United Kingdom OOH And DOOH - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2023)

Key Highlights

• The OOH (Out-of-Home) and DOOH (Digital Out-of-Home) market is experiencing significant growth in the United Kingdom. This surge is primarily driven by technological innovations, such as dynamic digital billboards, interactive displays, and programmatic advertising. These advancements not only enhance audience engagement but also attract a broader spectrum of advertisers. These innovations bolster targeting and engagement capabilities.
• Urbanization in the United Kingdom plays a significant role in amplifying exposure to OOH ads and the integration of data analytics that enables real-time content adjustments. Furthermore, DOOH's flexibility in displaying content and seamless integration with mobile and social media campaigns have drawn advertisers looking for innovative, impactful strategies. This synergy not only enhances the effectiveness of OOH and DOOH advertising but also fuels the growth of the market.
• In October 2023, Place Exchange, a supply-side platform (SSP) specializing in programmatic Out of Home (OOH) media, unveiled a strategic collaboration with Clear Channel. This partnership empowers direct programmatic purchasing of Clear Channel's extensive digital OOH (DOOH) inventory, notably across multiple countries, with a presence in the United Kingdom. This integration is facilitated through Clear Channel LaunchPAD. Advertisers, via Place Exchange, gain direct access to approximately 13,000 Clear Channel DOOH screens. These screens span diverse settings, from roadsides and supermarkets to malls and transit hubs.
• In October 2023, Veridooh, an adtech company, collaborated with Smart Outdoor, a digital out-of-home (DOOH) media owner, to enhance the reach of its independent verification solution for out-of-home (OOH) campaigns in the United Kingdom. Veridooh's patented technology, SmartCreative, actively tracks measures and verifies out-of-home (OOH) campaigns. This empowers brands with a granular breakdown of their campaign's delivery, ensuring a comprehensive view of its performance.
• However, DOOH advertisers face a significant challenge adapting to shifting consumer behaviors. They struggle with engaging their target audiences effectively and encounter hurdles in accurately tracking and evaluating campaign performance. This includes attributing ROI to individual DOOH campaigns and gauging their influence on consumer behavior.

United Kingdom OOH and DOOH Market Trends

Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects

• Smart city initiatives in the United Kingdom are driving growth in both the out-of-home (OOH) and digital out-of-home (DOOH) advertising markets. These initiatives are reshaping the advertising arena, ushering in advanced infrastructure like digital screens and interactive kiosks. The rise of IoT and 5G has revolutionized connectivity, empowering advertisers to roll out data-driven campaigns in real-time, making them not just pertinent but also remarkably captivating.
• Smart city advancements not only increase foot traffic but also amplify the visibility of advertisements. By emphasizing sustainability, smart cities align with the shift toward digital advertising, reducing reliance on printed materials and appealing to eco-conscious consumers. This alignment notably enhances the effectiveness and reach of both Out-of-Home (OOH) and Digital Out-of-Home (DOOH) campaigns.
• In February 2024, BT Group unveiled an NB-IoT network, aiming to catalyze the development of smart cities and industries across the United Kingdom. Leveraging EE's mobile infrastructure, the network blankets 97% of the UK's populace, utilizing EE's licensed spectrum in the 1800MHz band. NB-IoT, a low-power network, facilitates secure and reliable connections for IoT devices. This network empowers the connectivity of low-data-demand assets, like street lighting and underground water sensors, through a smart network.
• The surge in digital advertising is propelling the growth of the Out-of-Home (OOH) and Digital Out-of-Home (DOOH) markets in the United Kingdom. These markets are increasingly harnessing technology to build dynamic and captivating ad experiences. Digital billboards and screens, equipped with real-time content updates and interactive features, are proving to be highly effective in engaging audiences. Advanced data analytics enhance ad targeting and boosting relevance and impact. Digital platforms leverage their flexibility to showcase multiple ads concurrently, maximizing ad space. This innovation in digital advertising not only boosts the appeal of OOH and DOOH to advertisers but also drives market growth.

Billboard Application Segment to Hold Significant Market Share

• Digital billboards are increasingly dominating the streets of the United Kingdom, emerging as a potent platform for promoting international products, services, and goods. These billboards are not just limited to highways; they are now a common sight on main streets. Their allure stems from their agility in updating information, whether on the roadside, in shopping centers, or in sports stadiums.
• The rising adoption of digital billboards is driving growth in the Out-of-Home (OOH) and Digital Out-of-Home (DOOH) markets in the United Kingdom. With their dynamic, real-time content, these billboards are revolutionizing audience engagement through vivid displays. Advertisers capitalize on this strategy by promptly adjusting messages, integrating dynamic graphics, and tailoring ads using real-time data, such as local events and the time of day. Digital billboards, known for their adaptability, not only amplify the effectiveness and reach of campaigns but also provide crucial analytics. These insights empower advertisers to build more targeted and efficient strategies.
• Digital billboards leverage advanced data analytics, enabling advertisers to precisely measure ad performance. They can track key metrics like impressions and engagement, leading to more accurate ROI assessments and better ad spend optimization. Moreover, these billboards seamlessly sync with mobile and social media, amplifying campaign reach through a cohesive multi-channel strategy. Furthermore, as environmental concerns rise, the appeal of digital billboards is bolstered by their adoption of energy-efficient technologies and sustainable practices. Concurrently, with the advancement of urbanization and smart city projects, the placement of digital billboards in key, high-traffic zones surges, propelling the growth of the OOH and DOOH market.
• In June 2024, Wildstone, an owner of outdoor media infrastructure in the United Kingdom and Europe, acquired the Berlin Videowall, an OOH advertising site in Germany. Situated at the former 5-star Swissôtel, at a prime location on Berlin's Kurfürstendamm, this 104 sq. meter digital billboard boasts 3D features and operates round the clock, capturing the attention of more than 181,000 viewers daily.
• In August 2023, Wildstone, in collaboration with Salford City Council, spearheaded the development of four advanced digital billboard sites. These sites, overseen by 75Media, promise to not only yield substantial annual rentals for the council but also grant them complimentary access to the latest digital screen technology. The partnership aids Salford City Council in generating crucial local income but also facilitating effective communication with its residents.

United Kingdom OOH and DOOH Industry Overview

• June 2024: Elevision, a provider of Digital Out-of-Home (DOOH) media solutions, officially launched its operations in the United Kingdom. For the first time in the United Kingdom, the Dubai-based company is set to introduce digital advertising screens in residential property elevators. Elevision has installed its digital screens in 63 buildings and has signed contracts for an additional 30 installations. The digital screen provider also plans to expand its reach in a phased manner, starting with a primary focus on London, followed by a gradual expansion into other cities across the nation.
• April 2024: Magnum introduced a new 3D OOH billboard in iconic locations throughout the United Kingdom, involving Piccadilly Lights. MullenLowe has built the UK's most extensive 3D OOH campaign, spanning 324 locations. These include prominent spots like London's Piccadilly Lights, Birmingham's New Street, Manchester's Printworks, and Liverpool's Media Wall.

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