CBS, Lamar turn to greener out-of-home technology
CBS Outdoor in Britain and Lamar Outdoor Advertising in the U.S. are the latest out-of-home firms to tackle the issue of digital’s energy consumption.
CBS Outdoor’s digital units on the London Underground are powered entirely by energy from renewable sources, a spokesperson for the metro system said after a report suggested that some of its digital sites consume 20 times as much energy as a conventional poster.
The report from Noughtilus, a firm which assesses the environmental impact of marketing, suggested that a cross-track projection (XTP) site would therefore need to be 20 times as effective as a poster in order to deliver equivalent value in relation to environmental cost.
Commenting on the issue, London mayor Boris Johnson said the Tube’s digital and illuminated advertising sites will consume 9.62 gigawatt hours annually by the middle of this year – less than one percent of the Underground’s entire energy consumption.
Meanwhile, in the Florida city of Pensacola, Lamar Outdoor Advertising is using a reflective digital billboard from Israeli firm Magink like the one pictured. Unlike the LED billboards that Lamar employs elsewhere, which use power to generate all the light they emit, the Magink unit uses LCDs that reflect ambient sunlight, and draws some of its power requirement from solar panels.
Lamar next plans to test the technology in New York City.
www.cbsoutdoor.co.uk
www.lamar.com
www.magink.com
www.noughtilus.com
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