Do you want to reduce emissions from your advertising campaign? Try Old-Fashioned Billboards
Outdoor advertising could reduce carbon emissions of your advertising campaign.
Global OOH advertising agency Billups worked with carbon intelligence company Cedar to measure the environmental impact of display compared to other advertising formats.
Cedara’s research found that billboards and other traditional OOH ads were 188% more effective than programmatic display ads, 246% more effective than programmatic video, and 336% more effective than programmatic video on CTV.
The goal of report is to give marketers a better idea of efficiencies and how to use OOH to meet their carbon reduction goals, explained Stephanie Gutnik, director of global strategy at Billups.
“There can be such a fear of not being an expert, of saying something that could be considered greenwashing or of being wrong,” Gutnik acknowledged. “[We thought:] let’s just get some information out there so people can feel more confident and have data that can allow them to start making better decisions.
Normalization measure
Use Ad Net Zero Global Media Sustainability FrameworkCedara analyzed 1,272 advertising campaigns run by Billups.
The framework’s estimates for OOH allowed Cedara to calculate the “emissions intensity” of Billups’ advertising campaigns, measured in grams of CO2 equivalent emissions generated per impression. Cedara then compared the show intensity of Billups’ inventory with that of other channels, including programmatic display, video and CTV.
“There are a lot of misconceptions about the exterior of the home,” Gutnik told ADWEEK. “You look at these screens and these charts that are in some cases larger than life, and you probably think that’s the furthest thing from what we need in a reduction strategy.”
The initial report focused only on traditional OOH advertising, but Gutnik said Billups and Cedara plan to collect additional data on digital display.
“There is a lack of data,” noted Eric ShihDirector of Operations at Cedara. “Hopefully, as standards are put in place, more companies will take an interest. »
Upcoming sustainability regulations
This type of measure is necessary for companies operating in Europe, Shih said. Regulations coming next year will require companies to submit detailed reports on their broadcasts, including their marketing and advertising activities.
Although the US market does not face the same regulatory pressures as the EU, Australia or Singapore, emissions measurement data is necessary for global brands.
“What we will see next year is more companies and brands,” Shih predicts. “You may not see it on a large scale in the United States, but […] we’re seeing now, we’re starting to get questions like, “How can we measure this?” How can we make an impact here? »
