UK’s OOH ad industry reports its best year to date with £1.4bn revenue in 2024
Thursday, February 13, 2025
Outsmart, the trade body for the out-of-home (OOH) advertising industry in the UK reports that OOH revenue for year end 2024 saw growth of +7.7% year-on-year with total revenues of £1.4bn, the highest ever.
The figures, collated by PwC, show digital out-of-home (DOOH) grew +10.2% and classic out-of-home was up +3.0%. DOOH’s share of total revenue is 66%.
Q4 2024 revenue was affected by some uncertainty and a dip in business and
consumer confidence surrounding the October budget. Year-on-year, a -2.2%
decline in overall Q4 revenues was reported, with total revenues of £387.3m. This
impact may continue into early 2025.
Justin Cochrane, Chair of Outsmart comments, “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, comments, “Whilst there have been macro headwinds
to navigate, the UK OOH market remains in good health and has delivered a strong
growth for 2024 vs other media. New investment into OOH infrastructure remains
strong and this should underpin future industry revenue growth”.
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 149 countries with more than 370,000 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.