Out of home (OOH) advertising spend grew by 4.5% year-on-year in 2016

Out of home (OOH) advertising spend grew by 4.5% year-on-year in 2016, according to the Advertising Association/WARC Expenditure Report – the UK’s definitive advertising statistics.

The figures represent a sixth consecutive year of growth for the sector, with further growth being forecast for this year and next.

 

The report shows that digital accounted for 38% of the £1.1bn out of home advertising market in 2016, double the share digital recorded in 2012 and a 22% rise year-on-year.

 

UK advertising expenditure as a whole grew 3.7% to reach £21.4bn, the seventh consecutive year of market growth.

 

Growth in UK adspend held steady in Q3 after the June referendum, before reaching £5.8bn in Q4 2016, a rise of 3.9% year-on-year and the highest grossing quarter on record. In real terms, after accounting for inflation, UK adspend topped its pre-recession peak for the first time during both the final quarter and for 2016 as a whole.

 

Forecasts for the next two years indicate continued growth of 2.5% in 2017 and 3.3% in 2018.

Share Share on FacebookShare on Google+Tweet about this on TwitterShare on LinkedIn
  • ‘Shoppable billboards’: DTC retailers say physical stores are driving online sales > https://t.co/Falz2Wjajq… https://t.co/yQuxP6hOWh

    19 hours ago:

  • intu adds Swedish retailer Monki to its retail mix at intu Eldon Square > https://t.co/Xf833pbsQi #malls #retail https://t.co/u5F9hPlhXB

    1 day ago:

  • RT @RetailWeek: With the new generation of shoppers armed with smartphones, appearing on-trend on social media has never mattered more to f…

    4 days ago:

  • Our #TBT to @Specsavers, who recently used key standout locations to drive footfall in-store in support of their la… https://t.co/e0uSnphSdB

    5 days ago:

  • RT @intugroup: Opening soon...our £180m transformation of @intuWaford #retail #lesiure #development Come and talk to the intu team at #Rev…

    5 days ago:

  • 🗣 "The big screen definitely caught my eye. It looks really modern, really visual” 🗣 The perfect combination… https://t.co/QM1AqO2Lk1

    6 days ago: