Ströer subsidiary Blowup has achieved a milestone in sustainable Out-of-Home operations: the company has reduced the energy consumption of its large, façade filling illuminated billboards by 52 percent. The breakthrough comes from deploying the intelligent IoT lighting management platform developed by the German startup Lichtwart.
Out-of-Home: Blowup Halves Energy Consumption
With cities, advertisers, and infrastructure operators increasingly under pressure to curb CO₂ emissions and reduce unnecessary light output, modern lighting management is becoming an important building block. Blowup’s implementation shows how sensor‑guided and AI‑supported technologies can modernize outdoor advertising – one of many sectors facing criticism from the public for its environmental impact.
Static OoH finally gets smart
Digital-out‑of‑Home has made major strides toward efficiency in recent years. Modern LED backlighting and direct‑view screens now integrate ambient sensors and dynamic brightness control as standard. Some operators are even experimenting with AI that adjusts brightness based on short-term light events, such as oncoming car headlights or sudden shifts in weather conditions.
Static OoH formats, however, have lagged behind. Many large‑format posters are still unlit – or illuminated using decades‑old technology connected directly to municipal street lighting grids. These installations typically operate in simple on/off cycles without any intelligence, optimization, or remote management. For an industry that increasingly emphasizes ESG readiness, this gap is becoming harder to justify.
Lichtwart’s solution brings static OoH into the smart era. With sensor integration and IoT‑based remote device management, operators can dynamically adjust illumination, monitor performance, and align lighting schedules with actual environmental needs rather than fixed timers. Partner Deutsche Telekom provides the connectivity.
IoT light management for a changing market
Lichtwart’s platform and similar services address three structural challenges shaping the Out‑of‑Home, lighting, and signage sectors: a growing shortage of skilled electricians, rising energy prices, and escalating regulatory requirements around emissions and light pollution. The cloud‑based system enables remote monitoring, automated scheduling, and continuous optimization – greatly reducing the need for on‑site intervention.
Initially designed for infrastructure and architectural lighting, the platform has quickly expanded across industries. One of the world’s leading manufacturers of illuminated advertising is now equipping several hundred projects across three continents with Lichtwart technology, underscoring its global scalability. Gas station operators manage their forecourt and signage lighting via Lichtwart.
Lower costs, less CO₂, reduced light emissions
For operators, the benefits are immediate and measurable. Retailers and commercial clients report operating cost reductions of up to 60 percent, along with significantly lower light pollution and improved ESG reporting. For OoH media owners, this translates into a competitive advantage in public tenders, where sustainability criteria increasingly influence decision-making. Lower electricity bills and reduced maintenance effort further strengthen the business case.
Light pollution moves up the agenda
For Lichtwart co‑founder and CMO Johannes Mailänder, the company’s mission extends beyond efficiency gains. His long‑term goal: “making the Milky Way visible again.”
Research from GFZ Potsdam and Ruhr University Bochum indicates that global light emissions are rising by around 9.6 percent per year, with far‑reaching effects on ecosystems, biodiversity, human circadian rhythms, and the visibility of the night sky. Intelligent light management provides a concrete and measurable countermeasure – one that aligns environmental responsibility with operational savings.
