Outsmart, the trade body for the UK Out of Home advertising industry has announced that Out of Home revenue for the first quarter of 2022 saw growth of +146% year on year with total revenues of £238m vs. £97m in Q1 2021.
Justin Cochrane, Chair of Outsmart comments, “Out of Home audiences are well and truly back and brands are using its unique and dynamic canvas to resonate with the public at large”.
The figures, collated by PwC, show that growth continued despite lingering COVID restrictions that were present throughout January in England, and beyond for the devolved nations.
Digital Out of Home had another quarter of significant growth with an increase of +143% and
has returned to pre-pandemic spend levels (103% vs Q1 2019), taking 60% of total Q1 2022 Out of Home revenue. Classic Out of Home revenues increased too with +151% year on year growth.
Looking ahead, AA/WARC forecast a 31.5% increase in OOH spend in 2022 versus a total advertising spend growth of 10.7%. Industry sources show audiences and time-spent in public spaces continue to increase across all environments as summer gets into full swing.