Out-of-Home (OOH) performed strongly after growing almost four percentage points head of forecast to £273m in Q2 – a 9.6% increase year on year. This was driven by 30.5% growth in Digital OOH to almost a third of OOH spending in the first six months of the year. Growth for total OOH is forecast to grow 4.8% in 2016 and 2.4% next year.
Jason Cotterrell, UK Managing Director at Exterion Media, said:
“The industry’s ongoing investment in new digital and data-driven solutions is absolutely redefining the effectiveness of OOH campaigns – from how they are planned, through to execution across both digital and classic assets, and how they are measured.”
“The UK adspend market is showing welcome resilience, but with any uncertainty on the horizon, advertisers will be looking at how they can be confident of the best returns from digital spend across media channels. In this environment, OOH is holding its own against spend online, through social and mobile, and more traditional forms of broadcast media, such as TV.”
via Campaign Online