OOH’s Record Growth Highlights Key Opportunities for Advertisers
18/02/2025 6:11 PM
The Out-of-Home (OOH) advertising sector continues to grow, reaching a record £1.4 billion in revenue in 2024, a 7.7% increase from the previous year. This surge was driven by a 10.2% rise in Digital Out-of-Home (DOOH) advertising, which now accounts for 66% of total OOH revenue. As the industry moves forward in 2025, advertisers must adapt to evolving trends, economic fluctuations, and emerging technologies to maximise their media investments.
Record Revenue and Digital Growth
The increasing reliance on DOOH demonstrates the sector’s shift toward more dynamic and targeted advertising solutions. Advertisers are leveraging digital capabilities to enhance audience engagement, providing more flexible and interactive campaigns.
OOH Revenue Breakdown 2024
Economic Challenges in Q4 and Planning for 2025
Despite strong annual performance, the final quarter of 2024 saw a 2.2% revenue decline, totaling £387.3 million. Economic uncertainty and fluctuating consumer confidence impacted ad spending, emphasizing the need for careful media planning in 2025. To maintain efficiency and ROI, brands should focus on adaptable, data-driven strategies.
Quarterly OOH Revenue 2024
Industry Outlook for 2025
With a projected 7.2% growth in 2025, OOH advertising is set to expand further, driven by key industry developments:
- Bauer Media’s Acquisition of Clear Channel Europe-North – Expanding its footprint across 12 markets, including the UK, Bauer’s acquisition signals increased consolidation and new opportunities for advertisers.
- JCDecaux’s London Expansion – A major push in premium OOH locations enhances advertiser access to high-impact spaces.
- New Audience Measurement System – The introduction of a measurement system by Route, Ipsos, and Adwanted UK will provide richer insights into campaign performance, enabling brands to optimise their media strategies.
At 23 Media Audits, we help brands navigate the complexities of OOH advertising through expert auditing and consultancy. Our approach ensures that media spend is both optimised and accountable, aligning investments with brand objectives and measurable results.
Maximising Value in an Evolving Market
As OOH advertising continues to grow, brands must remain agile, leveraging data, new measurement tools, and digital advancements. With a strategic, insights-driven approach, advertisers can make the most of their OOH investments, achieving maximum impact in 2025 and beyond.
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