The expenditure report found that in total, UK adspend rose by 5.8% year-on-year to reach £6bn in Q2 2019 with the total adspend over the first six months of 2019 at £12bn.
This marks UK advertising’s 24th consecutive quarter of market growth with DOOH seemingly driving these figures forward.
With the UK’s advertising market expected to grow a further 5.2% next year, the adspend growth for 2019 is predicted to rise 5%, reaching a total of £24.7bn.
Stephen Woodford, chief executive of the Advertising Association says: “These very encouraging adspend figures for Q2 2019 cover the period immediately following the original Brexit date of March 29, demonstrating the continued strength of UK advertising during a time of political uncertainty.
“Advertising’s dynamism is shown by the growth recorded across many different formats, with particularly impressive performances from cinema, TV video-on-demand (VOD) and online radio.”
The report revealed that overall market growth is being driven by “increased spend on online advertising” which experienced growth across most formats.
There is little in the data we receive from media owners across the industry to suggest an impending downturn, but growth cannot be taken for granted while economic prosperity remains in the balance”
In terms of the security of the future of advertising, James McDonald, managing editor at WARC, adds: “There is little in the data we receive from media owners across the industry to suggest an impending downturn, but growth cannot be taken for granted while economic prosperity remains in the balance.”
Richard Bon, joint managing director of Clear Channel UK credits the medium’s “unique capability to deliver flexibility and creativity to reach audiences at scale” for the strong growth of DOOH in 2019.
Bon continues: “Moving away from the two-week in-charge model, DOOH delivers all the benefits of traditional out-of-home such as mass reach and brand fame, with added benefit of flexibility. It also offers more creativity for brands, utilising external and first-part data, allowing for dynamic campaigns that can react to real-life moments.
“DOOH will continue to go from strength to strength. We recently celebrated the installation of our 2000th digital Adshel Live screen, making it the largest DOOH network in the UK. In 2020 we’re planning to continue to grow this network, as well as invest in our digital billboard portfolio, helping to further drive the overall DOOH expansion.”
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