing tech and consumer shopping trends can make investing in the latest technologies expensive and risky. Many retailers have been burned by significant investments in groundbreaking digital technologies, only to see them replaced or marginalized by new inventions a year later.

Cross-channel data sharing challenges

Retailers’ and brands’ communication channels often remain siloed and disconnected, operating independently with separate systems and data. This makes it difficult for marketers to provide customers with real-time, personalized, and relevant information at the right moment via the right channels, which is crucial.

Tech integration challenges

Retailers often manage various solutions and vendors for customer communication without coordination or strategic planning. This patchwork approach makes it harder to connect with customers effectively and adds to the fragmentation currently seen in retail media. Many in the industry have cited a lack of standardization as the biggest challenge of 2024.

3 reasons to integrate in-store media as part of your RMN

Merging in-store media with your broader retail media network offers more than just standalone digital signage. By tying in-store media with your first-party RMN data, you craft a unified and personalized experience that drives engagement and boosts sales wherever your customers shop.

1. Consumer-focused strategies enable personalized in-store targeting

To deliver a standout retail experience, you need more than just a top-notch eCommerce setup—though that’s often a great starting point for building your RMN. By integrating in-store media, you can personalize the shopping journey through relevant content that grabs attention and boosts conversion rates.

Improved customer engagement and loyalty

By leveraging first-party data, you can customize in-store ads to match individual preferences, enriching the shopping experience and making customers feel appreciated. Integrating in-store media with your RMN ensures consistent messaging across all channels, which builds trust and loyalty by presenting a unified brand that meets customer needs.

Imagine a clothing retailer using this approach: a loyal customer receives a mobile alert about a special event featuring items similar to their past purchases. In-store digital displays showcase complementary products and offer exclusive discounts and styling tips. An interactive kiosk lets customers check their loyalty points, redeem rewards, and give feedback, boosting engagement and gathering valuable insights.

Higher conversion rates and increased sales

According to a 2024 U.S. survey report by Deloitte Digital, nearly three-quarters of consumers say they’re more likely to purchase from brands that deliver personalized experiences—and they spend 37% more with those brands. Meanwhile, over one-third of Gen Zers said their preferred way to receive personalized marketing was in a store.

Picture a shopper entering a grocery store. As they head towards the dairy aisle, a digital display activates, showcasing a promotion for a new yogurt brand. This ad is tailored in real-time, based on excess inventory and the shopper’s frequent yogurt purchases. It features a limited-time discount and highlights the yogurt’s health benefits, directly targeting the shopper’s preferences. Tempted by the offer, the shopper adds the yogurt to their cart and enjoys the discount. The store moves inventory efficiently and boosts the shopper’s basket size and satisfaction.

2. Integrating real-time data offers advanced measurement and optimization of campaigns

    Real-time data transforms how you measure ad performance across your network, offering instant insights into customer interactions and ad effectiveness. Linking in-store media with your RMN allows you to track what’s working and adjust as needed, keeping your marketing sharp and relevant. If an in-store promo isn’t performing well, you can quickly update the content, change the display location, or modify incentives. This flexibility keeps campaigns aligned with customer preferences and market trends, while A/B testing different strategies helps fine-tune your approach for optimal results.

    For example, Walmart uses in-store sensors and AI to adjust digital signage based on customer traffic patterns, ensuring that the most relevant ads are displayed at peak times. This real-time approach allows Walmart to quickly respond to market changes and customer demand, optimizing their pricing and promotional campaigns for maximum profitability. A 2023 AIScreen case study of Walmart’s integrated digital signage implementation revealed a 50% improvement in promotional effectiveness and a 30% enhancement in customer wayfinding.

    3. Unifying your data sources opens up new monetization opportunities

    Bringing together all data sources in your retail media network unlocks new revenue opportunities. By combining in-store media with insights like online behaviour, purchase history, and customer demographics, you gain a complete view of your customers. This 360-degree perspective allows you to create highly targeted advertising strategies that appeal to brand partners aiming to reach specific audience segments.

    With unified data, you can also develop innovative cross-channel marketing campaigns that blend in-store and online experiences. For instance, you can offer brands the chance to run coordinated campaigns, where in-store promotions are backed by online ads, email marketing, and social media engagement. This multi-channel approach ensures consistent messaging and amplifies the campaign’s impact, driving higher engagement and conversion rates. The value of these integrated campaigns makes brands more likely to invest in your retail media network.

