Clear Channel gives OOH tips for 2025

Clear Channel has released a range of recommendations for out-of-home (OOH) and digital out-of-home (DOOH) advertisers, providing what it labels as a “winning formula” for leveraging OOH in 2025.

Among its recommendations, the OOH advertising company has encouraged advertisers to move away from a London-only focus.

With around 85% of the UK population living outside of London which amounts to around 58 million people, Clear Channel encourages advertisers to “avoid London bias” and put out its campaigns country-wide, pointing to the breadth of its network and the amount of prime locations for advertising outside of the capital.

Outsmart, the trade body for the OOH advertising industry, recently reported that overall UK spending in OOH for 2024 reached over £1bn, an increase of 12% compared to the same period last year.

Clear Channel’s article also recommends that companies spread their campaign evenly across the year. By supporting a consistent level of reach across the year, Clear Channel suggests that brands can maintain potential buyers’ “mental availability”: a brand’s propensity to be thought of in a buying situation.

According to the company, maximising the cumulative reach of a campaign among buyer categories should be every advertiser’s main objective.

“Light category buyers” have been given particularly focus in the article. Clear Channel has suggested strategically targeting this category, as they represent a majority of buyers in the market.

Light buyers are those who have only bought a product or service once but have no strong connection to a particular product for future purchases. They are often seen as a primary source for advertisers to target for brand growth.

Finally, Clear Channel points towards altruistic and charitable actions as being key to winning over the general public.

Clear Channel supports a range of charitable causes by providing free advertising space. In 2024, the company donated £29m worth of free media space to over 70 charity organisations, £3m more than the previous year.

Clear Channel also works with more than 180 councils and transport authorities around the UK, maintaining 30,000 bus shelters. This includes a contract with Essex County Council contract, which will see 500 brand new, ad-funded bus shelters installed across the region.

It also argues that supporting OOH benefits local economies. It points to a figure from Outsmart and PricewaterhouseCoopers (PwC) which estimates that 46p in every £1 made in OOH advertising is reinvested back into national and local economies.

Clear Channel’s estate currently reaches an estimated 90% of the UK population, reportedly representing 49 million unique adults every fortnight. In 2024, Clear Channel added over 400 brand new sites to its Adshel Live digital network, making it the UK’s largest DOOH network for reach, impacts, and unique cover.

The full article can be found on Clear Channel’s website.