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Published: November 02, 2017
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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.
"DOOH ad spending is growing at a phenomenal rate and is expected to account for 47% of the total UK OOH market in 2018."
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UK Digital Out-of-Home Ad Spending, 2010-2018 (millions of £, % change and % of total)
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)
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)
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)
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