    Practical steps

    To integrate in-store advertising with other channels, consider the following steps:

    1. Invest in integrated data platforms: Choose a comprehensive in-store digital marketing platform that can consolidate data from various sources, including in-store interactions, online behaviour, purchase history, and customer demographics.
    2. Enhance in-store media infrastructure: Upgrade your in-store media infrastructure to support dynamic content delivery based on real-time data. Specifically, install digital signage that delivers personalized ads and promotions to individual customers.
    3. Implement advanced analytics tools: Use advanced analytics tools to analyze unified data, identifying key customer segments, preferences, and behaviours. Share these insights with brand partners and merchandisers to help them optimize product offerings and marketing strategies.
    4. Enable data-based programmatic bidding and activation: Leverage in-store data to offer personalized ad slots that align with customer preferences and behaviours. Then, sell targeted ad space to brands based on these real-time customer insights, allowing them to reach their ideal audience.
    5. Continuously monitor and optimize: Regularly monitor the performance of your (and your partners’) in-store media and marketing campaigns using real-time data. Continuously refine and optimize your strategies based on performance metrics and customer feedback.

    Want to add in-store retail media to your RMN strategy?

    Unlock new revenue and increase shopper satisfaction with contextual in-store ads. Learn more here.

    Product News | October 11, 2021

    Programmatic Digital OOH drives a +125% lift in purchase intention for Uber Eats

    Online food ordering and delivery platform Uber Eats wanted to increase brand awareness and purchase consideration for its delivery application. Launched in 2014 by Uber, the brand is operational in over 6,000 cities in 45 countries and has couriers delivering meals by car, scooter, bike, or on foot.

    Wanting to raise awareness for its ‘No Delivery Fees’ promotion, the brand launched a programmatic digital out-of-home (pDOOH) campaign in select markets in the Netherlands.

    To measure the impact of the pDOOH ads on ad recall, interest, attribution, consideration and purchase intention, a brand lift study was conducted in collaboration with Broadsign and Happydemics.

    Strategy

    The programmatic DOOH campaign was launched with agency partner EssenceMediacom and out-of-home expert Broadsign. Working with Outmoove demand-side platform (DSP), the campaign ran alongside other channels including paid social and online video.

    Broadsign worked closely with EssenceMediacom and Uber Eats to determine campaign parameters, creating proposals that included audiences, locations, venue types, and more. Campaign proposals and creatives were then uploaded and launched via Outmoove DSP, which also provided reporting on campaign performance.

    Ads ran across several major cities in the Netherlands, including Rotterdam, Eindhoven, and Haarlem, reaching high-traffic locations like train stations, malls, urban panels, bus shelters, and gas stations. Over the course of the campaign, more than 7.6 million ads were served, generating over 27.8 million total impressions. The OOH vendors involved included Global Netherlands, Clear Channel Netherlands, JCDecaux Netherlands, CSDM, and Ocean Outdoor Netherlands.

    Results

    The results showed that ad interest nearly doubled among those who recalled the ads compared to those who didn’t, demonstrating the campaign’s effectiveness in capturing audience attention. Additionally, there was a 2X increase in purchase consideration, with the campaign ranking in the top 15% for purchase consideration within the food delivery category across all media platforms.

    “Broadsign enabled us to quickly activate our programmatic DOOH campaign, allowing us to reach a contextually relevant audience at scale. Their audience and location data were crucial in targeting potential viewers and delivering the right message across various formats seamlessly. Additionally, the flexibility to update creatives during the campaign ensured our messaging stayed fresh and effective throughout. Broadsign’s support made the entire process smooth and efficient, helping us achieve impactful results,” says Fadli Gunawan, EMEA Brand Media Lead at Uber.

    Want the campaign highlights? Check out the infographic below.

    Product News | October 11, 2021

    Out-of-Home’s push for a more sustainable future

    Historically, the out-of-home (OOH) industry has been perceived as resource-intensive thanks to its physical nature. From printed ads to always-on digital screens and illuminated billboards, the environmental impact of the medium is hard to miss. And that’s not to mention the logistics of transporting materials and maintaining physical locations.

    So it may surprise people that, according to recent research by KPMG and Outsmart, the accredited OOH trade body in the UK, outdoor advertising is responsible for less than 3.5% of the advertising industry’s carbon footprint and only 3.3% of its power consumption across the region. That placed OOH as the most sustainable advertising medium in the UK, compared to Online, TV, Radio, Print and Email. 

    While these numbers are impressive, there’s still work to be done for OOH to become a ‘green’ sector. Sustainability is becoming crucial for the industry’s long-term viability, especially as consumers increasingly prefer environmentally conscious products and practices. As a result, brands are investing more in R&D to meet these demands, and agencies are stepping up with initiatives like incorporating sustainable materials into campaigns and setting certification standards for OOH suppliers.

