The UK Out of Home (OOH) advertising sector achieved its highest-ever annual revenue of £1.4 billion ($1.77 billion) in 2024, marking a 7.7% year-on-year increase, according to data released by Outsmart, the industry’s trade body. The growth was driven by strong performance in Digital Out of Home (DOOH) advertising, though Q4 faced headwinds linked to economic uncertainty.
Total OOH revenue for 2024 surpassed the previous record of £1.3 billion set in 2023, with DOOH revenue rising by 10.2% and Classic OOH (non-digital formats) growing by 3.0%. DOOH now accounts for 66% of total OOH revenue, up from 61% in 2023, reflecting sustained advertiser investment in dynamic, data-driven campaigns.
Despite annual gains, Q4 2024 saw a 2.2% year-on-year revenue decline to £387.3 million, attributed to reduced business and consumer confidence following the UK government’s October budget announcement. DOOH contributed £260 million to the quarterly total, maintaining its dominance but reflecting broader sector volatility. Outsmart noted the downturn could extend into early 2025.
Segment Breakdown and Trends
- Transport Advertising (e.g., airports, rail networks) remained the largest contributor, generating £721 million in 2024, nearly double its 2010 revenue (£329 million).
- Roadside Advertising grew modestly to £203 million (from £187 million in 2010).
- Retail, Leisure, and Point-of-Sale (POS) advertising rose to £183 million, up 83% since 2010.
Justin Cochrane, Chair of Outsmart, stated: “2024 is a real milestone for OOH, and we celebrate our best year. Brands continue to recognise that for broadcast strategies, OOH plays a vital role by offering unrivalled reach, creative dynamism and real-time targeting.”
Dan Bunyan, Partner at PwC, which compiled the data, added: “Whilst there have been macro headwinds to navigate, the UK OOH market remains in good health and has delivered strong growth for 2024 vs other media. New investment into OOH infrastructure remains strong and this should underpin future industry revenue growth.”
The sector’s resilience is bolstered by ongoing infrastructure investments and adoption of programmatic advertising tools. However, analysts caution that macroeconomic pressures, including inflation and fluctuating consumer spending, may temper short-term growth.
For more information, download the original report from the Outsmart website: https://www.outsmart.org.uk/site/userfiles/File/20250213105417_UK_Out_of_Home_Revenue_-_2024_Q4.pdf
