"In 2024, the UK OOH sector generated £1.4bn in revenue, up 7.7% year-on-year. Digital formats captured around two-thirds of spend, growing more than 10% year-on-year. Almost a third of campaigns are now traded programmatically, a figure expected to rise to more than a third within 18 months. These aren't the signs of a legacy medium; they're proof of a channel evolving faster than many marketers realize."
"One of the most important shifts in OOH has been accessibility. Historically, outdoor was reserved for brands with the budgets to commit to big campaigns months in advance. Programmatic digital OOH has blown that wide open. Today, marketers can buy impressions flexibly, test activity in specific locations, and optimize in real time. It's possible to start small, run a geo-targeted trial, and only scale once results are proven."
Out-of-home advertising has transformed from static, big-budget placements into a digital-first, data-driven medium that is flexible and increasingly measurable. Digital formats now account for around two-thirds of OOH spend, with revenue growth and rising programmatic trading indicating rapid evolution. Programmatic digital OOH enables marketers to buy impressions flexibly, run geo-targeted trials, and optimize in real time, allowing challenger brands to compete alongside household names. The shift democratizes access, reduces lead times and costly commitments, and supports scalable campaigns based on proven performance. OOH's innovation addresses fragmentation, trust, and brand safety challenges faced by other channels.
Read at The Drum
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