OOH Industry Remains Stable in Q2 2018, with Total Revenue Up 1.5% YOY

Outsmart has announced that Out-of-Home (OOH) revenue reported for the quarter 2 of 2018 (April to June) saw the total market grow by 1.5%. The  market grew from £280 million in Q2 2017 to £284 million in Q2 2018.

According to the figures, Digital OOH saw a revenue growth of 6.4% year-on-year (YOY). Whilst the rate of growth is slower than previous quarters (17.9% in Q1), digital revenues account for a total of £134 million and represent 48% of total Q2 OOH revenue.

Revenue from Classic OOH saw a reduced YOY decline at -2.6% in Q2 2018. This compares to -3.9% (Q1 2018) and -6% (Q4 2017).

The latest Route data shows that OOH continues to have a weekly reach of 98% among UK adults. Digital OOH now reaches 62%, equivalent to 32.3 million UK adults. In today’s fragmented media landscape, OOH continues to offer unrivalled reach and cut-through as advertisers utilise classic and digital to engage consumers when they are out and about.

Justin Cochrane, Chair of Outsmart, commented:

“It is welcoming, but not surprising, to see Out of Home remain resilient at a time when other media face market challenges. Out of Home is an advertising medium that weathers economic conditions because of its enduring value. It makes brands famous, is demonstrably effective and is genuinely welcomed by consumers.”

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