Green Billboards: Cool Ways Vendors and Advertisers Are Improving Sustainability

“Green” has become a buzzword across countless industries, including out-of-home (OOH) advertising. This trend is especially prominent in California, a state known for its early embrace of environmental awareness.

When it comes to billboards, sustainability applies to both traditional and digital formats. Surprisingly, many strategies to make billboards eco-friendly go beyond just improving energy efficiency.

So, how are OOH vendors meeting the demand for environmentally sound practices? And why should advertisers prioritize sustainability in their campaigns?

The answer lies in the idea of “long-term planning.” For vendors and advertisers alike, adopting eco-friendly advertising practices is becoming essential for staying relevant and thriving in the industry. In this article, we’ll explore the evolution of green billboards, what eco-advertising truly means, and whether the industry has progressed beyond surface-level buzzwords to make a real impact. (Spoiler: Progress is happening, but not all claims hold up under scrutiny.)

What Is a Sustainable Billboard?

A sustainable billboard incorporates environmentally conscious practices, whether it’s a digital billboard designed for energy efficiency or a traditional one aimed at mitigating climate change.

In light of ongoing environmental challenges like wildfires in the West, sustainability in advertising has never been more relevant. These efforts benefit everyone involved—a rare win-win in the advertising world. Vendors can showcase their innovative solutions, while advertisers can connect with eco-conscious consumers by aligning with sustainable values.

The primary challenge lies in the cost of implementing sustainable measures. However, these costs can often be offset, either passed through the value chain (from vendor to advertiser to consumer) or reduced via tax incentives.

A word of caution: Some vendors may rely on buzzwords to attract clients without meaningful action. Always request clear evidence—such as data or case studies—that demonstrate how a billboard is truly sustainable. Empty claims like “energy efficient and green!” aren’t enough to prove credibility.

The Evolution of Sustainable Billboards

The green movement in billboards is a relatively recent development. While the roots of environmentalism stretch back decades, out of home advertising has a much shorter history of embracing sustainability.

This delay may stem from a long-standing but unfair perception of the industry as anti-environmental. In reality, there’s little to support that view. While traditional billboards didn’t offer environmental benefits, they also didn’t harm the environment—no emissions, minimal energy usage for nighttime lighting, and no ecological destruction to make room for billboard structures.

Thanks to better education and data, the industry has successfully countered this misconception, paving the way for a more accurate understanding. As digital billboards gained popularity, vendors started incorporating greener practices, such as energy-efficient technologies, to reduce their environmental footprint.

For insights into how other industries are adopting sustainability, check out GreenBiz, a leading resource for sustainable business practices.

Digital Billboards: Reducing Energy Usage

Energy efficiency is a major factor in the sustainability of digital billboards. Surprisingly, these boards aren’t as power-intensive as many people assume. A 14×48 digital sign equipped with light-emitting diode (LED) bulbs uses about twice the energy of an average U.S. household—and only twice as much as a static billboard. The energy usage can vary based on factors such as:

• Size
• Resolution
• Color capabilities (e.g., full-color vs. tri-color)
• The specific image being displayed

Here’s an interesting fact: it takes more power to light a digital billboard during the day than at night, as the lights must compete with the sun’s brightness.

Switching from incandescent to LED bulbs dramatically improves energy efficiency, with LEDs using about 75% less energy. But LEDs aren’t the only solution for reducing power consumption. Other energy-saving measures include:

• Dimming the lights during specific times of day
• Using solar panels to power the billboard, making it carbon neutral
• Choosing lighter images or less energy-intensive color combinations

Lowering energy usage doesn’t just benefit the environment—it also cuts operational costs for vendors, making it a win-win solution.

Five Innovative Sustainable Billboard Ideas

Advertisers who embrace green billboards enjoy a dual advantage. Not only can they appeal to eco-conscious consumers who appreciate these efforts, but they also benefit from using advertising in fresh and creative ways. It’s exciting to be part of something innovative, and such campaigns often generate buzz, gaining attention on social media or even coverage by traditional media.

Here are five standout examples of how billboards were made more sustainable in 2020, proving that eco-friendly advertising can also be unforgettable.

1. A Smog-Eating Mural

Murals, including large-scale wallscapes, are eye-catching billboards that dominate public spaces. In Poland, two artists took this concept to the next level with a stunning piece of public art that actively improves air quality by “eating” smog.

The secret lies in the photocatalytic paint, which, when activated by light, reduces air pollutants and converts them into harmless nitrates. This air-purifying technology mimics the natural cleaning process of trees, making it an innovative solution for urban environments. Expanding the use of such paint could bring cleaner air to cityscapes worldwide.

2. Living Billboards

One of the most effective ways to create a sustainable billboard is by bringing it to life with plants and greenery. Vegetation offers natural environmental benefits, such as air purification and carbon absorption. A prime example is the urban garden billboard designed by the Wildstone agency in London. This innovative structure is made from sustainable oak and features planters filled with shrubs and vegetable plants.

Excitingly, living billboard concepts are also emerging in other cities. For instance, the West Hollywood project plans to introduce creative living billboard designs, though its launch is still at least a year away. These designs could redefine how billboards integrate with the environment.

3. Living Billboards Part II: Featuring Bees

Living billboards can go beyond plants to include unique elements of nature. General Mills, the maker of Honey Nut Cheerios, took this concept to the next level by creating a billboard housing 100,000 bees. The Cheerios brand has long been associated with its iconic bee mascot, Buzz, making this an ingenious way to reinforce their messaging.

The billboard featured 10 active hives that produced 25 gallons of honey. The honeycombs even spelled out the brand’s tagline, “made with real honey,” seamlessly integrating the product’s core message with the campaign. This creative and sustainable approach elevated the brand’s visibility and left a lasting impression on consumers.

4. Edible Billboards

Imagine a billboard that isn’t just biodegradable but also edible. Barracuda Restaurant brought this idea to life by creating a billboard made entirely from fish—even the glue and paint used were fish-based.

Seagulls flocked to the billboard daily, enjoying a fresh meal, while the advertisement effectively conveyed the restaurant’s promise of fresh fish served daily. This creative, waste-free approach not only captured attention but also reinforced the restaurant’s message in a memorable and sustainable way.

5. Billboard as Air Purifier

Toyota took eco-advertising to the next level with its campaign for the Mirai, a hydrogen fuel cell car. The automaker introduced billboards coated with titanium dioxide-treated vinyl, a material that actively purifies the surrounding air by breaking down pollutants.

These innovative billboards were strategically placed across California, a state known for its focus on environmental sustainability. Toyota reported that the campaign successfully removed the equivalent of over 5,000 cars’ worth of emissions, making it a powerful demonstration of the company’s commitment to green initiatives and clean energy.

Green billboard practices are set to become even more inventive in the future. However, the most impactful campaigns will seamlessly connect their messaging and medium in a way that leaves a lasting impression. Simply going green isn’t enough—you need a compelling story to make your advertisement resonate with audiences.

If you’re looking for expert guidance on crafting a story that aligns with your brand and sustainability goals, reach out to DASH TWO to start the conversation.