WOO APAC Forum in Bali directs laser focus on sustainability & OOH business

In the session on ‘Sustainability OOH'S drive to net zero, initiatives and progress’ held in the 2^nd WOO APAC Forum in Bali, Richard Saturley, the Chief Marketing Officer of WOO, in his opening remarks emphasised the importance of sustainability in OOH business. He spoke about the impact of climate change on individuals and businesses and highlighted the role of sustainability. He also explained WOO's proactive approach to sustainability, including the establishment of a sustainability taskforce involving various stakeholders to support members in their sustainability efforts. In this session, Richard WOO announced the launch of a dedicated sustainability section on its website with tools and resources to help members develop sustainability strategies.

The website features a directory, glossary, search system, reports, research, and case studies from around the world to empower members in advancing their sustainability goals. The session concluded by introducing three speakers who would demonstrate sustainable practices in the hardware sector and explore the role of creativity in achieving sustainability. This session aimed to raise awareness and promote action on sustainability in the media industry, reflecting WOO's commitment to the issue.

Doris Li, the Global Key Account Director at Absen, introduced Absen as a leading LED display solution provider with a global presence spanning 13 subsidiaries. She emphasised their commitment to sustainability in the LED display market. Lee discussed the global impact of climate change and the need for urgent action, as well as varying carbon neutrality commitments worldwide and in China.

Doris highlighted leading companies' sustainability efforts, including Absen's goal to achieve carbon neutrality by 2030 and initiatives by brands in Asia like Lazada and Shopee. In the digital out-of-home (DOOH) market, most leading brands are pursuing carbon neutrality by incorporating sustainable practices and renewable energy sources.

Absen initiated the Absen Green Program, focusing on environmental protection, energy efficiency, and responsible manufacturing. They integrate sustainability into their LED display products, emphasising energy efficiency and compliance with anti-blue light standards and WEEE directive requirements.

Doris concluded by outlining Absen's fourfold sustainability strategy, which addresses the supply chain, product efficiency, shipping improvements, and sustainable packaging. She invited stakeholders to join Absen in their campaign for sustainability, emphasizing the need for collective efforts to address climate change and promote eco-friendly solutions in the LED display industry.

Adi Panuntun, a design and creative professional from Bandung, emphasised the critical need for harnessing creativity and technology to develop sustainable media solutions and mitigate the issues of visual pollution. He shared insights into his journey, experiences, and creative approaches to address these challenges.

Adi introduced the Bandung Creative Forum, a community that actively inspires diverse perspectives and encourages creativity, design thinking, and innovation. He described the challenges specific to Indonesia, emphasizing the local nuances that differ from other regions worldwide. He explained the collaborative efforts of Sembilan Matahari and the Bandung Creative Forum to empower young people, not only in Bandung but also in several major cities. Their studio involves a wide array of talented young individuals from creative communities.

The heart of Adi's presentation revolved around the balance between creating visual solutions and avoiding visual pollution. His talk provided techniques to provoke alternative thinking about OOH media, whether digital or analog, through intuition, transformation, installation, illusion, sensation, interaction, and sound. These examples showcased how creative manipulation of media, context, and materials could lead to more engaging and impactful audience experiences. The focus was on making the media blend seamlessly into its environment, offering more than just advertising messages but an interactive and captivating visual experience.

Adi showcased instances where OOH media has been harnessed to communicate essential messages, including issues like fire safety, political promotions, and health awareness. The aim was to transform these media into channels that contribute positively to society.

Adi's presentation emphasised the critical role of creativity, technology, and context in developing sustainable media solutions. It encouraged a shift from visual pollution to visual solutions that engage audiences and contribute to broader societal well-being. The presentation resonated with the core theme of the OOH Global Media event by highlighting the transformative potential of OOH media when harnessed creatively.

Jon Settingsgard, International Product Manager, Daktronics presented on the journey and initiatives of the global LED video display manufacturer, which supplies displays for various markets, including transportation, retail, education, and live events. This company has witnessed an increasing demand from customers concerning sustainability, carbon footprint, ISO standards, ESG statements, and climate change response. The response to these enquiries aligns with the company's long-term sustainability strategy, which aims to foster long-lasting customer relationships, engage employees, and provide transparent environmental and social governance data.

Over the past year, the company has transitioned to recyclable packaging, leading in renewable energy usage in its Irish factory, and reducing its carbon footprint by promoting remote work to save commuting miles for employees. 

The central focus of the presentation was on an ambitious sustainability initiative to decrease power consumption for LED displays used in out-of-home applications by 50%. This initiative aims to cut power usage while maintaining high-quality displays that offer strong image quality, longevity, and environmental protection. The company outlined five key areas for this initiative: Carburetor Upgrades, Enhanced Contrast and Image Quality, Intelligent Content Detection, Blue Light Reduction and Sleep Mode Implementation . 

These innovative approaches are part of the company's EcoSmart Energy Efficient Leadership Goals, which demonstrate a commitment to sustainable technology that meets customer needs while also addressing environmental and energy efficiency challenges. Overall, the company aims to balance the needs of customers, employees, investors, and the environment by reducing power usage while maintaining high-quality displays and taking steps to improve sustainability.