News

Outsmart, the trade body for the Out of Home (OOH) advertising industry has announced that OOH revenue for year end 2024 saw growth of +7.7% year-on-year with total revenues of £1.4bn, the highest ever.

The figures, collated by PwC, show Digital Out of Home (DOOH) grew +10.2% and Classic Out of Home was up +3.0%. DOOH’s share of total revenue is 66%.

Q4 2024 revenue was impacted by some uncertainty and a dip in business and consumer confidence surrounding the October budget. Year-on-year, a -2.2% decline in overall Q4 revenues was reported, with total revenues of £387.3m. This impact may continue into early 2025.

Justin Cochrane, Chair of Outsmart comments, “2024 is a real milestone for OOH and we celebrate our best year. Brands continue to recognise that for broadcast strategies, OOH plays a vital role by offering unrivalled reach, creative dynamism and real-time targeting”.

Dan Bunyan, Partner at PwC, comments, “Whilst there have been macro headwinds to navigate, the UK OOH market remains in good health and has delivered a strong growth for 2024 vs other media. New investment into OOH infrastructure remains strong and this should underpin future industry revenue growth”.

Click HERE to download a detailed breakdown of OOH revenue figures.