OOH Helps Drive Sustainability Efforts -- Intersection

The data bears this out A Deloitte Report published in October 2021 shows that purposedriven and inclusive marketing is one of several alternate and valued attributes for advertisers in recent marketing campaignsAccording to the Ad Council businesses are focusing their public and consumerdriven communications around social causes that align with their core values Purposedriven marketing is a way for a company to develop a rapport and closer relationship with its consumer base by creating authentic connectionsThe value of this cannot be overstated Sixtyeight percent of highly empowered consumers plan to step up their efforts to identify brands that reduce environmental impact according to a 2021 Forrester report Further a 2020 survey from IBM and NRF found that globally nearly 80 of consumers say they value sustainability and over 70 of these respondents would pay 35 more for ecofriendly brandsThese consumer and advertiser trends are at the heart of a larger sustainability initiative at Intersection an outofhome media and technology company that works with cities and municipalities As part of that Intersection supports public transit a great way to reduce emissions By advertising on environmentally friendly modes of transportation like buses or subways brands can enjoy a boost of goodwill and revel in its halo effectIntersection is focused on three elements related to sustainability explained Chief Executive Officer Chris Grosso quotThe first is supporting public transit the second is to reduce our own environmental footprint and the third is helping advertisers align their messages with sustainable productsquot he saidquotFor goal one we work with transit agencies and city governments to help support public mobility in cities by providing realtime transit information for riders as well as generating revenue through selling advertising on transit assets such as buses bus shelters trains and train stations and morequot he continuedThe company39s transit partners helped prevent an estimated 12 billion pounds of carbon dioxide emissions from entering our environment in 2019 according to Intersection which bases the information on the American Public Transit Association fact book In addition quotwe39ve provided more than 1 billion dollars in payments to municipalities over the last 10 years most of which support public mobilityquot Grosso noted quotSupporting public mobility and public transit is a great way to drive sustainabilityquotFor goal two reducing Intersection39s environmental footprint quotwe put together a crossfunctional sustainability team to look at ways to reduce our carbon emissionsquot he said quotThat includes things like transitioning our digital media to clean power sources as well as starting to test electric vehicles EVs for our own vehicle fleetsquotWith goal three increasing the number of clients who want to align themselves with sustainable products quotwe39ve identified a broad set of sustainable products for advertisers to sponsorquot Grosso explained quotThat can be things like electric and hybrid buses and clean electric power trains that our transit partners have in the streets solarpowered bus shelters that we deployed bikeshare stations and even EV charging stationsquotIntersection seeks to find the right fit for each advertiser Because more and more brands are interested in sustainability the initiative is well timed quotI spoke with the head of an advertising agency yesterday who said that sustainability is a huge priority and his clients are interested in advertising on sustainable media products now more than everquot he related noting that such efforts quotare actually being driven by the consumersquotSustainability is a longterm focus for Intersection quotI think you39re going to increasingly see brands wanting to be associated with green and sustainable productsquot Grosso said quotThat39s going to be a big growth area for us With regards to reducing our own footprint over the next three to five years I39d like to see us mostly using EVs mostly using sustainable materials for our static media products and mostly using green powerquotNowadays consumers are putting a premium on brands whose values toward sustainability match their own not only in theory but also in practice For brands choosing the right media channels to advertise will be paramount to reach these ecoconscious consumersquotIt39s something our employees are demanding our city partners are demanding and our advertisers are demanding and honestly it39s just the right thing to doquot Grosso concludedClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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OOH Helps Drive Sustainability Efforts -- Intersection

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Charlene Weisler

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