The True Cost of Digital Advertising on Our Planet – Digital Journal

digital advertising. Picture by Tim Sandle.

Digital signage has long been considered the future of advertising. The idea and technology opens doors to new and inventive ways of selling products. This is evidenced by the growing number of electronic advertisements appearing in cities around the world.

In the UK, for example, new forms of advertising can be seen at bus stops, in city centers and in shopping malls. These venues host electronic advertising.

While this advertising approach is effective, the environmental costs have not yet been fully recognized.

In France, a forthcoming decree will ban all illuminated signage between 1am and 6am to reduce the devices’ significant carbon footprint. It has been proposed to apply similar legislative measures across Europe.

With this in mind, branding and printing companies have declared Solopress digital journal about the true cost of digital advertising and the potential long-term impact of its use.

For example, according to AdBlock Bristol, one digital advertising screen in Bristol city center used the same amount of electricity as four households over the course of a year. Another environmental statistic, an article on digital signage and its energy use, found that a 14-by-48-foot LED billboard has between 900 and 10,000 diodes and uses more energy than the traditional incandescent bulbs used to illuminate printed billboards and signage.

Other areas of concern include global light pollution, which is growing at 6 percent annually in Europe and the US. As a result, 88 percent of Europe experiences “perpetual twilight” as a result of light pollution darkening the night sky. Researchers believe that light pollution not only darkens the night sky, but also affects human health and animal behavior.

As the advent of digital signage increases, so does concern about the electricity required to power the signs. AdBlock Bristol found that a double-sided digital advertising screen in central Bristol required more electricity than the equivalent electricity consumption of four homes for a full year. The digital displays in question run 24 hours a day, 365 days a year, for a total of 16,819 kWh.

Proponents of digital signage often cite the green qualities of the LED lamps used, especially when compared to the inefficient traditional lamps used to illuminate static signs at night. However, a 14 x 48 foot LED sign can have anywhere from 900 to 10,000 diodes, which in turn may require special air conditioning to ensure consistent performance.

With this in mind, there are steps digital signage users can take to reduce their energy consumption. For example, screens with an Energy Star are 18 percent more efficient than those without. Despite this, the fact remains that traditional billboards and print advertising are far more climate-friendly than their digital counterparts.

One of the main arguments for moving away from traditional printed display ads is the cost of production. As many companies strive for a paperless future, some are concerned about the environmental cost of producing the paper required.

However, if the raw materials used to make paper come from sustainable sources, then paper can be considered a renewable resource; In 2020, 56 million tons of paper were recycled across Europe, which corresponds to a rate of 74 percent. In addition, recent innovations have drastically reduced water consumption in the production process, allowing 93 percent of the water used to be returned to the environment.

The environmental impact of manufacturing a digital advertising screen persists long after the screen has reached the end of its useful life. According to 75Media, the screens face recycling issues that are unlikely to be overcome anytime soon as the displays are made with components that become e-waste once the device stops working.

According to environmental nonprofit Two Sides, “commodities from digital devices, servers and power generators” are finite, precious and non-renewable, and in 2019 global e-waste totaled 53.6 million tonnes, a figure equivalent to the weight of 350 cruise ships. Therefore, traditional printed display ads offer much more sustainable production and reproduction processes than digital signage.

Glen Eckett, director of marketing at Solopress, narrates digital journal: “Given the environmental impact, it is disappointing that so many city planners are choosing to replace traditional printed posters and displays with electronic alternatives. In today’s climate of environmental responsibility, everyone should be aware of the excessive power consumption of digital signage and take this into account when deciding between digital and printed advertising.”