OOH advertising exposureOutdoor ads can be incredibly effective. One reason for this is that they are, in a way, one of the purest forms of advertising. Online ads, in contrast, are always competing with content and often even disguised as the content itself, and so the ad can easily get lost or simply be ignored by consumers as they go about their busy internet lives. Outdoor advertising, on the other hand, will stand out. Factors such as retail footfall and commuting time and modes of transport determine for how long and where consumers are actually exposed to OOH ads. With the exception of extreme cases such as the outbreak of the coronavirus in 2020, out—of-home advertising has a high exposure to potential clients. In fact, along with the loosening of the pandemic prevention measures in the United Kingdom in 2021, it is projected that the OOH locations and formats with the highest growth in exposure will be roadside, malls, and small format.
OOH advertising consumptionOnce exposed to out-of-home advertising, UK consumers tend to have positive responses. Close to 40 percent of participants of a study conducted in the region stated that they trusted billboard and poster advertising. What is more, on average some 45 percent of adults in the UK said they responded to outdoor ads in one way or another. This figure grew when considering specific groups, such as parents, Millennials, or Londoners. Among the most common response types to out-of-home ads were searching for the products, online purchases, and store visits.
OOH ad spending in the UKThese are just a few reasons why out-of-home advertising spend in the UK has been increasing so far. If it weren’t for the pandemic of 2020, the OOH market would have seen constant growth. As it is, the outdoor advertising spending in the UK experienced a significant decline in 2020, but has since been on a path to recovery, exhibiting two-digit growth rates in 2021 and 2022, at almost 29 and 32 percent, respectively. Roadside and transport remain the highest performing environments for out-of-home advertising.
The same can be said about digital out-of-home advertising in the country. DOOH ads are also expected to see growth, in this case slightly higher, reaching 34 percent in 2022. Digital out-of-home in particular is seeing larger investments by advertisers and outdoor media companies, with more and more digital advertising screens appearing in public spaces. DOOH is expected to be the driver of the entire OOH advertising in the United Kingdom, similarly to what is happening around the world.