14th March 2023
Outsmart, the trade body for the Out-of-Home (OOH) advertising industry has announced that overall OOH revenue for 2022 saw growth of +31% year-on-year with total revenues of
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.”
Visit the Outsmart website to download a detailed breakdown of OOH revenue figures.
Note to editors:
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. Please see www.outsmart.org.uk for more details.
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