Are Digital Billboards Ethical? My Path to Joining the Industry back in 2022
Author: Shanelle Kennedy
Read Time: 4 and a half minutes
AI Disclaimer: A real person wrote this using real, fact-checked sources (all references listed at the bottom). AI was used solely to add some poetic rizz.
Credit: Mark Finney, Pinterest
When you see a Digital Billboard on your way to work, do you ever wonder if it’s truly sustainable? I know I did.
Back in 2022, when the opportunity to launch a Digital Billboard business landed in my lap, I found myself grappling with this very question. Deciding whether to step into this industry wasn’t just a business decision for me, it was a moral one.
The Allure of Digital Billboards
When I first considered investing in a digital billboard business, I was captivated by its ability to deliver vibrant, dynamic content and just what an amazing effect they have.
The thought of catering to small businesses felt like an inclusive and flexible step forward in leveling the advertising playing field. But the ability to influence comes with responsibility.
The Ethical Dilemmas
Critics often raise concerns about the environmental impact, distraction to driver, and the perpetuation of consumerism. These were issues I couldn’t ignore. I’d ask myself:
· What’s the extent of the visual pollution and carbon emissions?
· Could this medium cause accidents on already busy roads?
· Is it just another way to push unnecessary products onto people?
Credit: Unsplash
When I first approached these questions, I expected straightforward answers – something black and white. But the deeper I delved, the more complex it all became.
That’s when I remembered the concept of “Sustainability” I learned at University (the ability to meet our needs without compromising the ability of future generations to meet theirs).
Something that stood out during my research was the concept of “Systems Thinking” and how sustainability is deeply interconnected with communities, whereby environment, economy and society as a cohesive system where each part influences the other.
Systems Thinking Diagram (System Dynamics Society, n.d.)
Surprisingly, sustainability is more prevalent in everyday life than we think, and it’s far from a trendy, ‘new age’ concept.
When I first discussed sustainability with my Dad, he tied it to lessons about Franklin Roosevelt and the Marshall Plan of 1948. A post-war initiative to rebuild war-torn Europe, the Marshall Plan was a social endeavour that allowed citizens ravaged by the war to bring communities out of despair.
My own ancestors, European farmers at the time, directly benefited from the plan, rising from devastated villages to build legacies that would span generations, creating employment and strengthening communities (cheers Uncle Frank!).
Outside of the lecture theatre and chats with Dad, sustainability is an ever-evolving concept that I’ve learned, discussed and greatly changed my mind about multiple times.
For example, by 2022 I, along with many others, felt the jig was up on big corporate greenwashing campaigns, gaslighting us into deceptive eco-friendly marketing whilst encouraging us to consume and waste more in the name of ‘sustainability.’
Recently, I stumbled upon conversations on Threads (which someone aptly described as the smoking room of social media, and honestly I couldn’t agree more). There, business owners and community battlers shared lore about their personal encounters with corporate greed and the ever-encroaching monopolisation that’s dismantling livelihoods as we speak (a sobering reality, given that small businesses make up a whopping third of Australia’s GDP, a backbone of the economy under constant strain).
It’s a classic tale of David vs Goliath, but with fewer rock slings. It got me thinking though, could we use Billboards to strengthen local communities, and thereby contribute to a more sustainable future?
Credit: Adjackers
In this post, I’m peeling back the curtain on my thought process from 2022 onwards—how I discovered whether Digital Billboards could be ethical, some up to date research, and what ultimately tipped the scales for me (plus some unique ideas that were generated along the way).
Spoiler alert: I did take the leap. But let me foreshadow where we’re headed in this piece by explaining why. I’m a firm believer that the status quo—often driven by profits at the expense of people—desperately needs reimagining. I genuinely believe that when done mindfully, digital billboard advertising can be good to society and environment.
Of course, that doesn’t mean the journey is without its flaws. I’m already facing challenges and know there’s plenty of room for growth, but I’m committed to making this work.
Because let’s face it - if we leave innovation in the hands of the big corporations, in an age of dissinformation and greenwashing propaganda with no real change, do we trust them to keep our best interests at heart? I don’t. That’s why I’ve taken on this challenge as an independent (and no it’s not to be a self-proclaimed boss babe – I just don’t want to follow the corporate agendas that shape specific behaviors I don’t believe in. And it turns out, I’m that passionate about it, I left my job behind to pursue this path).
