oOh!media is embarking on a trial to evaluate the impact of reducing energy consumption across its large format digital network. This initiative is part of oOh!’s ongoing commitment to lead the Out of Home industry towards a more sustainable future.
The first phase of the trial which started on July 2 will involve a blackout of 70 large format LED sites across Australia from 1am to 4am daily, over a period of six months. This follows a successful month-long test at one of oOh!’s sites in Sydney’s inner west, which demonstrated an estimated energy saving of 6% during the blackout hours.
While oOh! is accelerating its shift towards renewable energy, the company is also reducing power consumption by investing in LED technology. This technology allows sites to use less power during blackout periods.
Over time, oOh! will expand the program to include additional sites. The savings from reduced electricity consumption will be reinvested into oOh!’s transition to renewable energy across its network.
According to MOVE 1.5 data, audience reach between 1am and 4am is minimal, ranging from 1% to 2%. During the blackout hours, oOh! clients will not be able to book advertisements on these trial sites.
Sarah Young, Group Director of Environmental, Social, and Governance (ESG) at oOh!, stated: "We are continually exploring ways to advance our sustainability agenda through innovation. This large format digital trial, the first of its scale for oOh!, will provide valuable insights and learnings on how we can transition the digital network to reduced and renewable power sources.
“This initiative is a key part of our broader ESG strategy and reinforces our commitment to creating a more sustainable business. We are excited to see the outcomes of this trial and its potential impacts.”
