UK OOH ad revenues recover with 31% surge to £1.2bn
Out-of-home total advertising revenues increased by nearly a third (31%) compared to 2021.
Within this, digital out-of-home (DOOH) revenues increased by 30% year-on-year, while classic outdoor revenues increased by 33%, according to figures from the sector’s marketing body, Outsmart, compiled by PwC.
Justin Cochrane, CEO of Clear Channel UK and chair of Outsmart, said the organisation will now “look forward to getting back to strong long-term growth” and growing OOH’s share of media through “collaboration and investment”.
This collaboration could refer to Outsmart’s new platform Playout that will introduce a system to unify tracking and verification of UK OOH advertising, as well as Route, OOH’s audience measurement body’s development of “new metrics” around updating current volumes, behavioural data in retail environments, and visual data on how likely people are to see OOH media.
Digital out-of-home revenues surpassed 2019 levels of £694m reaching £750m in 2022, accounting for two-thirds 63% of total out-of-home (OOH) annual revenues.
Q4 contributed £346m towards these revenues, an increase of 3.2% on the previous year, which is still down on 2019 levels before lockdowns during the pandemic affected demand for OOH from advertisers.
Split by environment, roadside advertising revenues registered £626m (53%), transport £369m (31%) and point of sale/retail/leisure £187m (16%).
