Outsmart reports UK OOH advertising revenue reaches £294.5m in Q1 2025

Outsmart, the trade body for the Out of Home (OOH) advertising industry, reports OOH advertising revenues for the first quarter of 2025 totaled £294.5m, an increase of +1% compared to the same period last year. 

The figures, collated by PwC, reveal that Digital OOH revenue grew +1.6% and Classic OOH declined -0.2%. Digital’s share of revenue in Q1 remained broadly the same as Q1 2024 at 65%. 

Looking at the broader trend, UK Out of Home advertising revenue reached £1,395 million in 2024, a significant increase from £1,295 million in 2023 and £1,180 million in 2022. This reflects a strong rebound since 2020, which saw a dip to £699 million. The 2024 revenue represents a record high for the industry. 

Digital OOH revenue has been a key driver of this growth. In 2024, Digital OOH revenue reached £927 million, continuing an upward trend from £841 million in 2023 and £748 million in 2022. Its share of total OOH revenue has steadily increased, reaching 66% in 2024. This indicates a strong shift towards digital formats within the OOH sector. 

Analysis of OOH revenue split by environment shows consistent growth across different categories. In 2024, Roadside advertising revenue reached £721 million, an increase from £686 million in 2023. Transport advertising also saw a rise, reaching £471 million in 2024, up from £417 million in 2023. Pos/Retail/Leisure revenue grew to £203 million in 2024 from £192 million in 2023. 

Justin Cochrane, Chair of Outsmart, comments, “Against the backdrop of broader macroeconomic impacts affecting the overall advertising industry during the last six months, it’s reassuring to see growth in Out of Home. We look forward to continuing to deliver for brands engaging and connecting with their audiences at scale.” 

Q1 also saw the release of the ‘Vision for Growth’ report celebrating the record £1.4 billion in revenue in 2024 – up 7.7% year on year and outlining the reforms needed to turbocharge further economic growth.