Digital Out-of-Home Advertising - United Kingdom

Ad spending in the Digital Out-of-Home Advertising market in the United Kingdom is forecasted to reach €975.40m in 2024.
The expected annual growth rate (CAGR 2024-2030) of ad spending is 7.49%, leading to a projected market volume of €1.52bn by 2030.
The largest portion of ad spending, with a projected market volume of €4.05bn in 2024, will be concentrated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is estimated to be €14.35 in 2024.
The United Kingdom's Digital Out-of-Home Advertising market is seeing a shift towards interactive and mobile-integrated campaigns to enhance consumer engagement.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in United Kingdom is experiencing significant growth and development, driven by changing customer preferences and advancements in technology.

Customer preferences: Customers in the United Kingdom are increasingly drawn to digital out-of-home advertising due to its ability to deliver dynamic and engaging content. With the rise of smartphones and other digital devices, consumers are becoming more accustomed to receiving personalized and interactive information. Digital out-of-home advertising allows brands to deliver targeted messages to the right audience at the right time, capturing their attention and driving engagement. This is particularly appealing to advertisers looking to reach a wide range of consumers in high-traffic areas such as shopping centers, airports, and transportation hubs.

Trends in the market: One of the key trends in the digital out-of-home advertising market in the United Kingdom is the adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, enabling them to target specific audiences and optimize their campaigns in real-time. This technology has revolutionized the way advertisers reach consumers, offering greater efficiency and effectiveness. As a result, programmatic advertising is experiencing rapid growth in the United Kingdom, with more advertisers embracing this approach to maximize their advertising budgets. Another trend in the market is the integration of data and analytics. With the increasing availability of data, advertisers can now measure the effectiveness of their digital out-of-home campaigns and make data-driven decisions. By analyzing consumer behavior and engagement metrics, advertisers can optimize their campaigns, ensuring they are reaching the right audience and delivering the right message. This trend is driving the demand for data and analytics tools in the United Kingdom, as advertisers seek to gain deeper insights into the impact of their advertising efforts.

Local special circumstances: The United Kingdom has a highly developed advertising industry, with a strong focus on creativity and innovation. This has paved the way for the growth of digital out-of-home advertising, as advertisers are eager to explore new ways to captivate and engage their target audience. The country's vibrant and diverse culture provides ample opportunities for advertisers to create compelling and memorable campaigns that resonate with consumers.

Underlying macroeconomic factors: The digital out-of-home advertising market in the United Kingdom is also influenced by macroeconomic factors such as GDP growth, consumer spending, and technological advancements. As the economy grows and consumer confidence improves, advertisers are more willing to invest in advertising campaigns, including digital out-of-home advertising. Furthermore, advancements in technology, such as the development of high-resolution displays and interactive features, have made digital out-of-home advertising more appealing and effective. In conclusion, the Digital Out-of-Home Advertising market in United Kingdom is experiencing growth and development due to changing customer preferences, the adoption of programmatic advertising, the integration of data and analytics, the country's creative and innovative advertising industry, and underlying macroeconomic factors. As technology continues to evolve and consumer expectations shift, the digital out-of-home advertising market in the United Kingdom is poised for further expansion and innovation.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.