OOH grows 4.3% in Q4

OOH advertising grows 4.3% in Q4 with DOOH accounting for 50% of total revenue.

Outsmart, the trade body for the Out of Home industry has announced that Out of Home revenue reported for the quarter October to December 2017 saw the total market grow by 4.3% from £318 million in Q4 2016 to £332 million in Q4 2017.

The strong Q4 contributed towards annual Out of Home revenue of £1.14 million, up 1.5% from 2016.

Digital had a significant quarter of growth with an increase of 17.4% in Q4. In an industry first, Digital Out of Home accounted for 50% of total Out of Home revenue, compared to 44% in Q4 2016. This reflects our continued investment in the expansion of Boomerang’s digital inventory as well as conversion of Classic sites.

Reflecting the increase in revenues, major mall campaigns with the likes of Ed Sheeran, Taylor Swift & Sam Smith drove a very successful Q4 for us, resulting in 5 music campaigns landing a #1 UK album

Figures from the latest Route release (R25) highlight the growing influence of Digital OOH, which now reaches over half the Great British population each week and offers 92% reach in London.

With Digital enhancements at scale and audience growth, the medium as a whole is increasingly effective. A recent study commissioned by Rapport, in partnership with the IPA, measured the business impacts of both Classic and Digital Out of Home. The results revealed that advertisers spending 15%+ of their budgets on the medium receive a boost of over one-third in market share and a 20% increase in profit growth.

Benefits of Boomerang digital advertising:

  • Eye-catching HD LED screens, offering stand-out & cut-through
  • Located in high traffic areas, allowing multiple exposure & frequency build
  • Full motion dynamic content, can be uploaded & live within 30 minutes
  • In-venue content acts as an editorial thread, ensuring the displays are regularly referenced by your target audience

Please get in touch to find out more about our digital out of home opportunities, our team would love to hear from you!

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