Out-of-Home Advertising - United Kingdom

  • United Kingdom
  • Ad spending in the Out-of-Home Advertising market in the United Kingdom is forecasted to reach US$1.52bn in 2024.
  • The largest market within Out-of-Home Advertising market is Digital Out-of-Home Advertising, with a market volume of US$1.05bn in 2024.
  • When compared globally, the highest ad spending is expected to come from United States (US$9,344.00m in 2024).
  • The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$22.33 in 2024.
  • Amidst digital advancements, the United Kingdom's Out-of-Home Advertising market is embracing innovative tech solutions to engage consumers effectively in urban landscapes.

Key regions: France, India, United Kingdom, Australia, China

Region comparison

Analyst Opinion

The Out-of-Home Advertising market in United Kingdom has been experiencing significant growth in recent years.

Customer preferences:
One of the main reasons for this growth is the changing preferences of customers. With the rise of digital technology, consumers are spending more time outside their homes and are constantly exposed to outdoor advertising. This has led to an increased demand for Out-of-Home Advertising as companies try to reach their target audience in a more effective and engaging way.

Trends in the market:
There are several key trends that are shaping the Out-of-Home Advertising market in United Kingdom. Firstly, there has been a shift towards digital Out-of-Home Advertising, with traditional billboards being replaced by digital screens that can display dynamic and interactive content. This allows advertisers to create more engaging and targeted campaigns, leading to a higher return on investment. Another trend is the integration of mobile technology with Out-of-Home Advertising. Many outdoor advertising campaigns now incorporate QR codes or NFC technology, allowing consumers to interact with the advertisement using their smartphones. This not only provides a more immersive experience for the consumer, but also allows advertisers to track the effectiveness of their campaigns and gather valuable data.

Local special circumstances:
The United Kingdom has a highly urbanized population, with a large number of people living in cities. This makes Out-of-Home Advertising an effective way to reach a wide audience. Additionally, the United Kingdom has a strong tourism industry, with millions of visitors coming to the country each year. This presents a unique opportunity for advertisers to target both local residents and tourists with their campaigns.

Underlying macroeconomic factors:
The Out-of-Home Advertising market in United Kingdom is also influenced by macroeconomic factors. The country has a stable economy and a high level of consumer spending, which creates a favorable environment for advertising. Additionally, the United Kingdom has a well-developed infrastructure, with a large number of highways, public transportation systems, and shopping centers. This provides ample opportunities for advertisers to display their campaigns in high-traffic areas. In conclusion, the Out-of-Home Advertising market in United Kingdom is experiencing growth due to changing customer preferences, the adoption of digital technology, and the integration of mobile technology. The country's urbanized population, strong tourism industry, stable economy, and well-developed infrastructure are also contributing factors to the growth of the market.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

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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