To keep this post digestible, I’ve outlined 4 ways billboards can and can’t be sustainable, along with actionable steps to address those challenges.
So, let’s dive into it.
Environmental Considerations
The environmental impact of LED billboards is a hot topic. Although going digital technically avoids printed mediums like vinyl ending up in landfill, the impact of digital billboards is still there in a big way. It’s mainly because of the energy consumption needed to power them. Digital Billboards, depending on size, tend to use between 11-30 times the energy produced by the average home.
Credit: Unsplash
While digital billboards do consume energy, advancements in technology have made them more efficient than before. Modern LED lights mean Digital Billboards use 50 to 70 percent less electricity than they did previously. But, there is still a desperate need for improvement, which is where renewable energy sources like solar will be the next necessary step to powering our cities’ digital billboards (if they’re not taken down altogether).
Another clever way to minimise energy consumption is by controlling brightness during the day and turning off the screen at off-peak hours. Ooh media started a trial around mid 2024, blacking out certain screens to save on energy. They’ve estimated that they could save up to 6% of energy if their sites were blacked out between 1am and 4am, and it wouldn’t negatively impact their customers because only around 1% of their viewership pass by during those times.
That’s great, but is it enough?
Community Health & Safety
It turns out sustainability in digital billboard advertising is more than just about carbon emissions, as the screens have health implications for us too. Excessive brightness can interfere with melatonin production, disrupting sleep cycles and negatively affecting mental health. In Sydney, there have been growing concerns about digital billboards being excessively bright – sometimes 10 times brighter than necessary.
Roadside safety was another concern that was a top priority for us, especially with roadside billboards typically criticised as potential distractions. While studies have debunked this notion, we didn’t take any chances – we went above and beyond to implement precautionary measures.
Plans for our Billboard were already in motion around 2022, and our excellent team found the perfect balance with this one. Our Billboard was going to be slightly set back from the road for safety, yet impactfully visible.
Another community consideration was also given to the billboard’s content. Every little detail down to vetting colour combinations that reduce eye-strain, counts when you’re looking out for your community.
The intent of this placement and our business practices was not to overwhelm drivers, avoiding the feeling that their attention is just another commodity to be exploited. Instead, creating a respectful and uplifting interaction was key, because after all we are people selling to people (not numbers).
Snapshot of our Billboard on Southport Nerang Road, Molendinar advertising local business Club Piltates
Our Billboard Site on Southport Nerang Road, Near Hope Fuel, GYG and Zarraffas
Purposeful Content & Context
Digital screens hold the power to transform public spaces, so we needed to make something that not only has a great impact, but that also complements its surroundings. In my view, billboards should serve a meaningful purpose in society – not ram rodded in your face to appease the insatiable appetite of big baby corporate.
Billboard above Kings Cross Station in Sydney (Credit: chameleonseye on istock)
Etsy
Considering that QMS had to remove 30 signs at the cost of $325,000 (following public complaints that they blocked transit corridors and views of approaching buses), it’s not hard to see that people want billboards that add to their cities and spaces, not detract from them.
Back in 2022, the plans for our Billboard were intentionally designed to blend seamlessly with exiting architecture (which happens to be a pillar of sustainable billboard practices, see Carizzo. 2023). By integrating the LED screens into the surface of a tower structure, the architect and designers achieved a harmonious balance between the Billboard and surrounding buildings.
Unlike the usual setup of cookie-cutter buildings with a random billboard slapped out front, screaming for attention with little regard for aesthetics, we wanted to be different. We aimed to create a space where the unique character of each building could shine, complementing one another and culminating a vibrant display of LED lights – a captivating cherry on top that draws the eye and inspires the heart.
Our Bold, Bright Billboard Seamlessly Blended into the Architecture of the site
But design was only one part of the equation when striving for Billboard Sustainability. The content displayed on the Billboard also mattered deeply (see Carizzo, 2023). Research emphasises the importance of promoting healthy, positive messaging and avoiding harmful or divisive content. This isn’t just about aesthetics, it’s about the kind of influence we allow into public spaces.
Vetting advertisers and what they are advertising should be a ‘read the room’ and do your research endeavour. Billboard ads should align with values that uplift and resonate with the community rather than undermine it.
