Outsmart has announced that out-of-home (OOH) revenue reported for the quarter July to September 2017 was £278 million. The figures show that the market this quarter has declined by 0.8%, compared to the same period in 2016.
Digital now accounts for 45% of all OOH revenue, an increase of 8pp on Q3 in 2016. This reflects the ongoing conversion of premium classic OOH sites into digital, as well as the development of new, state-of-the-art digital inventory. Advertisers are continuing to adopt the flexible, dynamic and creative opportunities offered by digital formats, while classic remains vital for advertisers wanting to achieve reach and scale.
Justin Cochrane, Chair of Outsmart, commented:
“The Out of Home industry remains in a strong position despite a less buoyant economic context. Advertisers continue to utilise the opportunities offered by digital technology to engage people on the move in new and exciting ways.”