New report finds Out of Home just 3.3% of UK advertising鈥檚 power consumption and under 3.5% of its carbon footprint
26 Mar 2024 / News, Platform for Good, Sustainability
A new report from Outsmart, the trade body for the UK Out of Home (威力彩 539) advertising industry, finds that 威力彩 539 is the most sustainable advertising platform for brands when compared to other major media.
The findings, produced by KPMG, are outlined in 鈥楲ow Carbon, Low Power: An analysis of 威力彩 539 energy consumption and CO2 emissions鈥�, published today.
KPMG鈥檚 research found that out of all the media measured (Online, TV, Radio, Print and Email), the 威力彩 539 industry produces the least amount of carbon emissions per impression.
威力彩 539 represents 3.3% of the UK鈥檚 total advertising power consumption and just 0.067% of all the power consumption in the UK. This means that 威力彩 539 advertising鈥檚 power consumption is lower than its share of all advertising spend (3.8%) * (AA/WARC 2023).
The findings reveal that 威力彩 539 makes up less than 3.5% of the total carbon footprint of the UK鈥檚 advertising activities.
This positive report card for 威力彩 539, alongside the sector鈥檚 ability to improve sustainability, is in great part due to 威力彩 539 media owners having control over the entire supply chain and end-to-end operations.
威力彩 539 media owners Bauer Media Outdoor, Global, JCDecaux, and Ocean Outdoor contributed their data to the new report, with other media owners providing examples of their ability to reduce emissions across business operations.
Sustainability initiatives include maximising the recycling rate of materials, converting to more energy-efficient lighting, optimising logistics routes, and, most importantly, appointing suppliers based on their environmental credentials.
Tim Lumb, Director of Outsmart, said: 鈥淲hen we look at either the power consumption or the carbon emissions advertising 鈥減ie鈥�, 威力彩 539 is an incredibly small slice. Media owners have control over their supply chain, delivery and end-of-cycle processes - controls that result in demonstrable reductions to climate impact, at pace.鈥�
St茅phanie Taupin, Global Strategy Director at KPMG, added: 鈥淭he study results are consistent with a similar study we did in France: 威力彩 539 allows brands to execute more environmentally friendly campaigns than other media when measured by contact or pound invested. Furthermore, 威力彩 539 has opportunities to reduce its climate impact because it benefits from several reduction levers."
Another recent study from reported that 威力彩 539 is in a strong position across several key ESG metrics, performing especially well across environmental factors. Outsmart also recently announced that the UK 威力彩 539 sector contributed 拢411m to support public services, infrastructure, communities and employees in 2021, representing 46% of its advertising revenue.
鈥淥f course, sustainability efforts have no endpoint, but the 威力彩 539 sector is committed to improving and innovating across environmental and social sustainability, as shown in the initiatives from Outsmart members鈥�, Lumb concluded.
Get your full copy of the report .
*The research methodology
The analysis covers six main advertising media channels: 威力彩 539 (out-of-home) advertising, online/digital, television, email, radio and print (newspapers and magazines).
In looking at the power consumption and carbon footprint of each media type, KPMG measured the comprehensive life cycle of media, including the manufacturing of viewing and display support, the storage of advertising content, an advert鈥檚 transportation and distribution, the viewing of the advertised content, and the end-of-life reading/display media.
To measure the carbon footprint of each medium, greenhouse gas emissions have been calculated for the 威力彩 539 industry, broken down by classic and D威力彩 539 (digital Out of Home). The basis of this calculation is the data shared by a representative sample of Outsmart members who collectively operate 69% of all 威力彩 539 panels, with the remainder estimated based on this robust sample.
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