OOH was the channel most deeply impacted by the Pandemic but latest revenue figures show how well the market has picked up in the last year. Revenue has seen 13% growth in Q3 YoY with a total of £306m reported versus £270m. Interestingly these figures were similar across both Digital and Classic OOH. Looking at trends, Q4, which is traditionally the biggest quarter, could well be on par or even above the 2019 record levels.
Digital share has remained steady at 64% YoY and remains significantly higher than the 53% that we were seeing in 2019. Unsurprisingly, the growth in digital is reflected through its flexibility, targeting, programmatic capabilities and the influx of new advertisers.
As well as new advertisers trying out the vast number of OOH solutions, new sites continue to be launched, again a reassuring move and development for the market. Global recently launched a new large-format portrait digital screen at Leicester Square and new premium sites have also been unveiled in Hull, Newcastle, Edinburgh and Glasgow. Clear Channel, Freshwave, Virgin Media and O2 have also introduced 4G connected bus shelters to the London Borough of Tower Hamlets. JCDecaux UK have expanded its life-saving defibrillator digital street furniture presence into two new cities – Liverpool and Nottingham, not to mention a new Transvision at London Bridge Station. KBH have even announced plans to launch Digital TCPs on Northern Rail in the near future!
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