LePub develops Dark Mode Ads platform for Plenitude

Plenitude has introduced Dark Mode Ads, a digital advertising approach developed with creative agency LePub and its innovation unit LeGarage, aimed at reducing the energy consumption of digital advertising through creative optimisation.

The initiative reworks advertising creatives into darker visual formats designed to lower energy use on LED screens, while maintaining visibility and impact across digital out-of-home environments.

Energy efficiency through creative design

The concept is based on research indicating that darker colours require less energy to display on LED screens. According to findings commissioned by Plenitude and conducted by Certimac, energy consumption can be reduced by up to 74 percent compared with traditional visual formats under tested conditions.

The study assessed multiple visual compositions and measured energy use on LED screens before and after applying the Dark Mode approach, in line with international performance verification protocols.

Expansion across European digital screens

Plenitude has begun implementing the approach across its own retail LED displays in Italy, as well as digital out-of-home placements in Italy, Spain and France. The rollout includes high-traffic advertising locations in major cities such as Madrid, Milan, Rome and Paris.

The activation also extends to prominent outdoor advertising sites, including Plaza Callao in Madrid, where the format is being used to demonstrate how visibility can be maintained while reducing energy demand.

Platform developed for wider industry use

To support broader adoption, LePub has created a digital tool that automatically converts advertising creatives into Dark Mode formats while preserving visual structure. The platform is designed for use by brands, agencies and media owners to integrate the approach into existing workflows.

The aim is to establish a scalable method for reducing energy use in digital advertising without limiting media presence or creative expression.

Sustainability focus within advertising practice

The initiative reflects Plenitude’s positioning as a Benefit Corporation and its focus on reducing energy waste across industries, including communications and media.

By combining creative adaptation with measured energy savings, the company is seeking to introduce a more resource-efficient approach to digital advertising formats while maintaining campaign effectiveness.

www.darkmodeads.com

www.le.pub

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