United Kingdom OOH and DOOH Market Size
| Study Period | 2019 - 2023 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 1.22 Billion |
| Market Size (2029) | USD 2.94 Billion |
| CAGR (2024 - 2029) | 19.31 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
United Kingdom OOH and DOOH Market Analysis
The United Kingdom OOH And DOOH Market size is estimated at USD 1.22 billion in 2024, and is expected to reach USD 2.94 billion by 2029, growing at a CAGR of 19.31% during the forecast period (2024-2029).
As urban populations in the United Kingdom grow and consumer preferences shift toward digital media, OOH and DOOH platforms are emerging significantly, offering visibility and impact, thus driving market growth.
- The OOH (Out-of-Home) and DOOH (Digital Out-of-Home) market is experiencing significant growth in the United Kingdom. This surge is primarily driven by technological innovations, such as dynamic digital billboards, interactive displays, and programmatic advertising. These advancements not only enhance audience engagement but also attract a broader spectrum of advertisers. These innovations bolster targeting and engagement capabilities.
- Urbanization in the United Kingdom plays a significant role in amplifying exposure to OOH ads and the integration of data analytics that enables real-time content adjustments. Furthermore, DOOH's flexibility in displaying content and seamless integration with mobile and social media campaigns have drawn advertisers looking for innovative, impactful strategies. This synergy not only enhances the effectiveness of OOH and DOOH advertising but also fuels the growth of the market.
- In October 2023, Place Exchange, a supply-side platform (SSP) specializing in programmatic Out of Home (OOH) media, unveiled a strategic collaboration with Clear Channel. This partnership empowers direct programmatic purchasing of Clear Channel's extensive digital OOH (DOOH) inventory, notably across multiple countries, with a presence in the United Kingdom. This integration is facilitated through Clear Channel LaunchPAD. Advertisers, via Place Exchange, gain direct access to approximately 13,000 Clear Channel DOOH screens. These screens span diverse settings, from roadsides and supermarkets to malls and transit hubs.
- In October 2023, Veridooh, an adtech company, collaborated with Smart Outdoor, a digital out-of-home (DOOH) media owner, to enhance the reach of its independent verification solution for out-of-home (OOH) campaigns in the United Kingdom. Veridooh's patented technology, SmartCreative, actively tracks measures and verifies out-of-home (OOH) campaigns. This empowers brands with a granular breakdown of their campaign's delivery, ensuring a comprehensive view of its performance.
- However, DOOH advertisers face a significant challenge adapting to shifting consumer behaviors. They struggle with engaging their target audiences effectively and encounter hurdles in accurately tracking and evaluating campaign performance. This includes attributing ROI to individual DOOH campaigns and gauging their influence on consumer behavior.
United Kingdom OOH and DOOH Market Trends
Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects
- Smart city initiatives in the United Kingdom are driving growth in both the out-of-home (OOH) and digital out-of-home (DOOH) advertising markets. These initiatives are reshaping the advertising arena, ushering in advanced infrastructure like digital screens and interactive kiosks. The rise of IoT and 5G has revolutionized connectivity, empowering advertisers to roll out data-driven campaigns in real-time, making them not just pertinent but also remarkably captivating.
- Smart city advancements not only increase foot traffic but also amplify the visibility of advertisements. By emphasizing sustainability, smart cities align with the shift toward digital advertising, reducing reliance on printed materials and appealing to eco-conscious consumers. This alignment notably enhances the effectiveness and reach of both Out-of-Home (OOH) and Digital Out-of-Home (DOOH) campaigns.
- In February 2024, BT Group unveiled an NB-IoT network, aiming to catalyze the development of smart cities and industries across the United Kingdom. Leveraging EE's mobile infrastructure, the network blankets 97% of the UK's populace, utilizing EE's licensed spectrum in the 1800MHz band. NB-IoT, a low-power network, facilitates secure and reliable connections for IoT devices. This network empowers the connectivity of low-data-demand assets, like street lighting and underground water sensors, through a smart network.
- The surge in digital advertising is propelling the growth of the Out-of-Home (OOH) and Digital Out-of-Home (DOOH) markets in the United Kingdom. These markets are increasingly harnessing technology to build dynamic and captivating ad experiences. Digital billboards and screens, equipped with real-time content updates and interactive features, are proving to be highly effective in engaging audiences. Advanced data analytics enhance ad targeting and boosting relevance and impact. Digital platforms leverage their flexibility to showcase multiple ads concurrently, maximizing ad space. This innovation in digital advertising not only boosts the appeal of OOH and DOOH to advertisers but also drives market growth.
