The outdoor advertising industry is moving towards a carbon-neutral future

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JCDecaux is already moving forward by announcing that it will launch its first certified carbon neutral product on its public transport network – advertising signs on trams and buses – in Australia in early 2022.

To make the Transit product carbon neutral, JCDecaux’s sustainable development team analyzed Transit’s life cycle, calculating all carbon inputs from start to finish.

JCDecaux was also the first outdoor media company in the world to join RE100, a global organization advocating for a commitment to 100% renewable energy, meaning the entire network, including offices, in Australia and New Zealand will be powered by 100% renewable energy. electricity by 2022.

The industry’s commitment to carbon neutrality was announced at an inaugural showcase event designed to sell outdoor advertising to advertising agencies and brands.

The event is critical for an industry that has been impacted by COVID-19 lockdowns. In 2020, ad spend on billboards fell 38%, according to Standard Media Index, which tracks ad spend through media agencies and doesn’t account for direct spend.

“What we saw last year was very different from this year,” Ms Moldrich said, adding that outdoor advertising spending did not drop dramatically when Sydney and Melbourne went into lockdown again this year.

“It didn’t have such a big impact in July. It didn’t have as big an impact in August, it had a bit more of an impact in September, but what we’ve seen is this quick recovery.

In 2021, for the first three quarters of the year – from January to September – outdoor ad spend increased by 27.7%, SMI said.

Ms Moldrich believes that if the shutdowns had not happened, the outdoor advertising industry would now have returned to near 2019 figures, but she is confident the recovery will be strong.

“We’re coming back to a time when there’s a lot of optimism and we’re going out in the summer and [the December quarter] is still our best quarter,” she said.

The OMA also announced an interim update to its MOVE measurement system, which will assess the effectiveness of digital out-of-home advertising for brands ahead of the launch of a full-fledged digital measurement system called MOVE 2.0. .

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