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Outsmart has reported that UK OOH revenues totalled £644.9m in the first half of 2025, a decline of 0.2% compared to the same period last year
Outsmart, the trade body for the UK out-of-home (OOH) advertising industry, has reported that UK OOH revenues for the first half of this year total £644.9m, a marginal decline of 0.2% compared to the same period last year.
The figures, collated by PricewaterhouseCoopers (PwC), also show a -1.2% decline in overall revenues in Q2 of 2025 compared with Q2 2024, with total revenues of £350.4m reported in Q2 2025.
While digital out-of-home (DOOH) revenue grew by 0.3%, classic OOH is down by 1.3%, leading to the overall decline. Digital’s share of revenue in the first half of 2025 is 66%, the same year on year as 2024, with digital declining by -0.7% and classic declining by -2.2% year on year.
This is seemingly in contrast to Outsmart’s report earlier this year revealing £1.4bn in UK revenue for OOH in 2024, the highest recorded value for the industry.
According to the report, overall OOH revenue for year end 2024 saw a growth of 7.7% year-on-year, with total revenues of £1.4bn, the highest calculated amount for the industry.
However, the report also showed warning signs for the industry moving into 2025, with Q4 2024 revenue seemingly impacted by industry uncertainty and a dip in business and consumer confidence surrounding the Labour government’s October 2024 budget.
Outsmart’s report positions the OOH industry as having held up against a range of worldwide economic difficulties, with an only marginal decline being seen as a sign of its resilience.
Justin Cochrane, chair of Outsmart comments: “The figures reflect OOH’s resilience in a period of economic uncertainty.
“While we’ve seen a short-term focus across the media market recently, OOH continues to be uniquely placed to deliver on advertisers real world needs as confidence grows.”
Andy Lobo, director at PwC, adds: “While there have been some broader macroeconomic headwinds for the industry to contend with, UK OOH has continued to be resilient.
“Investments in OOH infrastructure, particularly in digital and programmatic, will help to drive growth moving forward”.
