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OOH and ecology: how to care for the environment while advertising outdoors?

OOH and ecology: how to care for the environment while advertising outdoors?

OOH and ecology: how to care for the environment while advertising outdoors?

Both Millennials and Generation Z closely examine companies’ actions and their impact on the environment. Consumers expect companies to support environmental protection efforts and actively work towards preserving nature. This expectation extends not only to the products but also to marketing activities. In this article, we will guide you on how you can care for the environment while using OOH advertising.

More about consumer expectations towards companies, including in the area of ecology, can be found in our report “Post-Covid Consumer Trends: What Do Consumers Expect from Companies”:

Why Is environmental care so important in marketing?

The current trend involves creating a loyal customer base that will return to a company for its products or services. To achieve this, it is essential to listen to their voices and understand their expectations. Consumers want to be heard, especially concerning environmental issues.

They are well aware that the Earth’s resources are not unlimited and therefore strive to live more ecologically. They opt for second-hand purchases, seek companies whose products will last for many years, and desire active participation from companies in environmental protection. They expect that all brand activities will focus on producing minimal waste and reducing pollution, not just from their products but also from marketing materials.

How to advertise ecologically?

Since marketing activities are also part of environmental protection, what can be done to advertise while not polluting the planet?

OOH (out-of-home) advertising is one of the most effective forms of marketing. It reaches a broad audience, has a large format visible from a distance, and is displayed in places frequently visited by potential customers. Therefore, the abundance of posters and billboards in larger and smaller cities is not surprising.

However, environmental advocates point out that posters and billboards contribute to waste, which later ends up in landfills. Additionally, some argue that toxic adhesives are used for their installation.

Does this mean we should abandon outdoor advertising and switch exclusively to the internet? Although the internet allows for personalized advertising, its reach is limited, especially with ad-blocking applications. Instead, we recommend choosing ecological advertising media.

Ecological advertising media

The development of new technology supports environmental care. Increasingly, instead of standard billboards or posters, DOOH (digital-out-of-home) media is used. These media come in various formats, from large billboards visible from a distance to smaller screens placed at bus stops. DOOH media can also be found in shopping malls and office buildings. For example, Wrangler advertised its products on a large electronic billboard located right in front of the Złote Tarasy shopping mall near the Central Station in Warsaw. Meanwhile, N!ck’s, a producer of healthy bars, advertised on smaller displays in shopping malls.

Small LCD screens are also available in public transport vehicles (buses, trams, metro) and private clinics’ corridors. Samsung, interested in promoting health, chose LCD screens in Medicover clinics. Muszynianka, a mineral water producer, opted for campaigns presented in public transport.

Each of these companies chose DOOH media, one of the most ecological solutions. Implementing an ad in selected locations does not require a group of people to physically go there to install a poster. The ad can be projected remotely, eliminating the need for travel and thus reducing environmental pollution from vehicle emissions. Additionally, they save materials that would be used for poster production.

Another form of ecological and creative advertising are murals. They are considered works of art painted directly on buildings, solving the problem of covering residents’ windows with unsightly, flapping advertisements (and bypassing landscape regulations). Young artists are invited to create these campaigns, using their talent to paint the pre-designed advertising message. Everything has artistic value and does not obstruct the residents’ access to daylight. Moreover, environmentally friendly paints with bactericidal properties and smog-absorbing capabilities are now used for murals.

We proposed this solution to Wrangler, which decided to create another campaign with us, this time in the form of a mural, as well as to Viaplay Sport, advertising Bundesliga matches.

As you can see, finding ecological OOH media is not difficult. Technological advances allow us to use these benefits for good purposes. Especially since the ecological OOH and DOOH media in our offer are constantly monitored, and their effectiveness is regularly tested. This way, our clients enjoy high effectiveness in their advertising activities without wasting budget and with an emphasis on environmental protection.

BE Media

We provide comprehensive service and implementation of Out-of-home advertising . Thanks to years of experience we know where to find your potential customers and what means to use to draw the attention to your advertising. The confidence that brands have in us is not unfounded – we simply implement effective campaigns. Despite the multitude of media in various parts of the city, we are not obtrusive. Our adverts are not very invasive – both for the user and for the urban landscape. They do not irritate but intrigue the audience. In our opinion, this is the best way for the campaign to be saved in the memory of a potential client.