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Digital out-of-home (DOOH) advertising got off to a fast start in the UK this year, surging 28% compared with Q1 2016. The segment’s performance buoyed an otherwise flat UK out-of-home (OOH) advertising market.
DOOH spending for the quarter totaled £107 million ($144.4 million), according to OOH advertising trade group Outsmart and PricewaterhouseCoopers (PwC). The segment’s double-digit investment boost propelled digital’s share of total OOH revenues for the quarter to 42%, an increase of 9.4 percentage points vs. Q1 2016 and up from the 38% share seen for 2016 overall.
By comparison, total OOH revenues for Q1 2017 shrank 0.8% year over year to £252 million ($340.1 million). But revenues for the 12 months ending in March were up 3% vs. the previous 12 months.
“The transformation of the out-of-home medium continues with further investment in digital,” said Justin Cochrane, Outsmart chair and CEO of Clear Channel UK. “State-of-the-art inventory and technology continue to enable advertisers to benefit from the flexibility and dynamism of digital out-of-home, as well as complement or amplify classic out-of-home campaigns.”
DOOH spending has been rising steadily in the UK.
Total investment was worth £423 million ($570.9 million) in 2016, an increase of nearly 26% over 2015, according to Outsmart and PwC. But other sources forecast slowing investment this year. GroupM predicts spending will rise by a relatively modest 17.5% in 2017, the smallest increase in at least eight years.
As Facebook looks to new formats such as mid-roll video ads and messaging ads, concerns remain over video ad engagement, measurement and more. This report, based on extensive interviews with marketers and ad agency executives, digs into five factors that could impact future growth—and what marketers need to know about them.
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