Out-of-home makes up just 3.3% of the UK Advertising’s Power Consumption and 0.067% of all power consumption in the UK, contributing to under 3.5% of its carbon footprint with the least amount of carbon emission per impression.

There are several actions that will continue to take place to ensure that out-of-home remains the most eco-friendly advertising platform. 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.

Outsmart expert opinion, Stéphanie Taupin, Global Strategy Director at KPMG, added: “The study results are consistent with a similar study we did in France: OOH allows brands to execute more environmentally friendly campaigns than other media when measured by contact or pound invested. Furthermore, OOH has opportunities to reduce its climate impact because it benefits from several reduction levers.”