It was another strong year for the UK Out of Home industry with GBP 1.3bn advertising spend in 2019.
Outsmart, the trade body for the UK OOH industry announced last week that Out of Home revenue for the fourth quarter of 2019 saw growth of +4.9% from GBP 358 million in Q4 2018 to GBP 376 million in Q4 2019.
Justin Cochrane, Chair of Outsmart, told us “Another strong year for Out of Home. These fantastic results reflect the myriad opportunities the medium offers to brands. Taken together with the investment in new gold-standard measurement, Out of Home delivers trust, accountability and effectiveness.”
The figures, collated by PwC, show that the strong Q4 contributed towards annual Out of Home revenue of GBP 1,301 million, up +7.6% from 2018, and greater than 2017-2018 growth, which was 5.7%.
Probably, not surprisingly, Digital Out of Home had another quarter of significant growth with an increase of +14.8% and accounted for 58% of total Q4 Out of Home revenue, its highest ever share.
Over the year, DOOH accounted for 53% of total Out of Home revenue. Classic Out of Home revenues declined with -6.4% on the quarter but was stable on the year at 0.1%.
Note that in March 2020, Route, the audience measurement currency for Out of Home advertising is changing. It will introduce spot level ratings for the medium. This world-first will incorporate an improved means to understand audiences in a more granular way than ever before. The new data will offer advertisers full flexibility in appraising audiences for any campaign size, from a single ad on a single screen to a large national campaign. Out of home audiences will be available for every 15 minute period across the week and will vary according to the month scheduled.