The latest OOH growth figures (5 December), collated by PwC for OOH trade body Outsmart, have revealed that OOH advertising revenue for the third quarter of 2023 totalled £346m, an increase of +12.9% compared to the same period last year. Digital OOH revenue grew by an even more impressive +15.6%, with its share of revenue increasing to 65%.
As the fastest-growing out-of-home media owner, we are proud to have contributed to this growth. The latest Route release on 7 December once again named Alight the UK’s number one digital billboard network for audience reach. Since the previous Route release in June 2023, Alight has increased its reach by half a million adults to more than 30m.
We are leading the market in increasing digital billboard reach nationwide, adding over 20m monthly impressions in this Route release across 17 towns. This provides advertisers with additional cover in locations including Margate, Bristol, Canterbury, Wrexham, and Spalding. Over 4m adults who see our digital billboard (D48) network each month do not see ads on any other network.
For marketers, the reasons why investment in OOH has made “a big splash” this year were unveiled in the latest Kantar Media Reactions report (September 2023). According to the research, in-person advertising, including traditional and digital OOH are among the top five most preferred ad platforms among consumers.
According to the report: “Marketers are highly receptive to DOOH ads. For both groups (marketers and consumers), digital OOH is the most innovative channel out there – especially as it takes advantage of high screen resolution and fast-developing creative technologies.”
With our recently announced expansion into digital retail media, we are excited to continue our mission to build stronger connections with communities into 2024, while bringing new audiences and data-led, flexible advertising opportunities to the market.