The UK out-of-home (OOH) advertising market generated GBP 1,435 million in 2025, according to Outsmart, using figures compiled by PwC. The chart below covers 2010–2025 and includes both digital and classic OOH advertising. Revenue increased from GBP 880 million in 2010 to GBP 1,435 million in 2025, a rise of 63.1% over fifteen years.
Growth was interrupted by the Covid-19 pandemic: revenue fell from GBP 1,301 million in 2019 to GBP 699 million in 2020. It recovered to GBP 1,295 million in 2023, exceeded the 2019 level in 2024 and reached a new high in 2025. Outsmart reports year-on-year growth of 2.6% for 2025; this is an observed result rather than a forecast.
Digital Out of Home advertising is the growth engine of OOH-advertising in the UK
Digital out-of-home advertising has become a larger part of the UK OOH market. Outsmart reports that DOOH generated GBP 964 million in 2025, accounting for 67% of total OOH revenue, compared with 14% in 2011. The revenue chart above shows the whole OOH market; these digital figures come from the DOOH breakdown in the same Outsmart/PwC report. Digital screens allow media owners to sell multiple advertising slots and give advertisers more flexibility than a static poster. The main reasons for this are:
- Many more advertisers can show their ads in the same period of time
- Advertisers can have multiple ads created until they interact with each other
- Creative can be changed without replacing a printed poster
- Delivery logs can help verify scheduled plays; audience exposure still requires a defined measurement method.
DOOH impression share in Great Britain by media owner: end 2025
At the end of 2025, JCDecaux UK accounted for 42.28% of digital out-of-home impressions in Great Britain, followed by Global with 23.58% and Bauer Media Outdoor UK with 18.53%. Other media owners together accounted for 15.61%. The three named groups therefore represented 84.39% of digital impressions. These figures come from JCDecaux UK’s presentation of Route 57, released in December 2025.
The chart measures audience impressions, not advertising revenue or the number of screens. Route 57 uses digital inventory at 100% share of time and default creative lengths. The source groups the remaining providers together as “Others”, so it does not provide separate percentages for every smaller network. Bauer Media Outdoor is the name used following Bauer’s acquisition of Clear Channel Europe-North in 2025.
Use the 2025 revenue and audience figures in context
The revenue chart covers 2010–2025, with 2025 as the latest complete year in the Outsmart/PwC report published in February 2026. The media-owner chart is a snapshot of DOOH impression shares from Route 57, released in December 2025; it is not a full-year revenue breakdown. These measures answer different questions and should not be compared as if they were the same market-share metric. For current planning, request a recent location list, the audience methodology, proof-of-play reporting and the commercial terms used by each network.
Build a comparable network brief
Specify the audience, locations and times that matter to the campaign before requesting prices. A commuter message and a retail promotion may need different environments, even within the same city. Ask each supplier to identify the exact inventory included rather than quoting a network-wide audience total.
Record the creative duration, loop length and booked share of time. Ten seconds in a short loop is not equivalent to ten seconds shown much less frequently. Confirm whether the proposal guarantees a schedule, a volume of plays or a measured audience outcome; those commitments are not interchangeable.
Check delivery and evaluate the outcome
Agree how screen outages, rejected files and unavailable locations will be handled. Request proof-of-play at a level that lets you compare the booking with what ran. A play log confirms delivery, but does not prove that every passer-by saw or remembered the advertisement.
Plan creative for the actual viewing distance and available attention. Use a clear message and check legibility on the intended format. Avoid relying on a small code or lengthy text where people are moving quickly and cannot reasonably stop to read it.
Finally, decide how success will be assessed. Store visits, qualified enquiries and brand awareness require different evaluation plans. Where feasible, compare exposed locations or periods with a suitable reference and note other activity that may affect the result. Do not attribute every change in sales to the screens simply because the dates overlap.
Keep the final proposal, location list and reporting definitions together. This gives both sides a shared basis for checking delivery and resolving any difference between the booked campaign and the supplier’s report.
