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The battered-out of-home (OOH) sector has enjoyed a powerful bounce back in the second quarter with year-on-year growth of 277% as society emerges from its collective bunker.

The triple-digit expansion between April and June was recorded by trade body Outsmart and PwC, the best quarterly performance ever recorded, drawing in total revenues of £198m to ease some of the pain from a difficult first quarter.

What does the new data tell us?

  • The UK Out of Home Revenue report recorded increases across the board with both traditional and digital OOH revenues increasing 339% and 247% respectively. As a consequence, digital’s share of total revenue stands at 63%, significantly above its pre-pandemic level of 53%.

  • Outsmart and PwC expressed a broad expectation that the recent recovery will continue through the autumn.

  • Reacting to the findings Alistair MacCallum, CEO UK, Kinetic Worldwide said: “These figures are testament to the transformation seen across the industry to make OOH smarter, faster, and more adaptive throughout COVID, and its unique ability to publicly and inclusively, reach and engage audiences at scale.

  • “With the UK returning to ‘real life’ in large numbers, there's every reason to be hugely optimistic as both classical and digital OOH return to the sustained growth path we were seeing in the years before the pandemic.”

  • 2021 is shaping up to end with a bang with the Advertising Association/WARC forecasting total UK advertising spend to grow 18.2% this year and OOH predicted to grow 29.3%.