Outsmart, the trade body for the Out of Home (OOH) advertising industry reports OOH advertising revenues for the first quarter of 2026 total £402.6m, an increase of +12.7% compared to the same period last year.
The figures, collated by PwC, reveal that Digital OOH revenue grew +14.6% and Classic OOH grew +8.8%. Digital 48Sheets in particular grew by 21% - the highest of all digital formats. Digital’s share of revenue overall in Q2 was 68%.
The results represent two consecutive quarters of very strong growth for the OOH industry, with H1 seeing +13.7% growth vs H1 2025.
Justin Cochrane, Chair of Outsmart, comments, “Another strong quarter for Out of Home, underlining the continued confidence that brands have in the medium’s creativity, reach and effectiveness.”
Andy Lobo, Director at PwC, adds “H1 2026 has delivered strong growth for OOH spend, supported by World Cup activations. Specifically, Digital OOH has grown 15.9% in H1 this year, which is ahead of the global growth of some of the major internet advertising platforms.”
For Alight, this continued growth in OOH - particularly the strong performance of Digital 48 Sheets - is a positive sign. With digital at the heart of our network, these figures reinforce the growing demand for the formats we offer, and the role digital OOH can play in helping brands reach audiences at scale with impactful, flexible and creative advertising.
