Major UK Revenue Growth in Outdoor

Maddie Cotterill

The Outdoor Media Centre (OMC), the UK trade body for outdoor media owners this week announced that total revenues for October to December 2013 reported across ALL outdoor was GBP 277.3m, which represents growth of 7.2% year on year and is the biggest quarter’s revenue ever reported in the UK.

UK Digital revenues amounted to GBP 64.6m, up 15% and also recorded its biggest ever quarter. Digital accounted for 23% of the total.

Categories which spent significantly more in the quarter on Outdoor include retail, entertainment, travel, drink, computers, clothing and cosmetics.

The top 10 advertisers in the quarter according to Nielsen for Q3 were (in descending order) Samsung, British Sky Broadcasting , Twentieth Century Fox, Lloyds Bank, Vodafone, Warner Bros, Google, Microsoft, Talktalk and Molson Coors.

For the year as a whole, revenues were up 2.0% in 2013 and now stand on the brink of breaking the billion-pound mark, at GBP 989.6m.

Underpinning the growth has been a continued period of sustained investment by more than a dozen media owners, chiefly in new digital sites. Around GBP 50m is estimated to have been invested in the past year in sites as varied as airports, malls, railway stations, roadside, supermarkets, freestanding units in pedestrian precincts, and an ever expanding array of spectacular large format sites in Britain’s major cities.

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