Out-of-Home Spend Surpasses the £1bn Holy Grail

In 2014, spend in out-of-home (OOH) eventually topped a figure we have been collectively chasing for many years, £1 billion. It is no doubt a great headline for our medium, one which we can all celebrate. However, before we begin applauding, we should delve a little deeper into the statistics…

Digital will always grab the headlines. 27% of all UK OOH spend is on digital, but more importantly that means that 73% of spend is on traditional – a percentage that is always falling. In 2008, a mere 7% of all spend was on digital. This number has since grown exponentially, catapulting growth of digital revenue by 312% in just seven years. Worryingly, this also equates to a 14% slump in traditional format revenue for the same seven year period. In terms of total UK estate this is a major concern, especially as digital still only accounts for a small portion of OOH locations.

Not all is bad, and in the grand scheme of things, the state of play is healthy. OOH spend has seen a 9% rise between 2008 and 2014, culminating in the much-anticipated arrival of the £1 billion mark. The scene has never looked better – media owners continue to invest strongly, Route enables smarter and more efficient buying, and Digital offers remarkable opportunities for tactical placements that simply would not have been possible a decade ago. These developments are likely to attract greater interest from non-spenders, existing clients, and those who previously oversaw OOH as a medium.

The industry continues to claim that it is challenging other media for a greater share of the pie. If those within OOH truly wish to make a bold leap forward, it must do so by using one of its fundamental strengths – building rapid brand awareness on a large scale. Combine this with some of the medium’s core tools – reach, Route, and Digital – and we won’t be waiting too long for that next big milestone to arrive…

by James Rodham, Investment Director at Rapport

Previous News
Digital OOH Could be Where the...
Next News
Alan Brydon Assumes Chief Executive Role...
Back To News