Media owners are constantly looking to implement energy saving measures to power new and existing formats. In 2018, JCDecaux, ESB and NTA joined forces to reduce the carbon footprint of Ireland’s bus shelters by 88%. The work has greatly improved the quality of the illuminated shelters with the removal of all fluorescent light bulbs and the introduction of more environmentally friendly and better-quality roof lighting and ad panel LED systems. Clear Channel has successfully tested a solar bus shelter lighting solution for its shelters. Batteries stored in a well adjacent to the shelter are governed by software to monitor power capacity and regulate lighting output as required. From an environmental viewpoint, the benefits include use of a renewable energy source with zero carbon emissions, more than 1,000 kgs of carbon saved annually compared to grid connected shelters and safe low voltage, non-fragile LED lighting with no hazardous mercury. The company’s plans for Leicester in the UK point to the possibilities closer to home with every shelter included in the Leicester City Council contract will be replaced with a new structure that is 100% recyclable and features seats made from recycled plastic. Thirty key city centre shelters will be installed with Living Roofs – constructed from sustainable materials and featuring a mix of wildflower and Sedum plants, to help improve local biodiversity, supporting dwindling bee and insect populations, while helping to increase climate change resilience and add further greenery to the city.
While new initiatives such as these are very welcome, the commercial model for OOH advertising has contributed to the green agenda for many years in Ireland. OOH advertising of course contributes to the provision of public transport services while the JUST EAT dublinbikes scheme is a partnership involving OOH media owner JCDecaux and provides 1,600+ bikes to the city.
COVID-19 has thrown up some extraordinary challenges for brands in 2020 and the knock-on effect will be seismic. Consumer mindsets have changed also. Not least in relation to the future of our planet. Marketing and advertising must and will react. Out of Home is well placed to play its part.
Mobility This Week
TII’s latest traffic trend information, generated from a sample of ten traffic counters located on the national road network, reports a +22% weekly increase overall in volumes on this Wednesday 4th. You can see the regional breakout in the map below. November previous week. Figures are down 31% on same day last year but 187% higher than those recorded on 22nd April in the first period of lockdown.
Following the end of the mid-term school break and the return to classes on Monday, car traffic figures show a significant increase in volumes as compared with Wednesday of last week illustrating the prominence of the school run in mobility motives. Car traffic is up 36% on the M11 at Bray, 20% on the M4 at Celbridge-Maynooth, 19% on the M1 at Swords to Airport and 15% on the N7 at Citywest. The M50 (N3 Navan Road to N4 Galway Road) shows a 17% increase as compared with Wednesday 28th October. This reflects the general increase in peak time car traffic volumes on the radial approaches to the city this week. In the case of the regional cities there is a significant increase in car traffic volumes this morning as compared with Wednesday 28th October, in response of the return of schools. The traffic volume changes are as follows: N40 Cork +27%, M7 Limerick +27%, M9 Waterford +24% and N6 Bóthar na dTreabh Galway +19%.
The TomTom Traffic Index provides detailed insights on live and historic road congestion levels in cities around the world.
Congestion levels in Dublin average at 34% for Mon-Wed this week up from 22% the previous week during the Halloween school holidays. It is down just 4% from the pre-level 5 figure recorded week commencing Oct 12th and double that experienced in the same days across April during the first lockdown. It is 68% of the standard daily congestion level in 2019.