Digital Signage’s energy consumption is mitigated by new technology. While large screens use significant power, Digital Out of Home (DOOH) has a lower carbon footprint per contact than printed media. Innovations like E-paper, which only uses power when content changes, and the use of green energy make Digital Signage a flexible, cost-saving, and increasingly sustainable future-proof advertising option.

This article explores the sustainability of Digital Signage, examining its energy consumption versus its value as a future-proof advertising option.

CAPTION: E-ink displays do not require electricity to display static content. Therefore, they are a significant contribution to greener advertising, which is why companies like Samsung are investing in developing the technology further. Image Credit: Samsung.

Digital Signage refers to the use of digital screens to display information, advertising, and other content. It doesn’t matter whether they are installed indoors or outdoors, at the POS, in event venues or even at transport hubs.

According to the Nielsen Trend 2024,  Digital out of Home Advertising (DOOH) is thriving. Compared to 2023, gross advertising revenue grew to 1.4 billion euros in Germany alone, an increase of 19%.

CAPTION: Digital out of Home Advertising (DOOH) is considered an advertising channel with a particularly low carbon footprint per advertising contract. Image Credit: Sharp.

Energy consumption of Digital Signage

A common argument against Digital Signage is its high energy consumption. In fact, large screens and video walls can consume significant amounts of electricity, especially if they are operated constantly. However, energy consumption depends heavily on the type of screen used and daily hours of operation.

Large-format LED video walls are mainly used in stadiums and concert halls, occasionally also at the POS. The image is generated by small diodes that can be seen on the surface. Power consumption is strongly influenced by the content. This is because mainly white pictures require the most electricity. LED-Tek tested the energy efficiency of its Ledbrix system, and came up with an average consumption of 138 watts per square meter for video content.

While video walls of 20 square metres or more have high energy consumption, this cost is balanced by the massive audience reached, often tens of thousands in-person at events, plus viewers reached through broadcasts and social media.

LCD and LED screens feature liquid crystals that are illuminated from behind with LEDs. Compared to older types of screens, which were lit with fluorescent tubes at the back, they require significantly less power. In OLED displays, the pixels are self-illuminating. As a result, they consume even less electricity than LED and LCD displays. The image is clearer and sharper, with a very deep black. OLED displays are mostly for indoor use.

E-paper or coloured e-ink displays are considered an emerging Digital Signage technology. Screens only consume electrical power when the displayed content changes. This allows static images to be displayed without additional energy consumption, making E-paper particularly energy-efficient and ideal for applications where the content does not frequently change. E-Ink displays can also be used outdoors. For example, Scott Pickus, Marketing Manager at DynaScan Technology, says: “Our E-Ink Kaleido 3 outdoor display is designed for reliable outdoor use.  It works in temperatures from -15°C to 65°C.  This does not require heating or cooling, which consumes additional energy.”

But DynaScan is not the only company to offer e-ink solutions for Digital Signage. Samsung and Sharp have also significantly expanded their range of E-paper solutions in recent months.

Pickus addresses an important point. After all, heating or cooling can make a significant contribution to the overall energy consumption of any Digital Signage installation. Other factors are if static images or video content are displayed, how often the ads change, as well as display brightness and hours of operation. It’s important to remember that the advertising industry is currently not sustainable. According to the British trade magazine “The Drum“, it accounts for around one percent of global energy consumption.

CAPTION: LED video walls. Image Credit: Sonja Angerer

The ecological footprint of Digital Signage

But if you perceive the topic from a different angle, it does look hopeful for Digital Signage. According to the trade association iDooh,  DOOH screens account for between five and six grams of carbon dioxide emissions per 1,000 advertising contacts. This makes the advertising medium significantly more environmentally friendly per passer-by reached than a conventional Citylight poster (37 g) or a Megalight poster installation with 55 grams per 1,000 contacts.

The emissions were calculated based on the Green GRP Online Calculator. It was assumed that the displays would be powered by green electricity and have a maximum size of 9 square meters. The ecological footprint includes not only energy consumption, but also production, disposal and business activities related to the product or service. Experts seem to disagree on how large the share of advertising is in global carbon dioxide emissions but often citing about 3.5%.

But even the ecological footprint does not yet reflect the entire sustainability situation. This is because the consumption of raw materials, impact on local communities and working conditions along the supply chain are not considered. With Digital Signage, problems are like those with other electronic technologies, as mining of some raw materials remains highly problematic, and repair and recycling options need to be significantly improved.

Benefits of Digital Signage

Digital Signage is expected to remain one of the most important forms of advertising at the POS and in outdoor spaces, because it offers advertisers and customers tangible advantages:

Flexibility: Content can be updated in real time. This enables companies to react quickly to market changes and customer needs.

Interactivity: Modern Digital Signage systems offer interactive features. Customers have the option to interact with the content via touchscreen or with their own smartphone. This attracts attention and strengthens customer loyalty.

Cost savings: Although the initial investment in Digital Signage is often quite substantial, companies can save costs in the long run by eliminating printed materials. Digital content can be updated easily and cost-effectively at the touch of a button. There is no longer any need to produce and distribute physical materials, which also helps reduce traffic and air pollution.

Conclusion: Is Digital Signage a sustainable, future-proof technology?

 Whether you consider Digital Signage a sustainable, future-proof technology depends on quite how you weight in various factors. On the one hand, energy and raw material consumption can be a problem. However, the displays only become a huge waste of energy if they are operated around the clock at high brightness levels and with air-conditioned housing.

Thanks to modern LED and E-paper technology, current digital signage installations are also significantly more energy-efficient. As a result, some systems can already be supplied off the grid with solar panels. Where this is impossible, the impact on the environment can at least be mitigated when using green energy.

Scott Pickus comments: “E-paper technology plays a key role in DynaScan’s energy efficiency initiatives. This is because it offers customers high-performance products that drastically reduce electricity consumption. Their low-maintenance, durable design minimises electronic waste and is in line with DynaScan’s broader ESG strategy.By combining energy-efficient technology and responsible materials, DynaScan helps its customers achieve their sustainability goals while reducing their environmental impact.”

Digital Signage is a powerful and versatile technology that offers numerous benefits. Energy consumption might remain an area of concern. However, there are many ways to reduce it and thus improve sustainability. With the right technology and strategy, Digital Signage can not only be an effective way to communicate but also contribute to a more sustainable future.