Outsmart announced this month that the total revenue reported across all out-of-home (OOH) advertising for 2016 was £1.1 billion. The quarter September to December generated £316 million, up by 2% year on year and the highest quarterly total ever recorded.
2016 proved to be a year of substantial growth for the medium, with total revenue up by 4.6% year on year. Digital OOH revenues, in particular, amounted to £418 million for the year, growing by a significant 26% on 2015. Digital accounted for 38% of all OOH revenue, an increase of 6 percentage points on last year.
Justin Cochrane, Chair of Outsmart, commented:
“2016 marked a year of strong growth for Out of Home, which will undoubtedly carry on in 2017 as the industry continues to invest in digital while building on the strong foundations of classic Out of Home.”
A breakdown of all previous revenues for the OOH industry can be found on the Outsmart website.