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According to Outsmart, UK spending in OOH has increased by 12% compared to the same period last year, with digital OOH accounting for two thirds of revenue
Outsmart, the trade body for the out-of-home (OOH) advertising industry, has reported that UK spending in OOH for 2024 has reached £1bn, an increase of 12% compared to the same period last year.
OOH revenue for the third quarter of 2024 was reportedly up by 4.4% for a total of £361m. Digital out-of-home (DOOH) revenue was a major factor behind the increase, accounting for over two thirds of total spend (67%). According to Outsmart, overall UK DOOH revenue increased by 7.7% from last year.
Previous studies from Outsmart and PwC have revealed that DOOH revenue as a percentage of overall OOH revenue has more than doubled, increasing from 32% in 2015 to 65% in 2023.
The figures, collated by professional services network PricewaterhouseCoopers (PwC), highlight a strong growth in the overall OOH industry, reflecting news of major expansion among major UK OOH and DOOH companies.
In October, Clear Channel UK’s DOOH network, Adshel Live, announced that it had installed its 3500th screen. According to Clear Channel, Adshel Live supposedly now reaches 32% more than all other roadside digital six-sheets combined.
In September, 75Media acquired 595 new 48-sheet roadside billboards, doubling its existing portfolio and increasing its total estate to 1175.
During its announcement, 75Media operations director Alex Simpson reflected on the growing industry trend towards DOOH, stating: “We will analyse and review all 1000 classic sites in our estate to determine whether they would be better digitised, as part of the ongoing strategy and development of our business.”
In the same month media and entertainment group Global won an advertising contract for Network Rail’s roadside outdoor estate, a vast portfolio with advertising sites in city locations around the UK.
Network Rail’s estate is considered the largest roadside contract in the UK with Global awarded exclusive rights to manage the advertising for over 1,400 sites.
Speaking of Outsmart’s findings, Justin Cochrane, chair of Outsmart, says: “2024 promises to be a great year for OOH, with solid investment from brands seeking real world strategies.”
A detailed breakdown of UK OOH revenue figures and research can be found on the Outsmart website.
