MODERN MARKETING TECHNOLOGIES IN TRADE: AUTONOMOUS LIGHTING OF OUTDOOR ADVERTISING ON SOLAR PANELS

Abstract

This article examines the efficiency of solar-powered LED lighting systems for outdoor advertising, with particular attention to the Ukrainian context of energy instability and rising demand for sustainable marketing technologies. The research highlights the technical parameters and practical benefits of autonomous solar-LED solutions, including high luminous efficacy (up to 160 lm/W), extended service life (50,000–80,000 hours), and low-voltage operation ensuring user safety. Solar-powered systems enable continuous visibility of advertising billboards and signs during nighttime hours without reliance on centralized electricity supply. This is particularly relevant under conditions of rolling blackouts and infrastructure damage, where conventional lighting methods become costly or unavailable. From a marketing perspective, the visibility and attractiveness of illuminated advertisements directly affect brand recognition, consumer engagement, and business competitiveness. The integration of renewable energy technologies into advertising infrastructure not only reduces operational costs but also aligns with global sustainability trends, enhancing the corporate image as environmentally responsible. The article further analyzes the economic feasibility of such systems, demonstrating that reduced wiring, maintenance, and electricity expenses offset initial investment costs. Moreover, technical solutions such as IP68-rated fixtures, motion or light sensors, and modular installation methods are discussed as ways to increase system reliability and energy savings. The study concludes that suspended LED street lamps with integrated photovoltaic panels and smart control functions represent the most suitable option for Ukraine’s urban and commercial environments. Their adoption contributes to energy efficiency, ecological safety, and resilience of advertising strategies in volatile energy markets. The authors recommend the development of standardized installation and maintenance guidelines for solar-powered LED systems, which will ensure consistent performance, encourage large-scale adoption, and provide businesses with a competitive advantage while supporting the principles of sustainable urban development.