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.”