The UK’s out-of-home (OOH) advertising industry has achieved a landmark year, reporting its highest ever annual revenue in 2024, according to the latest figures from Outsmart, the industry’s trade body. The report, compiled by PwC, reveals a total OOH revenue of £1.4 billion for 2024, representing a significant 7.7% growth year-on-year, demonstrating impressive OOH advertising growth.
This impressive annual performance underscores the continued strength and relevance of OOH advertising in a dynamic media landscape. Classic OOH formats, such as billboards, posters and banners, contributed to this success, with revenues increasing by 3.0% throughout the year.
While the overall year was exceptionally strong, the report acknowledges a slight dip in Q4 2024. Revenue for the quarter totaled £387.3 million, a 2.2% decrease compared to Q4 2023. This was attributed to economic uncertainties and a dip in business and consumer confidence, particularly around the October budget.
Despite the Q4 slowdown, industry leaders remain optimistic. Justin Cochrane, Chair of Outsmart, stated: “2024 is a real milestone for OOH and we celebrate our best year. Brands continue to recognise that for broadcast strategies, OOH plays a vital role by offering unrivalled reach, creative dynamism and real-time targeting.”
Dan Bunyan, Partner at PwC, added that, “Whilst there have been macro headwinds to navigate, the UK OOH market remains in good health and has delivered a strong growth for 2024 vs other media. New investment into OOH infrastructure remains strong and this should underpin future industry revenue growth”.
At Bay Media, we’ve witnessed firsthand the enduring power of classic OOH formats. Our clients continue to see the value in strategically placed lamppost banners, roadside posters, and large-format displays in shopping centres, achieving significant reach and impact.
The record-breaking revenue for 2024 solidifies OOH’s position as a vital component of successful marketing strategies. As the UK’s largest provider of lamppost banner advertising, Bay Media is committed to providing effective, innovative, and sustainable OOH solutions for businesses of all sizes.
Bay Media is the UK’s leading provider of lamppost banner advertising, offering a range of classic out-of-home solutions. Our portfolio features eye-catching roadside displays and high-impact large-format billboards, strategically positioned in busy shopping centres.
Get in touch to see how our OOH advertising solutions can elevate your brand’s presence.