According to the latest Outsmart and PwC UK report, Out of Home (OOH) advertising reached an all-time high in 2025, generating £1.44bn in revenue, up +2.6% year-on-year. Despite ongoing economic pressures, brands continue to invest in OOH for its unrivalled reach, standout presence and proven ability to build fame at scale.
While digital formats continue to support overall market growth, classic OOH remains a vital pillar of the channel. In Q4 2025, overall OOH revenues grew +3.3%, with classic formats delivering steady performance and continuing to play a key role in delivering high-impact, high-visibility campaigns in premium locations. This sustained investment underlines the enduring strength and relevance of traditional OOH in brand-building strategies.
Justin Cochrane, Chair of Outsmart, comments:
“Despite the wider economic headwinds, 2025 shows that brands continue to invest in Out of Home because it offers unrivalled reach and delivers trailblazing creative opportunity and effectiveness”.
Dan Bunyan, Partner at PwC UK, adds:
“OOH has continued to prove its value to brands despite the challenging macroeconomic backdrop and disruption from new AI models. The industry has seen positive growth in H2 2025, a good sign for 2026.”
As 2026 gets underway, OOH is once again proving that it delivers results where it counts. From lamppost banners and 6-sheet posters to striking Airdressing® campaigns, brands have the tools to engage audiences in the moments that matter. Whether it’s boosting footfall, or supporting nationwide campaigns, OOH offers a powerful combination of visibility and targeting.
With the record-breaking performance of 2025 as a backdrop, Bay Media is excited to build on this momentum. We’re ready to help brands reach more people and leverage high-visibility placements across our OOH formats. The year ahead promises to be dynamic and high-impact, and we’re looking forward to helping our clients stand out in 2026.
Discover how we can help your brand drive measurable results in 2026.