After all, a Billboard isn’t just a platform for ads, it’s a reflection of the city that gives locals a sense of pride and a meaningful way to engage hearts and minds. Otherwise without these considerations, Billboards just feel like flashy, scammy, soulless sales pitches that benefit no one but the CEO.
Anti-Celibacy Bumble Ad. Classic example of a profit-driven endeavor that missed the mark. Sometimes reading the room is just as important as the bottom line.
Empowering Small Businesses
Have you ever thought, why is it that only big, well-known brands are seen advertising on Billboards? Outdoor advertising is often dominated by large corporations catering exclusively to other giants with bloated advertising budgets. Whilst that’s not necessarily a bad thing (I’m a sucker for big fast food chains), it does seem to be largely creating an unsustainable monopoly that doesn’t necessarily serve local communities.
One of the pillars of sustainable billboard advertising is creating shared value for both advertisers and society as a whole. That’s why I thought, why not make this kind of advertising available to all businesses, regardless of size?
Local businesses form the backbone of our neighborhoods, offering more than just goods and services – they contribute a third of the Australian GDP, and they bring a sense of character and human connection that you just don’t get from a multinational corporation.
By providing small businesses with accessible and impactful advertising, this gives them a chance to thrive in a competitive market where times are already tough enough, reinforcing the local ecosystem that we all depend on whether we know it or not.
Credit: Unsplash
That brings me to the human (and perhaps slightly nonconformist) element, something I felt would be a fitting ending to this post. I don’t think small businesses should be overlooked on good and impactful advertising just because that’s the way things are. Continuing to overlook them only deepens the divide between local business and communities, which is obviously not helping us reach our sustainability goals.
Maybe in addition to just renewable energy sources, another good place to start is at the community level by supporting them– not entangling them in corporate layers, not wielding heavy-handed tactics, and never reducing anyone to a mere number or making them feel unworthy simply because they’re not part of some grand faction of a conglomerate.
Sources:
Carizzo, J. Sustainable Outdoor Advertising: The Importance of Digital Screens in Urban Sustainability and in Out-Of-Home Advertising, Ediciones Compultense, Volume 23, No. 3, 2023, (https://doi.org/10.5209/arab.89009)
Inman, P. (2024, July 25). Are billboards safe for the environment? 75Media. https://75media.co.uk/blog/billboards-environment/
Lucas, S. (2022, May 18). What are the energy savings of LED displays? Samsung Insights. https://insights.samsung.com/2022/05/18/what-are-the-energy-savings-of-led-displays/
N. Voulvoulis, T. Giakoumis, C. Hunt, V. Kioupi, N. Petrou, I. Souliotis, C. Vaghela, WIH. binti Wan Rosely, Systems thinking as a paradigm shift for sustainability transformation, Global Environmental Change, Volume 75, 2022, 102544, ISSN 0959-3780, https://doi.org/10.1016/j.gloenvcha.2022.102544. (https://www.sciencedirect.com/science/article/pii/S0959378022000826)
Nowghabi, A., Talebzadeh, A. Psychological Influence of Advertising Billboards on City Sight, Civil Engineering Journal, Volume 5, No. 2, 2 February, 2019, (http://dx.doi.org/10.28991/cej-2019-03091253)
oOh!media. (2024, June 26). oOh!media launches large format energy saving trial. oOh!media. https://oohmedia.com.au/oohmedia-launches-large-format-energy-saving-trial/
United Nations. (n.d.). The 17 goals. United Nations. https://sdgs.un.org/goals
Oscar Oviedo-Trespalacios, Verity Truelove, Barry Watson, Jane A. Hinton, The impact of road advertising signs on driver behaviour and implications for road safety: A critical systematic review, Transportation Research Part A: Policy and Practice, Volume 122, 2019, Pages 85-98, ISSN 0965-8564, (https://doi.org/10.1016/j.tra.2019.01.012.)
The Sydney Morning Herald. (2024, April 11). Bright and unsolicited ads in the spotlight as Sydney billboards proliferate. The Sydney Morning Herald. https://www.smh.com.au/national/nsw/bright-and-unsolicited-ads-in-the-spotlight-as-sydney-billboards-proliferate-20240411-p5fj3x.html
System Dynamics Society. (n.d.). The importance and potential of systems thinking and system dynamics in planning for sustainability (ENG) https://www.systemdynamics.it/the-importance-and-potential-of-systems-thinking-and-system-dynamics-in-planning-for-sustainability-eng/