Media for a better world event marks milestone in sustainable OOH media

In a significant stride towards shaping a sustainable future for the Out-Of-Home (OOH) advertising industry, Moving Hearts, the ESG initiative of Moving Walls, hosted “Media for a Better World: A Roadmap Towards Sustainable OOH Media.” The event brought together leading brands, agencies, media owners, industry experts, and associations, creating a collaborative platform to push the boundaries of sustainability in OOH advertising.

Media for a Better World Event: A Roadmap Towards Sustainable OOH Media.

This groundbreaking event held on September 6, at The Asia School of Business in Kuala Lumpur, served as a beacon for the industry’s future, laying the groundwork for an open-source roadmap to achieving net zero in OOH media. Key conversations centeMedia for a Better World Event Marks Milestone in Sustainable OOH Media”read on how to balance marketing goals with environmental responsibility, offering non-disruptive, scalable solutions that aim to integrate sustainability as a core business strategy.

Unveiling the sustainable OOH media playbook

One of the most anticipated moments of the event was the unveiling of the Sustainable OOH Media Playbook, a comprehensive, open-source guide designed to help stakeholders navigate best practices and implement effective sustainability measures in OOH advertising. This playbook aims to normalise sustainability, making it accessible and achievable for all players in the OOH ecosystem, from large enterprises to smaller media owners.

Srikanth Ramachandran, Founder & Group CEO of Moving Walls, emphasised the importance of making sustainability a standard, not a premium offering. “Sustainability should be something that everyone can achieve—it shouldn’t be limited to high-budget campaigns,” he stated during the launch.

Engaging discussions on sustainability

The event featured two pivotal panel discussions that provided deep insights into the evolving OOH landscape and its sustainability journey.

1. The green shift – redefining classic OOH practices: This panel, featuring leaders such as Omar Oshaari (Vice President, IAA) and Maaresh Starling (OAAM), explored the crucial shift towards environmentally friendly materials and practices in traditional OOH formats. The conversation highlighted the need for the industry to lead by example, focusing on biodegradable materials and reducing waste. Oshaari underscored the responsibility individuals have in shaping a sustainable future, remarking, “It’s not just about government or corporate efforts; sustainability is a collective responsibility impacting future generations.”

Meanwhile, Claudian Navin Stanislaus (President, MAA) urged brands to prioritise sustainability with sincerity, beyond just compliance or profit motives. He pointed out that brands must have a genuine purpose, noting, “Today, brands need a purpose beyond just making money.”

2. Reinventing digital billboards – Environmental impact and the path to net zero: The second panel, including experts such as Bala Pomaleh (IPG Mediabrands) and Ranganathan Somanathan (Publicis Media), focused on the environmental challenges of Digital OOH (DOOH) media. While acknowledging DOOH’s technical evolution, Somanathan called for moderation, stating, “Gen Z is questioning how advertising can be sustainable—it’s not just about achieving zero emissions but reducing our overall consumption.”

Panellists also stressed the need for practical, scalable solutions that could be implemented without compromising on effectiveness. Abdul Sani Abdul Murad (Group CMO, RHB Banking Group) spoke on the interconnectedness of profit, purpose, and sustainability, emphasising the role of support for SMEs that struggle with the financial barriers of sustainable practices.

Formation of a regional review board

To guide the industry’s shift toward sustainable practices, the event saw the formation of a Regional Review Board, comprising representatives from regional associations and the apex OOH body. This board will be responsible for steering and reviewing the sustainability practices within the industry, ensuring that stakeholders adhere to the roadmap set forth by Moving Walls and the research conducted by ASB.

Notable insights and the road ahead

One of the most thought-provoking moments came from Victor Vincent, a student from the ASB Action Learning Project, who shared his experiences from interacting with brands. He pointed out the necessity of avoiding greenwashing and ensuring that sustainability efforts remain both cost-effective and effective in marketing.

Participants left the event with a renewed sense of purpose, energised by the collective goal of building a sustainable OOH industry. The sense of camaraderie and shared responsibility was palpable as attendees discussed the challenges ahead and the need for practical solutions like tax breaks and government incentives to push sustainability further.