“Media for a Better World: A Roadmap Towards Sustainable OOH Media” Marks a Milestone in Driving Sustainability

Moving Hearts, the ESG initiative of Moving Walls, successfully hosted “Media for a Better World: A Roadmap Towards Sustainable OOH Media,” an event dedicated to shaping a sustainable future for the Out-Of-Home (OOH) advertising industry. The event brought together industry leaders, brands, agencies, media owners, and associations in a collaborative effort to push the boundaries of sustainability in OOH advertising.

The atmosphere throughout the day was electric, with thought-provoking conversations and a palpable sense of camaraderie among participants. The event fostered a collective energy, as stakeholders united to discuss the industry’s environmental challenges and opportunities.

The event, fueled by research commissioned by Moving Walls and conducted by the Asia School of Business (ASB), offered a comprehensive view of the industry’s environmental challenges and opportunities. The ASB study laid the groundwork for an open-source roadmap to achieving net-zero in OOH advertising, focusing on accessible, non-disruptive solutions that meet both marketing and environmental goals.

Key Highlights from the Event:

Unveiling of the draft of Sustainable OOH Media Playbook: The event saw the launch of the much-anticipated open-source playbook, offering a detailed framework for best practices in achieving sustainability in OOH advertising.

Panel Discussions:

Panel discussion 1: The Green Shift – Redefining Classic OOH Practices: Leaders like Omar Oshaari (IAA) and Maaresh Starling (OAAM) explored how the shift to sustainability in classic OOH advertising is vital for long-term change, emphasizing the use of biodegradable materials and the importance of leading by example.

Omar Oshaari (Vice President, IAA) said “It’s not just the role of the government or businesses—they’re made up of individuals like us. The responsibility lies on our shoulders, impacting generations to come.”

Meanwhile, Claudian Navin Stanislaus (President, MAA) said that “when it comes to brands, there are different priority levels. Regarding sustainability, there are several scenarios: one where brands genuinely believe in sustainability because of their customer base, and the other driven by regulatory needs or compliance. The third is simply jumping on the bandwagon. Today, it’s about being sincere—brands need a purpose beyond just making money.”

Panel discussion 2: Reinventing Digital Billboards – Environmental Impact and the Path to Net-Zero: Industry experts such as Bala Pomaleh (IPG Mediabrands) and Ranganathan Somanathan (Publicis Media) delved into the environmental implications of Digital OOH, discussing the necessity for affordable, scalable solutions that can achieve sustainability without sacrificing effectiveness. 

“How is advertising sustainable?” Somanathan queried. “That’s what Gen Z is asking today. It’s not about achieving 0 or 100; it’s about moderation. DOOH is a technical evolution that has shifted us from one level of consumption to another, and we often don’t see its impact.”

Meanwhile, Abdul Sani Abdul Murad (Group CMO, RHB Banking Group) said that People, planet, and profit, used to be the predominant Ps that drove business ethics but now there is also purpose and they are all interconnected. “Today, profit is often prioritized, which isn’t necessarily negative; it’s a start. SMEs struggle not because they lack heart but because they can’t afford it. We need to find ways to help the entire ecosystem adapt.”

Formation of a Regional Review Board: The event marked the formation of a new board comprising representatives from regional associations and the apex body for OOH, tasked with steering the industry toward sustainable practices.

Notable Insights: Victor Vincent, a student from the ASB Action Learning Project, shared his conversations with brands, noting that sustainability efforts must avoid greenwashing, maintain marketing effectiveness, and be cost-effective. Panelists echoed the need to normalize sustainability in advertising and integrate it into day-to-day business practices, with a focus on incentivizing sustainable efforts through practical solutions such as tax breaks.

Srikanth Ramachandran,  Founder & Group CEO of Moving Walls Group, closed the event by unveiling the Sustainability Playbook. He emphasized that sustainability should not be a premium offering but a convenient, achievable standard across the industry. The playbook aims to serve as a guiding light for all OOH players striving toward a greener future.

The event concluded with a renewed sense of purpose among attendees, united by a common goal: to build a sustainable future for OOH media. Moving Hearts extends its gratitude to all who participated and contributed, making the event a landmark moment in the OOH industry’s journey toward sustainability.

With a renewed sense of purpose and commitment, participants left the event energized, ready to move the industry forward on its sustainability journey.