Claim: digital out-of-home outstrips online in UK
Digital out-of-home is now the fastest-growing advertising medium in Britain, according to new figures from the Outdoor Advertising Association (OAA).
In the third quarter, digital out-of-home revenue increased 48 percent year-on-year, the body says – an even steeper growth rate than online’s. Its profile has been sharply raised by recent deployments such as a range of CBS Outdoor digital formats on the London Underground (pictured) and the extensive JCDecaux network at Heathrow Terminal 5.
However, overall outdoor revenue dropped 5.8 percent year-on-year to £227.4m ($338m), losing ground for the fourth quarter in a row.
During the third quarter, digital accounted for seven percent of total outdoor revenue, or some £16m ($23.8m). That share was up from 4.6 percent in the same quarter last year.
For outdoor as a whole, the finance, business and industrial, and travel and transport categories showed growth. But automotive, telecoms, entertainment and media, and retail advertising all declined.
www.oaa.org.uk
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