The UK Out of Home (OOH) advertising industry is continuing its strong run, with revenues reaching a record £402.6 million in Q2 2026. The latest figures from Outsmart and PwC represent a 12.7% increase on Q2 2025, when revenues stood at £357.3 million.
It’s the highest-ever Q2 revenue recorded for the industry and the second-highest quarter in OOH history, behind Q4 2025. Following a strong start to the year, the latest results underline the continued confidence brands have in OOH as an effective way to reach audiences at scale.
While Digital OOH continues to lead the market, growing by 14.6% year on year, Classic OOH also delivered strong 8.8% growth in Q2. For traditional formats, that’s another positive sign that the demand for high-impact, physical advertising remains firmly in place.
From lamppost banners and 6-sheets to transport advertising and city dressing, Classic OOH gives brands the opportunity to become part of the places audiences experience every day. Its ability to target specific locations, build visibility and deliver repeated exposure makes it particularly powerful for local and regional campaigns.
And the wider picture is just as positive. Across the first half of 2026, total OOH revenues reached £743.9 million, up 13.7% on H1 2025. Classic OOH grew by 9.4%, while Digital increased by 15.9%, showing that growth is being delivered across the medium as a whole.
For Bay Media, the continued growth of Classic OOH is particularly encouraging. We see first-hand how formats such as lamppost banners can transform high streets, town centres and key routes, giving brands a highly visible presence where people live, work, shop and travel.
With Q2 marking another record-breaking quarter, OOH is entering the second half of 2026 with plenty of momentum. And while the medium continues to evolve, one thing is clear: Classic OOH is still making a big impact.
Discover more about Bay Media’s OOH advertising opportunities and speak to our team about your next campaign.