UK’s OOH revenue up 1.5% YOY
By M4G Bureau - August 22, 2018
The OOH industry remains resilient in Q2 2018; DOOH saw a revenue growth of 6.4%
Outsmart, the trade body for the Out of Home (OOH) industry in the UK announced that OOH 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 DOOH saw a revenue growth of 6.4% year on year. While 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 OOH 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 OOH continues to have a weekly reach of 98% among GB adults, while DOOH now reaches 62%, equivalent to 32.3 million GB adults. In today’s fragmented media landscape, OOH 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, “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.”