Outsmart calls on UK government to boost OOH sector

Outsmart, the UK’s trade body for out-of-home (OOH) advertising, recently launched a campaign titled ‘Vision for Growth’, which calls upon the UK government to boost growth within the sector.

As part of the campaign, Outsmart has given a range of recommendations to promote expansion within the OOH industry and address current barriers to economic growth.

Vision for Growth calls for the removal of business rates on social infrastructure. According to Outsmart, this would allow media owners to reinvest in public spaces, benefiting communities while simplifying financial processes for local councils.

Outsmart is also calling for the extending of express planning consents from five to ten years and introducing a fast-track approval mechanism to provide long-term stability.

Speaking of the proposals, Tim Lumb, director of Outsmart, says: “The OOH advertising sector is a key driver of the UK’s economy and plays a crucial role in our public spaces. Our Vision for Growth outlines actionable steps to unlock further investment, create jobs, and strengthen communities.

“By reforming business rates and simplifying planning approvals, we can remove barriers to growth, ensuring OOH not only thrives but delivers tangible benefits for the public and local authorities across the country.”

According to Outsmart, OOH advertising is one of the UK’s fastest-growing industries, expanding 7.7% year-on-year to a revenue of £1.4bn in 2024. This is the highest recorded value for the industry in the UK.

However, according to Outsmart Q4 2024, revenue was impacted by some uncertainty and a dip in business and consumer confidence surrounding the Labour government’s October budget.

Year-on-year, a 2.2% decline in overall Q4 revenues was reported, with total revenues of £387.3m. Outsmart has reported that this impact may continue into early 2025.

In its statement on the unveiling of Vision for Growth, Outsmart highlights that OOH advertising reinvests a reported 40% into the UK economy by providing bus shelters, free telephones, Wi-Fi hubs, community messaging, and public defibrillators.

Dame Karen Bradley DBE MP, chair of the Advertising All-Party Parliamentary Group (APPG), says: “As chair of the APPG, this report highlights the significant £1.4bn contribution the OOH advertising industry makes to the UK economy.

“As one of the UK’s fastest growing industries, OOH advertising is a key business partner for growth and this report touches on their continued priority to invest in our communities and create jobs across the UK.”