    Let’s take a look at the steps the OOH industry is taking to build a more sustainable future.

    Where Does OOH stand in the sustainability conversation?

    According to Outsmart and KPMG’s study, OOH represents less than 1% of annual power consumption in the information communication technology (ICT) sector. The large number of personal devices in use and the data transmission networks and data centres that enable them account for 99.4% of annual ICT power consumption. 

    OOH is also a one-to-many platform where a single ad reaches a broad audience, making it an efficient medium for engaging with large numbers of people. The same study found that OOH emits less carbon per impression than all other media measured, coming in at 0.25g CO2eq – less than half of its closest competitor media. 

    So, how is the OOH industry addressing sustainability challenges? Many media owners and ad tech providers are setting their own standards for greener practices. Still, some governing bodies are forming committees to foster dialogue and encourage the adoption of sustainable business practices within the industry. For example, the World Out of Home Organization (WOO) has established a Global Sustainability Task Force that focuses on sharing best practices for companies and WOO members to implement sustainability into the heart of their businesses.

    Learn more about sustainability at Broadsign.

    Greener practices in OOH

    Compared to other advertising channels, OOH media owners have more control of the supply chain and end-to-end operations, allowing them to improve sustainability in a more direct way. 

    Practices include:

    Recyclable materials and eco-friendly printing

    Traditional or static billboards, typically made from PVC or vinyl, are not biodegradable and pose recycling challenges, leading to more waste in landfills. The production of these materials is energy-intensive and generates considerable waste as they require frequent replacement when ads change. Additionally, the emissions from transporting and installing these billboards add to their environmental impact.

    OOH media owners are starting to make significant strides by incorporating refurbished and recyclable materials into billboards and related collateral. The construction and installation of OOH furniture are at the top of mind, with some media owners replacing steel casing wraps around panels with more eco-friendly alternatives and recyclable plastics.

    Sustainable printing practices are essential to a greener OOH industry, from using eco-friendly inks like water- or soy-based varieties to partnering with companies that invest in responsible paper sourcing, advanced printing technologies, and effective waste management.

    Tip: Just as brands and agencies demand certification requirements for OOH suppliers, media owners should prioritize suppliers based on their environmental credentials and sustainable product offerings. 

    Reusability programs

    Once a campaign concludes, it’s important to ensure that all materials are recycled or disposed of in an environmentally responsible manner. This involves managing the disposal of used billboards and signage and informing clients about the available recycling options for their displays. Educating clients about these options helps promote sustainable practices and ensures that materials are handled in a way that minimizes environmental impact.

    Renewable energy sources

    Renewable energy, like switching to LED displays or powering digital OOH (DOOH) screens with solar or wind panels, is another area of investment for media owners. A separate study from Outsmart and PwC found that the outdoor industry has increased its use of renewable electricity to over 90%. 

    LED technology offers significant energy efficiency and a longer lifespan compared to traditional lighting options, making it an ideal choice for OOH suppliers aiming to reduce energy consumption and operational costs. Solar energy can also power various formats, from digital billboards to kiosks, reducing reliance on nonrenewable electricity. While the initial investment in LED and solar technology may be higher, the long-term savings from reduced energy use and maintenance are substantial. Additionally, adapting to ambient light levels based on the time of day and season and powering down digital screens during overnight hours can further enhance energy efficiency.

    Local sourcing and community impact 

    Local sourcing in OOH refers to obtaining materials and services from local suppliers and vendors rather than importing them from distant locations. This approach helps reduce the carbon footprint associated with transportation and supports the local economy. In the context of OOH advertising, local sourcing might involve prioritizing nearby manufacturers for billboards and signs, working with local printing companies, or engaging local contractors for installation and maintenance. 

    Additionally, outdoor advertising companies must understand how their displays might affect local ecosystems and communities. Proper placement of these ads should be considered to help minimize negative impacts on both the environment and local residents.

    OOH advertising’s real-world presence gives it the impact, buzz, and effectiveness that make it a valuable part of any media mix. However, it’s important to balance this tangible, in-person touchpoint with efforts to improve sustainability. By staying mindful of ways to reduce our environmental impact, we can continue to engage consumers effectively while advancing toward a greener future in advertising.

    Explore the current state of sustainability in OOH and the industry’s efforts to drive environmentally conscious practices.

    Doohx members can access the latest masterclass, Sustainability in OOH, by visiting the Knowledge Base online or via the doohx app. Not a member yet? Learn more here.