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Consumer Staples
Out-of-home (OOH) advertising is one of the UK's fastest-growing industries, contributing significantly to the country's economy. With a revenue of £1.4 billion in 2024, this sector has shown remarkable resilience and growth, expanding by 7.7% year-on-year despite recent economic uncertainties[2][3]. However, its potential for further expansion is hindered by existing regulatory barriers. In response, Outsmart, the UK’s trade body for OOH advertising, has launched a campaign titled 'Vision for Growth', calling on the UK government to implement key reforms to unlock the sector's full potential.
Outsmart's campaign outlines several strategic recommendations aimed at fostering an environment conducive to growth and innovation within the OOH sector. These include:
These reforms are crucial for removing current barriers to growth and enhancing the sector’s ability to invest in communities, create jobs, and improve public infrastructure without additional taxpayer costs[2][5].
Out-of-home advertising not only supports economic growth but also reinvests a substantial portion of its revenue back into community infrastructure. It is reported that the sector reinvests up to 40% of its revenue into the UK economy, providing essential amenities such as bus shelters, free telephones, Wi-Fi, community messaging boards, and public defibrillators[2][3]. This reinvestment plays a pivotal role in enhancing public spaces and community well-being, making OOH advertising a valuable partner for both economic development and social improvement.
Dame Karen Bradley DBE MP, chair of the Advertising All-Party Parliamentary Group (APPG), has voiced her support for Outsmart’s campaign, emphasizing the significant contribution of OOH advertising to the UK economy[1][2]. She highlighted the industry's focus on investing in communities and creating jobs across the UK, underscoring the sector's role as a key business partner for growth.
Tim Lumb, director of Outsmart, stated, “The Out of Home advertising sector is a key driver of the UK’s economy and plays a crucial role in our public spaces. Our Vision for Growth outlines actionable steps to unlock further investment, create jobs, and strengthen communities…. By reforming business rates and simplifying planning approvals, we can remove barriers to growth, ensuring OOH not only thrives but delivers tangible benefits for the public and local authorities across the country”[2][3].
The OOH industry is also poised to benefit from technological advancements, particularly in digital out-of-home (DOOH) advertising. DOOH is expected to grow significantly in 2025, with European forecasts predicting a revenue of €3.93 billion (£3.3 billion), driven by its ability to blend physical and digital interactions seamlessly[4]. The integration of AI, real-time data analytics, and programmatic buying capabilities will enhance campaign effectiveness and audience engagement, making DOOH a vital component of omnichannel marketing strategies.
Several emerging trends are set to redefine the OOH landscape:
Outsmart’s call for reform is supported by an extensive membership base of over 55 leading companies in the OOH sector, including JCDecaux, Clear Channel, Global, and Ocean[1][3]. This unified front underscores the industry's commitment to creating a conducive environment for growth and innovation, advocating for government intervention to remove regulatory barriers and unlock the sector’s potential.
As the UK government considers Outsmart’s proposals, there is a growing recognition of the OOH sector’s potential to drive economic growth, enhance public spaces, and create jobs. With the right reforms, the industry is poised to expand significantly, contributing even more substantially to the UK economy while improving community infrastructure and social amenities. The implementation of these reforms would not only benefit the sector but also enhance the UK's public spaces, ensuring that OOH advertising remains a vital part of the country’s economic and social fabric for years to come.
Outsmart’s ‘Vision for Growth’ campaign marks an important step in addressing the challenges faced by the OOH advertising industry. By advocating for key reforms, Outsmart is urging the UK government to acknowledge the sector’s potential and remove barriers that hinder its growth. This initiative highlights the industry’s commitment to investing in communities and fostering economic development. As technology continues to shape the future of OOH advertising, the sector is well-positioned to capitalize on emerging trends and contribute even more significantly to the UK's economic landscape.
