UK Out-of-Home Industry Grows by 31% in 2022

The UK’s out-of-home advertising industry saw impressive growth in Q4 2022, according to a new report from Outsmart, the trade body for the industry. 

The report, which was compiled by PwC, reveals that overall out-of-home revenue for the year grew by 31% YoY to £1.2bn. Q4 2022 contributed £346m, a 3.2% increase compared to Q4 2021. 

Classic out-of-home advertising saw an even greater increase in revenue, up 33% YoY, while digital out-of-home revenues increased by 30%.

The report highlights the resilience and adaptability of the industry, which has continued to bounce back from the impact of the pandemic in 2020 and early 2021. The figures are particularly impressive given the ongoing economic challenges faced by the UK. 

Justin Cochrane, Chair of Outsmart, commented on the report, saying, “2022 was a positive year for Out-of-Home, and we now look forward to getting back to strong long-term growth, growing Out-of-Home’s share of media through collaboration and investment, helping us to enhance both the medium’s performance and accountability.”

The Outsmart report’s findings provide encouraging news for UK companies looking to use out-of-home advertising. The strong growth in revenue signals that the industry is bouncing back from the impact of the pandemic and continuing to adapt to the changing advertising landscape. 

The increase in revenue for classic out-of-home advertising in particular indicates that traditional formats like banners and roadside posters remain a relevant and effective way to reach consumers.

 As the out-of-home advertising industry continues to grow, it offers UK companies a diverse range of options for reaching their target audiences and driving business growth.

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Bay Media are a major out-of-home provider, and the largest provider of lamppost banner advertising in the United Kingdom.

Our other OOH formats include large illuminated banners in shopping centres and raised ‘6 sheet‘ posters. Get in touch if you’d like to find out more.