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Despite relying on services such as bus shelters, public Wi-Fi and defibrillators every day, most Britons are unaware that outdoor advertising helps fund this vital public infrastructure.

New polling commissioned by Outsmart, the UK trade body for the Out of Home (OOH) advertising industry, found that two thirds of Brits do not know that revenue from outdoor advertising is reinvested into public services and infrastructure across the UK.

Awareness of the sector's contribution is particularly low when it comes to specific community benefits. Just 21% of respondents knew that outdoor advertising helps fund bus shelters, while only 13% were aware it supports public Wi-Fi and phone services. Awareness was even lower for public defibrillators, with only one in ten (10%) recognising that outdoor advertising supports the lifesaving equipment.

Overall, only 20% of respondents said they were aware that outdoor advertising contributes to public infrastructure funding.

In contrast, the research suggests that attitudes towards outdoor advertising become significantly more positive once people understand the role it plays in supporting communities. Nearly two thirds (64%) of respondents said they are more supportive of outdoor advertising after learning that its revenue is reinvested into the UK economy, local infrastructure, and public services, and 60% agreed that outdoor advertising provides a valuable public service.

Tim Lumb, Director of Outsmart said:

“Outdoor advertising is often seen simply as a platform for brands, but its impact goes much further. Nearly half of the revenue it generates is reinvested into public infrastructure and services, from bus shelters and public Wi-Fi to life-saving defibrillators.

“This research highlights a gap in public awareness of that contribution. Encouragingly, when people understand how outdoor advertising helps fund local infrastructure and services, support for the sector rises significantly. That presents a clear opportunity to build greater awareness of the positive role outdoor advertising plays in communities across the UK.”

Stephen Woodford, Chief Executive, Advertising Association, said:

“There are clear public benefits from the millions of pounds invested each year in outdoor advertising in towns and cities across the UK. It brings much-needed funds to improve public transport infrastructure and make urban environments better and safer. In turn, this encourages even more people to use sustainable forms of transport, benefitting our environment.

“Outdoor advertising's essential economic, environmental and social contribution deserves higher recognition and could be used to even greater positive effect if supported by the right policy decisions.”