Digital Out-of-Home Advertising - United Kingdom

  • United Kingdom
  • Ad spending in the Digital Out-of-Home Advertising market in the United Kingdom is forecasted to reach US$1.05bn in 2024.
  • The expected annual growth rate (CAGR 2024-2029) of ad spending is 8.10%, leading to a projected market volume of US$1.55bn by 2029.
  • The largest portion of ad spending, with a projected market volume of US$4,366.00m in 2024, will be concentrated China.
  • The average ad spending per capita in the Digital Out-of-Home Advertising market is estimated to be US$15.48 in 2024.
  • The United Kingdom's Digital Out-of-Home Advertising market is seeing a shift towards interactive and mobile-integrated campaigns to enhance consumer engagement.

Key regions: Europe, United States, United Kingdom, Germany, India

Region comparison

Analyst Opinion

The Digital Out-of-Home Advertising market in United Kingdom is experiencing significant growth and development, driven by changing customer preferences and advancements in technology.

Customer preferences:
Customers in the United Kingdom are increasingly drawn to digital out-of-home advertising due to its ability to deliver dynamic and engaging content. With the rise of smartphones and other digital devices, consumers are becoming more accustomed to receiving personalized and interactive information. Digital out-of-home advertising allows brands to deliver targeted messages to the right audience at the right time, capturing their attention and driving engagement. This is particularly appealing to advertisers looking to reach a wide range of consumers in high-traffic areas such as shopping centers, airports, and transportation hubs.

Trends in the market:
One of the key trends in the digital out-of-home advertising market in the United Kingdom is the adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, enabling them to target specific audiences and optimize their campaigns in real-time. This technology has revolutionized the way advertisers reach consumers, offering greater efficiency and effectiveness. As a result, programmatic advertising is experiencing rapid growth in the United Kingdom, with more advertisers embracing this approach to maximize their advertising budgets. Another trend in the market is the integration of data and analytics. With the increasing availability of data, advertisers can now measure the effectiveness of their digital out-of-home campaigns and make data-driven decisions. By analyzing consumer behavior and engagement metrics, advertisers can optimize their campaigns, ensuring they are reaching the right audience and delivering the right message. This trend is driving the demand for data and analytics tools in the United Kingdom, as advertisers seek to gain deeper insights into the impact of their advertising efforts.

Local special circumstances:
The United Kingdom has a highly developed advertising industry, with a strong focus on creativity and innovation. This has paved the way for the growth of digital out-of-home advertising, as advertisers are eager to explore new ways to captivate and engage their target audience. The country's vibrant and diverse culture provides ample opportunities for advertisers to create compelling and memorable campaigns that resonate with consumers.

Underlying macroeconomic factors:
The digital out-of-home advertising market in the United Kingdom is also influenced by macroeconomic factors such as GDP growth, consumer spending, and technological advancements. As the economy grows and consumer confidence improves, advertisers are more willing to invest in advertising campaigns, including digital out-of-home advertising. Furthermore, advancements in technology, such as the development of high-resolution displays and interactive features, have made digital out-of-home advertising more appealing and effective. In conclusion, the Digital Out-of-Home Advertising market in United Kingdom is experiencing growth and development due to changing customer preferences, the adoption of programmatic advertising, the integration of data and analytics, the country's creative and innovative advertising industry, and underlying macroeconomic factors. As technology continues to evolve and consumer expectations shift, the digital out-of-home advertising market in the United Kingdom is poised for further expansion and innovation.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.


We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.


  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Global Comparison
  • Methodology
  • Key Market Indicators
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