UK Out-of-Home Advertising Continues to Thrive in 2024

The UK’s out-of-home (OOH) advertising industry has reported impressive growth in the first quarter of 2024, according to the latest figures released by Outsmart, the trade body for the industry.

The report, compiled by PwC, reveals that overall OOH revenue for Q1 2024 reached £292m, a remarkable 16.4% increase compared to the same period last year. This strong performance demonstrates the resilience and adaptability of the OOH sector, as it continues to recover from the challenges posed by the pandemic.

Classic OOH advertising, which includes traditional formats such as banners and posters, saw a solid 6.2% year-on-year growth, highlighting the enduring effectiveness of these tried-and-true methods for reaching target audiences.

Justin Cochrane, Chair of Outsmart, commented on the report, saying, “A strong set of results for Out of Home combined with growing economic optimism is a positive outlook for all. As we move into the summer months when people get out and about more, Out of Home ensures brands engage and connect with their audiences at scale.”

The Outsmart report’s findings are encouraging for UK companies looking to leverage the power of OOH advertising. The sustained growth in revenue across the sector indicates that OOH remains a highly relevant and impactful way to reach consumers, even in an increasingly digital world.

As the UK economy continues to recover and consumer confidence grows, the OOH advertising industry is well-positioned to help businesses effectively reach their target audiences and drive growth. With its ability to engage consumers in the real world and deliver measurable results, OOH advertising is set to play a crucial role in the marketing strategies of UK companies in the months and years ahead.

The strong performance of classic OOH advertising in Q1 2024 reinforces its enduring value in today's marketing mix. At Bay Media, we remain committed to providing our clients with impactful advertising solutions that use the power of traditional formats to engage audiences effectively.

As the UK’s leading provider of lamppost banner advertising, Bay Media offers a range of out-of-home solutions, including eye-catching illuminated roadside posters and premium large-format banners in shopping centres.

Get in touch to discover how we can help you make a lasting impression.