The OOH industry remains resilient in Q2 2018

Total revenue of £284 million, up 1.5% YOY

20th August 2018

Outsmart, the trade body for the Out of Home (OOH) industry has announced that Out of Home revenue reported for the quarter April to June 2018 saw the total market grow by 1.5% from £280 million in Q2 2017 to £284 million in Q2 2018.

The figures, collated by PwC, show Digital Out of Home saw a revenue growth of 6.4% year on year. Whilst the rate of growth is slower than previous quarters (17.9% in Q1), digital revenues account for a total of £134 million and represent 48% of total Q2 Out of Home revenue.

Revenue from Classic Out of Home saw a reduced YOY decline at -2.6% in Q2 2018, compared to -3.9% (Q1 2018) and -6% (Q4 2017).

The latest 2018 Route data shows that Out of Home continues to have a weekly reach of 98% among GB adults, whilst Digital Out of Home now reaches 62%, equivalent to 32.3 million GB adults. In today’s fragmented media landscape, Out of Home continues to offer unrivalled reach and cut-through as advertisers utilise classic and digital to engage consumers when they are out and about

Justin Cochrane, Chair of Outsmart, comments that Out of Home has experienced “It is welcoming, but not surprising, to see Out of Home remain resilient at a time when other media face market challenges. Out of Home is an advertising medium that weathers economic conditions because of its enduring value. It makes brands famous, is demonstrably effective and is genuinely welcomed by consumers.”

Visit the Outsmart website to download a detailed breakdown of OOH revenue figures.