Sustainability in OOH: Driving impact with innovation

Out-of-home (OOH) advertising is more than just a powerful media channel—it’s one of the most sustainable ways for brands to reach audiences at scale.

As brands strive to reduce their carbon footprint, OOH emerges as a leader in sustainable media. With a lower carbon footprint, high energy efficiency and minimal waste, OOH helps brands engage consumers while supporting environmental and social progress across global markets.

Out-of-home: A more sustainable media choice

OOH emits less carbon per impression than any other media.

Out-of-home consistently delivers lower carbon emissions per impression than other major channels, thanks to low power consumption, long asset lifecycles and smart media delivery.

DOOH offers unparalleled scale and efficiency by delivering multiple impressions at once in high-traffic areas. Unlike social, display, or search ads, which target a single user, a single DOOH ad play can reach thousands of viewers without increasing energy consumption. This unique ability to amplify message reach at scale not only maximizes impact but also drives down emissions per impression, especially when compared to 1:1 digital media delivery.

• When it comes to carbon emissions globally, billboards and other traditional OOH ads are 188% more efficient that programmatic display ads, 246% more efficient than programmatic video, and 336% more efficient than programmatic video on CTV.
• In the UK, OOH emits just 0.25 grams CO₂e per impression, far lower than digital advertising (1.00–1.08 grams CO₂e), radio (0.83–1.09 grams CO₂e) and TV (1.99–2.62 grams CO₂e).
• In France, DOOH’s energy consumption is 0.32 grams CO₂eCO₂e per impression, compared to 0.55–0.66 grams CO₂eCO₂e for digital media.

OOH also accounts for just 3.3% of total advertising power consumption and contributes less than 3.5% to the industry’s carbon footprint—further reinforcing its efficiency at scale.

OOH media owners are committing to a sustainable future.

The OOH industry is leading the charge toward net zero, with many media owners committed to reducing emissions through the Advertising Association’s Ad Net Zero initiative. As signatories of this ambitious commitment, OOH media owners are taking significant strides in transforming their operations and driving sustainability within the advertising sector.

This commitment is further supported by the unique advantage OOH media owners have in controlling their end-to-end operations—from hardware and software to energy sourcing and maintenance. This tight control over the supply chain enables the implementation of sustainable practices and accelerates measurable progress across the network.

OOH’s digital evolution is driving a cleaner, leaner ad ecosystem.

OOH’s shift toward digital innovation aligns with circular economy principles by significantly cutting material waste:

• Digital out-of-home (DOOH) eliminates the need for printing physical posters and shipping, reducing production waste and the energy required for distribution.
• Programmatic DOOH optimizes audience targeting, ensuring that impressions are highly relevant—reducing excess ad delivery and minimizing unnecessary energy consumption.
• In the UK, OOH accounts for just 3.3% of total advertising power consumption, reinforcing its position as an energy-efficient medium.
  
  

Cleaner energy sources are reshaping how OOH operates at scale.

Many OOH networks are transitioning to renewable energy sources like solar and wind power to further reduce their carbon footprint. Across Europe and North America, solar-powered billboards and energy-efficient screens are becoming the norm, aligning OOH infrastructure with global sustainability and social goals.

OOH’s role in sustainable cities & infrastructure

Beyond being a sustainable media format, OOH actively contributes to green urban development by supporting transit systems, smart city initiatives and renewable energy projects.

Public transit gets greener with help from OOH advertising.

OOH advertising revenue plays a direct role in supporting sustainable public transit through partnerships with subway systems, bus networks and rail stations.

• London: Advertising on Transport for London (TfL) assets, such as bus shelters and Tube stations, generates funding reinvested into electric buses, cycling infrastructure and urban sustainability projects.
• New York City: The Metropolitan Transportation Authority (MTA) collaborates with OOH advertisers to fund energy-efficient LED lighting, modernized transit fleets and bike-sharing programs—all contributing to reduced emissions and improved commuter sustainability.
• Paris: The RATP Group uses OOH ad revenue to support electric bus rollouts, expand bike lanes and improve pedestrian pathways, making public transportation more accessible while reducing reliance on private vehicles.

Expanding EV charging & smart city solutions

OOH investment is powering the future of sustainable infrastructure.

OOH networks are also integrating electric vehicle (EV) charging stations and solar-powered installations, positioning advertising as a force for sustainable urban transformation.

Ad-enabled EV charging stations are being deployed by partners like JOLT and Shell Recharge, combining essential infrastructure with opportunities for brands to reach consumers.

The global number of public EV charging points is expected to quadruple by 2030, with OOH networks playing a vital role in meeting sustainability targets.

Looking to make your campaigns more sustainable? We can help you drive impact—responsibly.

As sustainability and social responsibility become a priority for brands worldwide, OOH is leading the way as a low-emission, energy-efficient and high-impact medium. By embracing digital transformation, renewable energy and smart city integration, OOH continues to evolve as one of the most responsible advertising choices for the future.