A Roadmap Towards Sustainable OOH Media

On 6th September 2024, Moving Hearts, the ESG initiative of Moving Walls, successfully  hosted “Media for a Better World: A Roadmap Towards Sustainable OOH Media.“ This pivotal event brought together industry leaders, brands, agencies, media owners, and associations to create a more sustainable future for the Out-Of-Home (OOH) advertising industry.

The event, fueled by groundbreaking research from the Asia School of Business (ASB) students, unveiled an open-source roadmap designed to guide the industry towards net-zero emissions. The comprehensive study highlighted both the challenges and opportunities in achieving sustainability within OOH advertising.
“Our goal is to make sustainability a standard practice across the OOH industry, not just an aspirational add-on.” – Srikanth Ramachandran, Founder & Group CEO of Moving Walls Group.

Event Highlights

Panel Sessions:

• Panel Discussion 1: The Green Shift – Redefining Classic OOH Practices
  Industry leaders such as Omar Oshaari (IAA) and Maaresh Starling (OAAM) explored the necessity of shifting classic OOH practices towards sustainability. The discussion focused on the use of biodegradable materials and the critical role of leading by example.
  • Key Takeaways: The importance of redefining traditional methods, fostering genuine sustainability efforts, and setting an industry-wide example.
  • Quote: “It’s up to each of us to drive this change and impact future generations.” – Omar Oshaari, Vice President, IAA.

• Panel Discussion 2: Reinventing Digital Billboards – Environmental Impact and the Path to Net-Zero
  Experts including Bala Pomaleh (IPG Mediabrands) and Ranganathan Somanathan (Publicis Media) delved into the environmental impact of Digital OOH. They discussed scalable, cost-effective solutions that ensure sustainability without compromising advertising effectiveness.
  • Key Takeaways: Balancing sustainability with business objectives, integrating new practices, and addressing the needs of SMEs.
  • Quote: “Sustainability is about moderation and integrating purpose into every aspect of business.” – Abdul Sani Abdul Murad, Group CMO, RHB Banking Group.

The event was characterized by active audience participation, with lively Q&A sessions and meaningful networking opportunities that fostered collaboration and shared insights.

The event concluded with a renewed sense of purpose among attendees, unified by the common goal of building a sustainable future for OOH media. Moving Hearts extends heartfelt gratitude to all participants and contributors, making this event a pivotal moment in the OOH industry’s journey towards sustainability.

With a strong sense of commitment and purpose, participants left the event inspired and ready to advance the industry’s sustainability efforts.

Join us as we continue to drive forward on our journey towards a more sustainable future in OOH media.