UK Digital Out-of-Home Advertising: Growing Revenues and Growing Potential - eMarketer
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UK Digital Out-of-Home Advertising: Growing Revenues and Growing Potential

eMarketer Report

By: eMarketer

Published: November 02, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

In a challenging market, out-of-home (OOH) ad spend is climbing in the UK, with digital OOH (DOOH) underpinning that growth. Combining reach and impact with flexibility and accountability, DOOH is a compelling proposition for marketers, and continuing innovation looks set to strengthen its hand.

  • eMarketer estimates total UK OOH ad expenditures will increase 1.4% in 2017. However, GroupM’s latest forecast indicates UK DOOH ad spend growth will top 20% this year, accounting for nearly half of the OOH market. That heady proportion comes from just 10% of physical assets in some cases, indicating the sizable revenue potential for this medium.
  • The huge reach and impact of OOH is being supplemented by digital assets—this isn’t a digital vs. traditional debate. Such assets offer greater levels of flexibility, allowing for more precise campaign timings and durations, and are also helping to bring “activation” to what has traditionally been a branding tool. Localized DOOH campaigns have been proven to spur uplifts in smartphone brand actions, for example.
  • Automating the trading of DOOH inventory is still in its early stages, but movement to methods like programmatic direct are predicted to be rapid. Some innovators in this space expect programmatic trading to account for around 70% of all their activity within the next five years or so.

"DOOH ad spending is growing at a phenomenal rate and is expected to account for 47% of the total UK OOH market in 2018."

Table of Contents

State of the Market: Digital Driving OOH Ad Spend

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Making the Most of DOOH

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12 charts are included in the full report:

UK Digital Out-of-Home Advertising: Growing Revenues and Growing Potential

UK Digital Out-of-Home Ad Spending, 2010-2018 (millions of £, % change and % of total)

State of the Market: Digital Driving OOH Ad Spend

UK Total Media Ad Spending Growth, by Media, 2017 (% change)

UK Out-of-Home Ad Spending, 2010-2016 (millions of £)

UK Total Media Ad Spending, by Media, 2016-2018 (millions of £ and % change)

UK Digital Out-of-Home Ad Spending, 2011-2016 (millions of £ and % of total out-of-home ad spending)

UK Digital Out-of-Home Ad Spending, 2010-2018 (millions of £, % change and % of total)

The Case for DOOH: Reach, Impact, Flexibility and Accountability

Weekly Reach* of Digital Out-of-Home Advertising in Great Britain, by Demographic, Sep 2017 (% reach)

Preferred Types of Traditional Ads According to UK Internet Users, by Age, Oct 2016 (% of respondents in each group)

Automotive Ad Recall Among UK Smartphone Owners, by Media, May 2017 (% of respondents)

Marketing Tactics Used During the Launch of a New Product/Service According to Senior Marketers in Australia, the UK and US, Oct 2016 (% of respondents)

Making the Most of DOOH

Touchpoints that Have the Most Influence on Purchase Decisions According to Brand Marketers Worldwide, Q2 2017 (% of respondents)

Using Data to Drive DOOH Innovation

Critical Factors for Digital Out-of-Home Advertising Improvement According to UK Out-of-Home Specialists vs. Media Agencies, Jan 2017 (% of respondents)