Sustainability
We believe sustainability should be a core focus in OOH advertising. By emphasizing accurate measurement, emission reduction, and carbon compensation, the industry can move toward more environmentally responsible practices.
Advancing sustainability in OOH advertising
By measuring, reducing, and compensating carbon emissions, we provide a sustainable alternative to traditional advertising, helping brands meet environmental goals and run effective campaigns.
Our sustainable approach
Accurate measurement
Leveraging Cedara's technology, billups can measure campaign emissions precisely according to the Global Media Sustainability Framework (GMSF), the industry standard methodology announced in June 2024. This approach accounts for factors like materials, unit size, power consumption, and installation, contributing to detailed emissions data.
Compensating emissions
Through Cedara's compensation marketplace, we offer clients the opportunity to compensate for the emissions generated from their campaigns by investing in emissions avoidance/removal projects funding activities like renewable energy and reforestation.
We follow industry-standard measurement by using Cedara’s Carbon Intelligence Platform, which complies with global standards, including Ad Net Zero’s Global Media Sustainability Framework (GMSF), released in 2024.
Our partnership with Cedara
Sustainability leadership
billups is the first OOH agency to adopt Cedara’s Carbon Intelligence Platform, leading the industry toward greener practices.
Carbon measurement
Cedara’s platform helps billups measure and reduce carbon emissions from client campaigns, supporting their sustainability goals.
Corporate responsability
This partnership enhances billups’ sustainability efforts, aligning with global goals to achieve net-zero emissions by 2030.
OOH media: a key channel for carbon reduction
About this case study
- This case study explores how OOH advertising can be a more sustainable media choice, with traditional OOH proving significantly more carbon-efficient than digital channels.
- By leveraging precise carbon measurement, compensating emissions through projects like reforestation, and optimizing placements for efficiency, brands can reduce their environmental impact.
- As brands seek lower-emission strategies, traditional OOH stands out as a high-impact, low-intensity option.
Strategies for reducing emissions in OOH
As the demand for sustainability grows, it’s essential for the Out-of-Home (OOH) advertising industry to adopt strategies that lower emissions and minimize environmental impact. Here are some effective approaches for both Digital and Traditional OOH.
Digital OOH
• Cache creative on screens to reduce broadcasting for each play.
• Switch to renewable energy sources. (inventory providers that switch to 100% renewable energy can reduce overall emissions 50-70%)
• Shorten video duration and compress files to cut emissions. (shorten videos by 50% and reduce emissions by up to 45%)
• Creative file compression (Compress files by 50% and reduce emissions by up to 5%)
Traditional OOH
• Use recycled materials and opt for paper over vinyl where possible.
• Recycle creatives to reduce overall emissions.
Want to be part of the experience? Join the team.
We're shaping the future of Out-of-Home advertising with innovation, collaboration, and creativity. Explore our career opportunities and become part of a global team making an impact every day.