Haik-OOH: Green Creds
Outdoor ads are green
Low C02 emissions
They also went brat
Sustainability in advertising is a big focus for advertisers and media owners, and this report can help to inform choices when it comes to a brand’s sustainability
efforts. Not only does OOH provide a platform for brands to promote green initiatives, but it also allows them to execute more environmentally friendly campaigns.
A recent report from Outsmart and PWC found that per-”impression”, OOH emits less carbon than all other media. OOH is 3.5% of advertising’s carbon footprint.
The key findings from the report include:
The Outsmart report on emissions can be found here.
OOH’s brat summer
In addition to having sustainable green creds, OOH inventory was awash with ads promoting Charlie XCX’s latest album ‘brat’. This led to a significant amount of online and social coverage giving rise to a real world demonstration of OOH’s ability to drive conversation online. This, of course, is something which Route stakeholders are more than aware of as they have researched this over the last few years,
Work in this space by JCDecaux and Lumen showed that people who had previously been exposed to OOH ads had greater awareness and click through rates to online ads than unprimed, cookieless others.
And further to this more recently work by Ocean Outdoor and Neuro-Insight shows that OOH and social media can dovetail nicely together too with those primed by OOH showing greater social media engagment (+13%) than those not exposed.
Further information on OOH’s ability to prime other media is available here and here.
