Let’s talk about outdoor advertising and sustainability. How are agencies addressing it?
Outdoor advertising (OOH) with its impressive formats has been and continues to be a clear synonym for visual impact. However, in an increasingly environmentally conscious world, a fundamental question arises: is it possible to reconcile the need for large-scale communication with respect for our planet?
The answer, as we understand it at Clece OOH, is a resounding yes.
In this article, specially dedicated to committed agencies and advertisers, we explore how outdoor advertising is undergoing a deep transformation, driven by technological innovation and the growing demand for more sustainable solutions.
Do you know the Urban Led, Light+ and Marketing Espectacular 360º displays? Let’s talk about next-generation LED screens, clean energy, PVC-free banners, eco-solvent inks, recyclable materials…
FROM BANNERS TO PIXELS: THE REVOLUTION OF DIGITAL VIDEO
When thinking about a traditional advertising banner, the first image that comes to mind is a large printed surface with inks. However, this image is changing rapidly.
Large-format displays, like those we offer in our URBAN LED network at the Príncipe Pío, Avenida de América, and Plaza de Castilla interchanges in Madrid, are replacing static banners with the dynamism of digital video.
- Lower environmental impact: The production of a banner involves manufacturing large amounts of material and using inks, processes that generate waste and consume energy. Digital video, on the other hand, avoids ephemeral materials and can be constantly updated, reducing the need to print new banners.
- Greater flexibility: Digital screens allow messages to be changed instantly, adapting to market needs and current trends.
- Greater impact: Videos are more eye-catching and generate higher interaction with the audience, resulting in a higher effectiveness of the campaign.
CLEAN ENERGY FOR CLEANER ADVERTISING
Another fundamental aspect of sustainability in outdoor advertising is energy consumption. Digital screens require electricity to function, but where does this energy come from?
The transportation interchanges in Madrid use energy from sustainable sources. This means that the electricity powering our advertising screens has a minimal carbon footprint.
This applies to both URBAN LED large-format screens and the internal network of digital billboards and 3×2 screens in the entrances, lobbies, and high-traffic areas of the interchanges.
And as a new addition for 2024, the nighttime lighting of the advertising skylights in MARKETING ESPECTACULAR 360º, which are among the most recognizable spectacular marketing supports in Madrid.
INTELLIGENT DESIGN TO MINIMIZE ENERGY CONSUMPTION
An efficient design of advertising supports, such as the mentioned skylights from MARKETING ESPECTACULAR 360º, also helps reconcile the goals of advertisers with those of the environment by combining advanced technology and sustainability.
Their design optimally focuses light on the advertising message, attracting all attention and minimizing light pollution in the streets.
This environmentally respectful approach contributes to the reduction of energy consumption, with LED lighting and 100% sustainable energy.
ECO-FRIENDLY MATERIALS FOR MORE RESPONSIBLE ADVERTISING
In addition to digital screens, there are other sustainable solutions in the field of outdoor advertising. One of them is the use of eco-friendly vinyls and banners, made and printed with biodegradable materials. These materials have a lower environmental impact throughout their entire lifecycle, from production to disposal.
At Clece OOH, we offer this option to the most responsible brands, whose commitment to the environment and adherence to standards requires ensuring sustainability in all their actions.
In this regard, one of our most impactful supports is LIGHT+, designed to occupy the best possible location in Madrid’s transport interchanges. LIGHT+ is a high-quality advertising support with photographic fabric and high-contrast LED lighting.
Why is it eco-sustainable? Its fabric is PVC-free, the inks are eco-solvent, and it is therefore 100% recyclable.
Additionally, the backlighting of the support is achieved with next-generation LEDs, which consume less and last longer, and the system is free from harmful elements.
HOW DO WE WANT OUTDOOR ADVERTISING TO BE IN THE FUTURE? SUSTAINABLE AND EFFICIENT
Being efficient is not incompatible with being sustainable. While outdoor advertising in the past has filled streets with ephemeral materials, in the 21st century it is undergoing an unprecedented transformation, driven by technology and environmental awareness: green marketing.
At Clece OOH, we offer sustainable solutions, such as digital screens, smart billboards, eco-friendly materials, and the use of renewable energy, allowing brands to achieve their most ambitious goals, not only in communication to large audiences but also in sustainability.
