DOOH advertising revenue in the UK 2003-2023

In 2023, digital outdoor advertising revenue in the United Kingdom (UK) continued on its upward trajectory, reaching 841 million british pounds. A year earlier, it bounced back to the level seen before the COVID-19 pandemic hit the world. In 2019, it stood at 694 million British pounds and in 2022 at 750 million. In between, it fell to 415 million. 

Outdoor advertising is going digital

Digital out-of-home (DOOH) advertising refers to any form of digital visual advertising media found outside the home. Examples of DOHH media include digital screens and electronic billboards, which, compared to traditional out-of-home (OOH) channels, offer dynamic real-time messaging that can be controlled remotely. In 2019, OOH advertising expenditure in the UK amounted to 1.3 billion British pounds, with the digital share of the UK’s OOH advertising revenue reaching 53 percent. While spending on digital outdoor promotion dropped by almost 40 percent in 2020 as a result of the coronavirus (COVID-19) pandemic, latest market data shows a swift recovery and DOOH advertising spending growth of over 12 percent in 2023. 

DOOH trends in the UK

By going digital, companies can offer a wide array of new exciting features, including brighter colors, movement, interaction, and more advertising variation in general. One of the UK’s most well-known examples of the DOOH phenomenon is London’s Piccadilly Circus. In early 2020, roadside ads generated the highest digital outdoor advertising revenue in the UK, followed by retail and transport. While all outdoor advertising environments experienced an unprecedented drop in revenue in 2020, the number of DOOH screens in Great Britain remained relatively steady.