How Digital Changed the UK’s Out-of-Home Marketplace - eMarketer

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eMarketer Interview

How Digital Changed the UK’s Out-of-Home Marketplace

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An interview with

Tim Lumb

Insight and Effectiveness Director, Outsmart

Topics: Ad Spending

Interview summary

Out-of-home (OOH) advertising remains a bastion of one-to-many mass communication in the UK. And while long thought of as one of the last traditional media, OOH is edging into the future. eMarketer’s Sean Creamer spoke with Tim Lumb, insight and effectiveness director at UK-based OOH sell-side trade organization Outsmart, about the ways technology is optimizing the OOH marketplace.


eMarketer: How large is the OOH advertising market?

Tim Lumb: Overall revenues for the out-of-home market were about £1.1 billion at the end of 2016, up 4.5% from the previous year. In fact, it’s been rising each year since 2011.