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Why Digital Out of Home Advertising is Greener Than You Think

22 February 2019

Advertising might not be the first sector that springs to mind when you think of sustainability, but in a time when concepts like reducing plastic, e-waste and carbon miles, a number of companies are creating innovative means to not only reduce the impact of their business but also create change for good through digital out of home (DOOH) advertising.

Air pollution

Air pollution is a significant problem in many parts of the world. It's cited that 6.5 million deaths per year can be attributed to air pollution according to the World Health Organisation (WHO), much [greater than the number from HIV/AIDS, tuberculosis and road injuries combined].

In London and Italy, digital billboards are making the surrounding areas more green. The creation of building restoration company Urban Vision, the billboard contains a fabric they call "The Breath" that can absorb air pollution concentrations within a 25 meter area.The material uses a series of nano-molecules and the local atmosphere’s natural air flow to remove harmful pollutants such as nitrous oxides, sulphur oxides and particulates. By installing 250 sq/m of the material over a one-year period, The Breath’s inventors say its impact on the environment is the equivalent of removing pollution from over 750,000 unleaded vehicles and 300,000 diesel cars.

Solar digital billboards

Billboards and digital displays themselves are becoming more sustainable through greentech innovations

Solar energy is on the verge of becoming the cheapest source of power on a global basis. In 1977 it would cost $77 per watt for a solar panel; today the cost is less than $0.30. The scale of solar has increased by a factor of 50, over the past decade – it took 25 years to get to 1% of total world electricity, and subsequently only 2.5 years to get to 2%. In the US, a solar powered digital screen can create enough energy from the sun each day to power two digital billboards for twenty-four hours. The surplus energy is uploaded to the power grid adding to the electrical power available for consumption by the public.

E-Paper displays

Not only the powering of the Digital OOH devices is becoming more sustainable but also the materials. Papercast E-Paper displays use reflected light, as opposed to emitted light. This means that anything displayed on an E-Paper displays works in any lighting condition which means no matter what the weather. E-Paper displays are over 36 times more energy efficient than a similar sized LCD screen. This means that the amount of power used in an LCD display for 20 hours would last 720 hours in an E-Paper displays. The benefits of this are a huge reduction in energy consumption and carbon footprint.

Hyper local but scalable digital advertising

Here at HYGH we are creating a platform that democratizes advertising meaning that digital advertising is not limited to large international companies with full pockets. Sustainable small businesses are given the opportunity to promote themselves to people that that they may not reach otherwise. Our creation of hyper local advertising for local bricks and mortar businesses encourages people to shop locally in their neighbourhood. Further, digital advertising can be edited remotely, removing the need for a vehicle to travel to each digital screen and change the advertising every time there’s a new campaign. Sustainability is as much about behavioural and attitudinal change and at Hygh we creating opportunities for change.

HYGH is democratising the outdoor advertising industry so that everyone can advertise their business. Secure a 9% Revenue Share.

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