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UK OOH ad revenues recover with 31% surge to £1.2bn

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.

If reading on a mobile, scroll left to right to see the full graph.

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.

If reading on a mobile, scroll left to right to see the full graph.

Split by environment, roadside advertising revenues registered £626m (53%), transport £369m (31%) and point of sale/retail/leisure £187m (16%).

If reading on a mobile, scroll left to right to see the full graph.

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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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