Background Digital billboards are rapidly replacing traditional static ones, offering a more attractive option for both advertisers and consumers. However, this surge in digital screens has led to a growing problem—these billboards are bright all the time, consuming massive amounts of energy. A single digital billboard uses as much electricity as 15 households per day, amounting to an average of 20,440 kWh annually. This excessive power usage not only increases carbon emissions but also contributes to unnecessary light pollution, impacting wildlife and disrupting human circadian rhythms. Insights The devices we use daily, such as smartphones and laptops, already have a built-in solution to energy waste—Ambient Light Sensors (ALS). These sensors automatically adjust screen brightness based on surrounding light, reducing power consumption by 20-30%. If digital billboards could adopt the same approach, it could lead to significant energy savings while ensuring that advertisements remain visible in all lighting conditions. Idea Introducing Adaptive Billboard—a revolutionary concept by JCDecaux that utilizes ALS technology to automatically adjust the brightness of digital billboards based on real-time environmental conditions. Execution Technology Integration: Adaptive Billboards are equipped with ALS technology that detects ambient lighting conditions and dynamically adjusts the brightness. This simple yet effective solution can help save up to 9,000 kWh of electricity per billboard annually. Real-world Application: The brightness adapts in various scenarios: In Times Square, where numerous screens create an already bright environment, the billboard dims to minimize energy waste. In rural areas with little artificial lighting, it lowers brightness to reduce light pollution. Under direct sunlight, the screen enhances brightness for visibility. During heavy rain or fog, it adjusts to ensure clarity without unnecessary glare. Impact & Awareness To raise awareness, JCDecaux will launch a campaign showcasing how Adaptive Billboards work in different environments, highlighting real-time energy savings on-screen. Advertisers partnering with Adaptive Billboards can display a "Sustainably Powered" badge, reinforcing their commitment to eco-conscious advertising. With Adaptive Billboard, JCDecaux is leading the way in sustainable outdoor advertising—ensuring the future of digital billboards is not just brighter, but smarter.