OOH revenues surpass 2019 levels for first time

OOH revenues surpass 2019 levels for first time

Out-of-home (OOH) advertising revenue increased 12.9% to £346m in the third quarter, according to new figures released by Outsmart.

The OOH trade body found Q3 2023 advertising revenue was up 4.9% compared to Q3 2019, the first time this has been higher for a corresponding quarter pre-pandemic.

Outdoor ad revenues have been climbing this year; H1 2023 saw a 5% increase in revenue compared to the equivalent period in 2022.

Broken down by inventory type, quarterly digital out-of-home (DOOH) revenue grew 15.6% while classic grew 8.1% year-on-year compared to Q3 2022.

Digital’s share of OOH revenue ticked up slightly to account for 65% in the quarter.

Dallas Wiles, co-CEO of JCDecaux UK said of the results: “It’s been a great year for out-of-home, thanks to the new OOH digital capabilities including programmatic, the launch of Playout providing industry proof-of-play and the new Route numbers showing that DOOH delivers an impressive 5 billion impressions a week, 260 billion a year.

“With TV reach falling, out-of-home is now the broadcast medium.”

Adwanted UK is the trusted delivery partner for three essential services which deliver accountability, standardisation, and audience data for the out-of-home industry. Playout is Outsmart’s new system to centralise and standardise playout reporting data across all outdoor media owners in the UK. SPACE is the industry’s comprehensive inventory database delivered through a collaboration between IPAO and Outsmart. The RouteAPI is a SaaS solution which delivers the ooh industry’s audience data quickly and simply into clients’ systems. Contact us for more information on SPACE, J-ET, Audiotrack or our data engines.

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