UK’s DOOH revenue grows 30% in Q2 2017

UK’s OOH industry trade body Outsmart has announced that DOOH advertising revenue reported for the quarter April to June 2017 is £127 million, which is a significant 30% increase on Q2 2016. Digital now accounts for 46% of all OOH advertising revenue, an increase of 10 percentage points on Q2 2016. The conversion of premium classic OOH sites into digital, coupled with advertiser adoption of the flexible, dynamic and creative opportunities offered by digital formats, is driving significant growth in DOOH. Total OOH revenue for the quarter is £278 million, according to a report published in the FEPE International newsletter.

This is up 1.7% year on year. On a half-yearly basis, the market is up 0.6% on H1 2016 as a result of the growth in Q2 this year. The growth also indicates that the OOH industry is in a strong position as it embraces the opportunities offered by technology. Justin Cochrane, Chair of Outsmart, explains that “the OOH industry is rebalancing as the digital transformation continues, but classic OOH will continue to have a vital role for advertisers with its scale, reach and frequency.”