Report Overview

UK Out of Home: opportunities and threats crowd the doorway

Out of Home (OOH) is bucking the trend in UK traditional media and continues to grow, driven by the digitisation of inventory as the paper estate recedes

Digital OOH now accounts for 50% of total OOH ad spend. Soon digitisation will slow, as much OOH inventory cannot be converted from posters to digital screens; sustained growth will require a different form of change

The industry is amidst structural shift – driven by consolidation and automation – which could be wholly positive, but a lack of cooperation between major players risks stifling innovation and the medium’s growth

Contents

UK OOH market

• OOH in the wider advertising space
• Scale of the UK market
• OOH’s transition to digital

The big four of UK OOH

• Global makes an entrance

The specialists: an unclear future

• Planning and buying metrics

Future of OOH

• Programmatic is a question of supply and demand
• Google’s ambitions
• The question of data
• The future of creative

Conclusions

List of charts/tables

Figure 1. UK OOH ad spend (£m)

Figure 2. OOH in transformation

Figure 3. UK market share by revenue, 2017

Figure 4. EBITDA of main players (£m)

Figure 5. The value chain

Figure 6. Route inventory mapping system

Figure 7. Alternative programmatic trading paths in DOOH

Figure 8. Google app ad served programmatically in London

Figure 9. Vehicle recognition at Holland Park roundabout