Try our corporate solution for free!
(212) 419-8294
vianny.gutierrez-cruz@statista.com

Out-of-home advertising in the United Kingdom (UK) - statistics & facts

Out-of-home (OOH) advertising is, put simply, advertising that reaches people while they are in public places. In the United Kingdom, OOH advertising can be seen on roadside billboards, digital screens in shopping malls, and on bus shelters, as well as on the sides of buses. These are just a few examples; advertisers are always searching for new ways to reach consumers with one of the oldest forms of advertising that exists.

OOH advertising exposure

Outdoor 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 consumption

Once 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 country 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 UK

These are just a couple of 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 it is forecast to recover, with growth rate surpassing 36 percent in 2021. Transport and roadside should 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 much higher, reaching 52 percent in 2021. 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.



Key figures

The most important key figures provide you with a compact summary of the topic of "Out-of-home advertising UK" and take you straight to the corresponding statistics.

OOH advertising exposure

DOOH market

Interesting statistics

In the following 4 chapters, you will quickly find the 27 most important statistics relating to "Out-of-home advertising UK".

Out-of-home advertising in the United Kingdom (UK)

Dossier on the topic

All important statistics are prepared by our experts – available for direct download as PPT & PDF!
TOP SELLER

Out-of-home advertising in the United Kingdom (UK) - statistics & facts

Out-of-home (OOH) advertising is, put simply, advertising that reaches people while they are in public places. In the United Kingdom, OOH advertising can be seen on roadside billboards, digital screens in shopping malls, and on bus shelters, as well as on the sides of buses. These are just a few examples; advertisers are always searching for new ways to reach consumers with one of the oldest forms of advertising that exists.

OOH advertising exposure

Outdoor 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 consumption

Once 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 country 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 UK

These are just a couple of 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 it is forecast to recover, with growth rate surpassing 36 percent in 2021. Transport and roadside should 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 much higher, reaching 52 percent in 2021. 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.



Interesting statistics

In the following 4 chapters, you will quickly find the 27 most important statistics relating to "Out-of-home advertising UK".

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Vianny Gutierrez-Cruz
Vianny Gutierrez-Cruz
Sales Manager– Contact (United States)

Mon - Fri, 9am - 6pm (EST)

Contact Ziyan Zhang
Ziyan Zhang
Customer Relations– Contact (Asia)

Mon - Fri, 11:30am - 10pm (IST)

Contact Kisara Mizuno
Kisara Mizuno
Customer Success Manager– Contact (Asia)

Mon - Fri, 9:30am - 5:30pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Associate Director - LAC– Contact (Latin America)

Mon - Fri, 9am - 6pm (EST)