"Just last week, the UK's out-of-home advertising body, Outsmart, reported that the sector recorded growth of 4.4% for Q3, totalling almost £377m. Despite classic OOH only accounting for 33% of spend within the OOH space, its increase just about doubled that of digital, at 6.5% and 3.3% respectively, representing a significant shift in their growth trends. Now with Q4 now in full swing, many brands are going all out on their OOH campaigns as they welcome in the Christmas season, hoping to attract shoppers during their present-buying quests around town."
"Meanwhile, the industry is working on improving the medium's transparency. A couple of months ago, the Out of Home Advertising Association of America (OAAA) introduced the Programmatic OOH Transparency Pledge in collaboration with leading programmatic platforms in the ad tech industry. The pledge claims to be a "unified set of principles designed to highlight the high standards that programmatic OOH adheres to and ensure trust and clarity in every transaction". Anna Bager, the OAAA's CEO, talked us through the pledge on the MadTech Podcast last week, expanding on why transparency in the sector is so critical."
Out-of-home advertising recorded 4.4% growth in Q3, totalling almost £377m, with classic OOH rising 6.5% versus digital's 3.3%. Many brands are intensifying Q4 campaigns for the Christmas season to capture shopper activity. The industry is pursuing greater transparency through initiatives such as the Programmatic OOH Transparency Pledge, defined as a unified set of principles to ensure trust and clarity in transactions. The OAAA emphasizes transparency as critical. Market value is projected to exceed USD 26bn by 2034, driven by digital transformation enabling dynamic, real-time targeted campaigns, along with urbanisation and infrastructure development. 2026 is expected to see DOOH gain prominence.
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