Billboard Application Segment to Hold Significant Market Share
- Digital billboards are increasingly dominating the streets of the United Kingdom, emerging as a potent platform for promoting international products, services, and goods. These billboards are not just limited to highways; they are now a common sight on main streets. Their allure stems from their agility in updating information, whether on the roadside, in shopping centers, or in sports stadiums.
- The rising adoption of digital billboards is driving growth in the Out-of-Home (OOH) and Digital Out-of-Home (DOOH) markets in the United Kingdom. With their dynamic, real-time content, these billboards are revolutionizing audience engagement through vivid displays. Advertisers capitalize on this strategy by promptly adjusting messages, integrating dynamic graphics, and tailoring ads using real-time data, such as local events and the time of day. Digital billboards, known for their adaptability, not only amplify the effectiveness and reach of campaigns but also provide crucial analytics. These insights empower advertisers to build more targeted and efficient strategies.
- Digital billboards leverage advanced data analytics, enabling advertisers to precisely measure ad performance. They can track key metrics like impressions and engagement, leading to more accurate ROI assessments and better ad spend optimization. Moreover, these billboards seamlessly sync with mobile and social media, amplifying campaign reach through a cohesive multi-channel strategy. Furthermore, as environmental concerns rise, the appeal of digital billboards is bolstered by their adoption of energy-efficient technologies and sustainable practices. Concurrently, with the advancement of urbanization and smart city projects, the placement of digital billboards in key, high-traffic zones surges, propelling the growth of the OOH and DOOH market.
- In June 2024, Wildstone, an owner of outdoor media infrastructure in the United Kingdom and Europe, acquired the Berlin Videowall, an OOH advertising site in Germany. Situated at the former 5-star Swissôtel, at a prime location on Berlin's Kurfürstendamm, this 104 sq. meter digital billboard boasts 3D features and operates round the clock, capturing the attention of more than 181,000 viewers daily.
- In August 2023, Wildstone, in collaboration with Salford City Council, spearheaded the development of four advanced digital billboard sites. These sites, overseen by 75Media, promise to not only yield substantial annual rentals for the council but also grant them complimentary access to the latest digital screen technology. The partnership aids Salford City Council in generating crucial local income but also facilitating effective communication with its residents.
United Kingdom OOH and DOOH Industry Overview
The United Kingdom OOH and DOOH market is moderately competitive due to the presence of significant players like Clear Channel UK, 75Media, and JCDecaux UK. Market players are enhancing their portfolios and seeking enduring competitive advantages through strategic partnerships and product launches.
- June 2024: Elevision, a provider of Digital Out-of-Home (DOOH) media solutions, officially launched its operations in the United Kingdom. For the first time in the United Kingdom, the Dubai-based company is set to introduce digital advertising screens in residential property elevators. Elevision has installed its digital screens in 63 buildings and has signed contracts for an additional 30 installations. The digital screen provider also plans to expand its reach in a phased manner, starting with a primary focus on London, followed by a gradual expansion into other cities across the nation.
- April 2024: Magnum introduced a new 3D OOH billboard in iconic locations throughout the United Kingdom, involving Piccadilly Lights. MullenLowe has built the UK's most extensive 3D OOH campaign, spanning 324 locations. These include prominent spots like London's Piccadilly Lights, Birmingham's New Street, Manchester's Printworks, and Liverpool's Media Wall.
United Kingdom OOH and DOOH Market Leaders
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JCDecaux UK
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Clear Channel UK
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Ocean Outdoor UK Ltd
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75Media
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Smart Outdoor
*Disclaimer: Major Players sorted in no particular order
United Kingdom OOH and DOOH Market News
- June 2024: Wavemaker UK, Global, and DOOH.com teamed up to launch a 3D programmatic digital out-of-home (DOOH) advertising campaign. This campaign is designed to introduce Volvic's new Touch of Fruit Sparkling range. For the next seven weeks, commuters and passers-by at Kings Cross and Waterloo London Underground stations will be treated to the sight of Touch of Fruit Sparkling 3D cans popping out from digital screens.
- January 2024: Leeds' 75Media, a player in the OOH media sector, successfully completed the acquisition of London-based iQ OOH. With this acquisition, 75Media would integrate iQ OOH's 81 digital panels into its existing lineup. This move significantly bolsters 75Media's national presence, elevating its site count to over 500 locations. This expanded portfolio now includes more than 200 digital billboards and 300 large-format classic billboards.
