LG tackles energy efficiency in Digital-out-of-Home: As operators are forced to cut energy use and extend screen lifespans, LG introduces technologies designed to meet both challenges head-on.
As energy prices rise and climate concerns intensify, Digital-out-of-home (DooH) operators across Europe are facing mounting pressure to cut consumption. Countries like Germany, France, and Spain have already implemented bans on illuminated outdoor advertising during nighttime hours.
Meanwhile, a study by invidis shows how high energy consumption of DooH screens can be: A typical screen running 16 hours a day, six days a week, for five years uses about 5,000 kWh—roughly the same as the average annual consumption of a German household. However, if the screen runs at full brightness (4,000 nits), it can use up to five times more energy.
In this shifting landscape, the need for more efficient display technology has moved from a competitive advantage to a regulatory and operational necessity. LG is responding with innovative solutions that prioritize performance without compromising on energy efficiency and creating a path forward for digital signage.
Sustainable innovation starts with smarter energy use
Running high-impact ads for long hours and in bright conditions demands substantial energy, posing a growing concern for both environmental sustainability and operational efficiency. The question is: how can displays maintain performance while consuming less power? LG meets this challenge with a suite of smart technologies that help minimize energy use without compromising performance.
One of LG’s signature energy-saving initiatives is the M+ panel, a revolutionary display technology that adds a white subpixel to the traditional RGB structure, forming a WRGB layout. This additional white subpixel enables the display to achieve the same level of brightness while reducing power consumption without compromising visual clarity. Rather than simply dimming the screen to save power, LG has reimagined the panel structure itself.
Not all conditions call for full brightness, however. Complementing the panel technology is LG’s Auto Brightness Control feature, which automatically adjusts screen brightness based on ambient light levels, scaling up in bright environments and down during cloudy weather or nighttime hours. This means not only consistent visibility but also reduced unnecessary energy use throughout the day.
Even with these efficiencies, energy consumption still needs to be monitored closely. LG ConnectedCare provides a solution for this as well, allowing users to monitor and manage their products’ energy consumption in real time for more efficient energy operation. Through an intuitive dashboard, users can compare and analyze energy usage data and adjust settings accordingly for optimized performance across their signage.
Together, these technologies form the foundation of LG’s commitment to sustainable digital signage, offering the industry practical tools to reduce environmental impact while maintaining effective content delivery.
Extended lifespan with Anti-Discoloration technology
When it comes to sustainability, it’s not just about energy savings, it’s also about product longevity. In the DooH industry, frequent equipment failure leads to a costly and harmful cycle of maintenance, disposal, and replacement. Products that aren’t built to last not only drive up operating costs with repairs and service visits, but they also end up discarded prematurely, contributing to unnecessary waste.
That’s why LG places durability at the core of its design philosophy. Its Anti-Discoloration technology (invidis article) helps prevent the yellowing that commonly occurs in high-temperature environments, one of the main reasons for premature signage failure. LG signage with this technology was the world’s first in the manufacturing industry to receive UL Verification for the display anti-discoloration characteristic, reinforcing its ability to withstand harsh conditions and remain visually clear over time.
The company has also made component-level improvements to significantly reduce issues like black circles, another form of heat-related degradation. These advancements not only provide better display performance but also lead to fewer replacements and repairs, translating into a smaller environmental footprint over the product’s lifecycle.
Versatility across installations
Digital signage in outdoor environments isn’t one-size-fits-all. From tailored enclosures integrated into custom architecture to self-contained systems built for quick deployment, flexibility in form and function is essential. Whether the priority is seamless integration into a branded structure or ease of installation on uneven terrain, LG’s outdoor display portfolio is designed to meet the varying demands of different sites.
To help operators visualize how these solutions come to life in real-world environments, LG offers immersive Virtual Showrooms. From high-traffic drive-thru lanes to weather-exposed outdoor installations, these interactive experiences highlight how LG’s high-brightness displays are engineered to meet the demands of diverse business settings. Explore the Drive-Thru Virtual Showroom and the Outdoor Virtual Showroom to see LG’s technologies in action.
In the future, DooH advertising will evolve beyond just eye-catching content to a medium that is both sustainable and energy efficient. LG’s High Brightness Signage solutions demonstrate how energy efficiency, remote management, and durability can align in a single platform. By combining smarter hardware with integrated software, LG is positioning itself as a key contributor to the future of sustainable digital advertising.
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