This white paper describes a new out-of-home digital advertising technology based on state of the art eco-friendly multi-colour electro-chromic materials developed under the EU FP7 funded project ECOPIX - “Eco-friendly digital advertising display, based on novel printable electrochromic polymers”. ECOPIX is a sustainable, low power solution, as the electrochromic pixels only require power when changing colour states, and the materials can be recycled at product end-of-life.