United Kingdom OOH and DOOH Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview
4.2 Industry Attractiveness - Porter's Five Forces Analysis
4.2.1 Bargaining Power of Suppliers
4.2.2 Bargaining Power of Consumers
4.2.3 Threat of New Entrants
4.2.4 Competitive Rivalry within the Industry
4.2.5 Threat of Substitutes
4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects
5.1.2 Increase in Air Traffic owing to Growth in the Tourism Industry has aided the spending on Airport Advertisement in the United States
5.2 Market Restraints
5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost and Market Fragmentation
5.3 Market Opportunities
5.4 Industry Regulatory Landscape and Policy Developments
5.5 Key Technological Innovations
5.5.1 Innovations to assess Audience Measurement and Analytics
5.5.2 Indication on Available Units (Spaces) in the Region (Based on Availability)
5.5.3 Likeliness of Audience Engagement through Online Channels after being Exposed to OOH Ads (Based on Availability)
5.5.4 Use of Digital Signage Screens for Advertisement in the Region
5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
5.7 Overall Positioning of OOH and DOOH Spending amongst other Advertisement Formats in the Country
6. MARKET SEGMENTATION
6.1 By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
6.1.1 Static (Traditional) OOH
6.1.2 Digital OOH (LED Screens)
6.1.2.1 Programmatic OOH
6.1.2.2 Other Types
6.2 By Application (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
6.2.1 Billboard
6.2.2 Transportation (Transit)
6.2.2.1 Airports
6.2.2.2 Other Applications (Buses, etc.)
6.2.3 Street Furniture
6.2.4 Other Place-based Media
6.3 By End-user Industry (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
6.3.1 Automotive
6.3.2 Retail and Consumer Goods
6.3.3 Healthcare
6.3.4 BFSI
6.3.5 Other End Users
7. COMPETITIVE LANDSCAPE
7.1 Company Profiles*
7.1.1 JCDecaux UK
7.1.2 Clear Channel UK
7.1.3 Ocean Outdoor UK Ltd
7.1.4 75Media
7.1.5 Smart Outdoor
7.1.6 Ocast AB
7.1.7 Engage Outdoor Media
7.1.8 TMH Media
7.1.9 Elevision
7.1.10 One Day Agency
8. FUTURE OUTLOOK
United Kingdom OOH and DOOH Industry Segmentation
The study tracks advertising spending in various Out-of-Home (OOH) formats, including billboards (including city-light boards), street furniture (like city-light posters), transit and transportation (ads on or in public transport), and place-based media (located at the point of sale). It focuses on both digital and static ads, indoors and outdoors, covering spots like malls, airports, streets, and transit hubs. Notably, the study excludes agency commission costs and production expenses from its scope.
The market is segmented by application and end-user industry. The study analyzes key market metrics, pinpoint growth drivers, and assess leading industry players. The insights underpin global market estimates and growth rates for the forecast period.
The United Kingdom OOH and DOOH market is segmented by type (static [traditional] OOH, digital OOH [LED Screens]), by application (billboard, transportation (transit), street furniture, other place-based media), and by end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | ||||
| Static (Traditional) OOH | ||||
|
| By Application (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | ||||
| Billboard | ||||
| ||||
| Street Furniture | ||||
| Other Place-based Media |
| By End-user Industry (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | |
| Automotive | |
| Retail and Consumer Goods | |
| Healthcare | |
| BFSI | |
| Other End Users |
United Kingdom OOH and DOOH Market Research FAQs
How big is the United Kingdom OOH And DOOH Market?
The United Kingdom OOH And DOOH Market size is expected to reach USD 1.22 billion in 2024 and grow at a CAGR of 19.31% to reach USD 2.94 billion by 2029.
What is the current United Kingdom OOH And DOOH Market size?
In 2024, the United Kingdom OOH And DOOH Market size is expected to reach USD 1.22 billion.
Who are the key players in United Kingdom OOH And DOOH Market?
JCDecaux UK, Clear Channel UK, Ocean Outdoor UK Ltd, 75Media and Smart Outdoor are the major companies operating in the United Kingdom OOH And DOOH Market.
What years does this United Kingdom OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the United Kingdom OOH And DOOH Market size was estimated at USD 0.98 billion. The report covers the United Kingdom OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the United Kingdom OOH And DOOH Market size for years: .
United Kingdom OOH and DOOH Industry Report
Statistics for the 2024 United Kingdom OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. United Kingdom OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
United Kingdom OOH and DOOH Market Report Snapshots
