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Outsmart/PWC report shows UK out-of-home ad revenue grew 31% in 2022, to £1.2bn

Wednesday, March 15, 2023

Outsmart, the trade body for the Out-of-Home (OOH) advertising industry reported that overall OOH revenue for 2022 saw growth of +31% year-on-year with total revenues of £1.2bn.

The figures, collated by PwC, show that Q4 contributed £346 million towards annual OOH revenues, up +3.2% compared to Q4 2021.

Digital Out-of-Home had another year of significant growth with an increase of +30% and accounted for 63% of total OOH revenue in 2022. Classic OOH revenues increased even more with +33% on the year.
Separately, Outsmart the UK trade body for the OOH industry has announced a new industry data platform launching in July 2023. “Playout” will centralise all advertising playout information into one single point for buyers to access, driving efficiency and improving data communication and accountability for both classic and digital out-of-home.

The Out-of-Home industry’s audience measurement body Route has developed new metrics including contemporisation of data to reflect current volumes; behavioural data to better understand traffic in retail environments; and visual data to update how likely people are to see OOH media.

Justin Cochrane, Chair of Outsmart comments, “2022 was a positive year for Out-of-Home, and we now look forward to getting back to strong long-term growth, growing Out-of-Home’s share of media through collaboration and investment, helping us to enhance both the medium’s performance and accountability.”

Andy Lobo, Senior Manager at PwC comments, “Out-of-Home’s growth in Q4 in particular has been achieved despite the weak macro-economic backdrop, which further demonstrates the strong characteristics of the medium.”

About Outsmart:
Outsmart is the UK trade body for the Out of Home (OOH) industry. We collaborate with all parts of the industry to provide a central reference point for our members, aiming to protect and advance their relationships with the advertising community, the public and national and local government.

About PwC
At PwC, our purpose is to build trust in society and solve important problems. We’re a network of firms in 156 countries with more than 295,000 people who are committed to delivering quality in assurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at www.pwc.com. PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. Please see www.pwc.com/structure for further details.

Published on Wednesday, March 15, 2023 at 11:40 PM

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