Out of Home continues to grow in Q1
Q1 posts strong growth for Out of Home, especially digital formats
A recent study by Outsmart, the trade body for the Out of Home (OOH) industry has shown continual growth for for Q1 2018. Total market revenue reported for the quarter January to March 2018 has grown by an impressive 5.3%, from £253 million in Q1 2017 to £267 million in 2018.
The figures, collated by PwC, reflect another good quarter for Digital Out of Home, with a 17.9% revenue increase year on year, resulting in a total of £126 million and representing 47% of total Q4 Out of Home revenue. This is coupled with a reduced rate of decline in Classic Out of Home, at just -3.9% vs. -6% in Q4 2017.
Data released from Route show that audiences for both Digital and Classic Out of Home advertising have grown in the last 12 months in terms of the impacts being delivered. Total impacts from digital screens have increased by 23%, whereas those from posters are up 7% in the last 12 months.
The continued investment now means a more widespread distribution of digital screens. As a result, advertisers can now achieve 60% weekly cover of adults aged 15+ in Great Britain using digital screens – an increase of 34% since Q1 2017.
“This is a great start to the year and shows both Classic and Digital Out of Home continues to offer the trust and creative flexibility that advertisers demand.”
Justin Cochrane, Chair of Outsmart
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