OOH Reports Strong Growth of 8.1% in Q4 2018, Full 2018 Growth Hits 5.7%

Outsmart has announced that Out-of-Home (OOH) revenue reported for the October to December 2018 period saw the total market grow by 8.1% YOY from £332 million in 2017 to £358 million in Q4 2018. Digital accounted for 53% of total OOH revenue, while Classic OOH revenues grew 0.4% in the final quarter of 2018.

The strong quarter contributed to the total annual revenue of £1,209 million, which rose by 5.7% from 2017. Digital OOH saw a significant quarter of growth with an increase of 15.8% in Q4 2018.

New data from Route highlights the availability of digital inventory is growing across the UK. In both Bristol and Liverpool digital inventory has grown by 25% and 43% respectively in the last three months, meaning advertisers can achieve 68% cover of Bristol and 73% cover of Liverpool on a weekly basis.

Justin Cochrane, Chair of Outsmart, commented:

“Although economic and political uncertainty remains, the strong growth in OOH highlights its status as a trusted medium and one which advertisers are using ever-more creatively to deliver results.”

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