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25/02/2020 - Views

OOH spend continues to rise, boosted by digital OOH

Outsmart recently announced the final figures for 2019, showing annual OOH revenue in the UK, was up 7.6% from 2018 at £1.3 billion. The last quarter of 2019 was also the most successful, with 23% increase on Q3 2019 and 15% increase compared to Q4 2018. 

Boosted by strong media owner investment over 2019, the industry as a whole has continued to grow and transform the sector, creating an ever more advanced approach to the medium providing advertisers with limitless creative opportunity backed by data and evidence of return on investment.  

Digital OOH in particular performed well in Q4 2019 with significant growth of 14.8% (year on year), accounting for a whopping 58% of total Q4 OOH revenue. Over the course of the year DOOH had its strongest year yet accounting for 53% of OOH spend, up 3% on 2018.  

This sustained increasing spend in OOH demonstrates the power of this broadcast medium, and its ability to continually stand out in a fragmented market. Coupled with the advances in AdTech, not only for providing optimised plans that accurately identify target audiences, but also measure impact and effect, OOH will continue to be a vital medium for advertisers.  

Going into 2020, we expect to see the rise in digital OOH to continue, driven by both advertiser demand and media owner investment. The endless possibilities for targeted cross-channel integration made possible by digital OOHis helping advertisers to plan smarter campaigns with greater evidence and effectiveness at their disposal 

At Talon we have found that combining multiple and full-motion formats can help to double OOH effectiveness. Integrating this power with other mediums such as TV, social and digital channels, through scalable content opportunities opens a new world of possibilitiesAs the reach of digital OOH grows, so can the stronger support for other mediums creating a more effective advertising ecosystem. 

For clients the continuing efficiencies driven by a strong programme of investment in the medium and widespread adoption of technology has enabled smarter, more creative campaigns.