Outsmart, the trade body for the Out of Home (OOH) industry, has announced that Out of Home revenue reported for the quarter January to March 2019 saw the total market grow by 6.8% year-on-year from £267 million in Q1 2018 to £285 million in Q1 2019.
The report, conducted by PwC, reveals that classic Out of Home continues to grow at a faster rate than previous quarters, with growth of 3.1%, and Digital Out of Home saw growth of 10.9%, a slower growth rate compared to previous quarters (Q4 2018 16%, Q3 2018 19%). Digital’s share of total Q1 revenue was 49%, a slight decline from 53% seen in Q4 2018 in line with seasonal trends.
New data from Route demonstrates that the increased number of digital screens means digital generates 36% more impacts than it did 12 months ago. This means that over 1 billion impacts are now seen through digital out of home each week.
Justin Cochrane, Chair of Outsmart, comments that “The continued growth in Out of Home is a reflection of the trust advertisers have in the medium and its unparalleled effectiveness.”