Traditional Out-of-Home Advertising - United Kingdom

Ad spending in the Traditional Out-of-Home Advertising market in the United Kingdom is forecasted to reach US$465.70m in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 2.13%, leading to a projected market volume of US$528.50m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is predicted to be US$6.85 in 2024.
The United Kingdom's Traditional Out-of-Home Advertising market is experiencing a resurgence in demand due to its effectiveness in reaching local audiences despite digital advancements.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional Out-of-Home (OOH) 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 Traditional 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.

Traditional billboards (bulletins, large banners, inflatable billboards)
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)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, 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)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in United Kingdom is experiencing steady growth and development.

Customer preferences: Customers in the United Kingdom have shown a strong preference for traditional out-of-home advertising methods such as billboards, posters, and signage. These forms of advertising are highly visible and can reach a wide audience, making them effective in capturing the attention of consumers. Additionally, customers appreciate the physical presence of these advertisements as they provide a tangible and memorable experience.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in United Kingdom is the increasing use of digital technology. Digital billboards and screens are becoming more prevalent, allowing advertisers to display dynamic and interactive content. This trend is driven by advancements in technology and the desire to engage consumers in new and innovative ways. Digital out-of-home advertising offers flexibility and the ability to target specific audiences, making it an attractive option for advertisers. Another trend in the market is the integration of data and analytics. Advertisers are leveraging data to better understand their target audience and optimize their campaigns. By analyzing consumer behavior and preferences, advertisers can create more targeted and personalized advertisements. This trend is driven by the increasing availability of data and the desire to maximize the effectiveness of advertising campaigns.

Local special circumstances: The United Kingdom has a highly developed advertising industry, with a strong focus on creativity and innovation. This has led to the emergence of unique and eye-catching out-of-home advertising campaigns. Advertisers in the United Kingdom are known for their ability to create memorable and impactful advertisements that resonate with consumers. This creative culture has contributed to the growth of the Traditional Out-of-Home Advertising market in the country.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in United Kingdom can be attributed to several macroeconomic factors. Firstly, the country has a stable and growing economy, which provides a favorable environment for advertising investment. Secondly, the United Kingdom has a large and diverse population, which offers a wide range of target audiences for advertisers. Lastly, the country has a well-developed infrastructure and transportation network, which ensures that out-of-home advertisements are highly visible and accessible to consumers. In conclusion, the Traditional Out-of-Home Advertising market in United Kingdom is experiencing growth and development due to customer preferences for traditional advertising methods, the adoption of digital technology, the integration of data and analytics, the creative culture of the country, and favorable macroeconomic factors. This market is expected to continue to evolve as advertisers strive to capture the attention of consumers in new and innovative ways.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and 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.