OOH advertising in the UK market: an overview

Introduction

The UK Out-of-Home (OOH) advertising market is one of the most dynamic and innovative in the world, offering brands unparalleled opportunities to connect with diverse audiences. To explore the market’s potential, we spoke with Su Ozbek, Global OOH Senior Account Manager at billups, and Rhys Richards, UK Account Manager at billups, who shared their insights into the trends, opportunities, and creative possibilities that make the UK OOH space so unique.

From iconic landmarks like Piccadilly Lights to the bustling London Underground, the UK’s OOH landscape is rich with opportunities for brands in industries like entertainment, FMCG, retail, and tech. With Digital Out-of-Home (DOOH) taking center stage, the market is evolving rapidly, offering brands new ways to engage audiences and measure impact.

Key takeaways

• The UK OOH market is highly digitalized, with DOOH accounting for 65% of revenue.
• London dominates the OOH landscape, with half of the 450,000 OOH panels in the UK located in the capital.
• Iconic London locations like Piccadilly Lights, the Kensington Billboard, and the London Underground offer high-impact opportunities for advertisers.
• The UK’s diverse audience allows for culturally inclusive campaigns, with opportunities to create dynamic, data-driven, and interactive content.
• Digitalization and automation are transforming OOH, making planning and buying more efficient while enabling greater creativity and flexibility.

Table of contents

1. The UK OOH advertising landscape
2. Audience profiles and demographics
3. London demographics: city center vs suburbs
4. Iconic London locations: where OOH shines
5. Why OOH works for entertainment, FMCG, retail, and tech
6. The rise of digital and programmatic OOH
7. Conclusion

The UK OOH advertising landscape

The UK boasts one of the most advanced OOH advertising markets globally, with a strong focus on digitalization. According to Richards, “There are around 450,000 out-of-home panels in England, Wales, and Scotland, with roughly half of them located in London.” This density highlights the capital’s dominance as the epicenter of OOH activity.

The market can be segmented into tiers:

• Tier 1 cities: London, Manchester, Birmingham, and Glasgow, urban hubs with dense populations and diverse demographics.
• Tier 2 cities: Bristol, Leeds, Edinburgh, and Cardiff, growing regional centers.
• Tier 3 areas: Smaller towns and suburban regions where hyper-local impact can be achieved.

Digital out-of-home (DOOH) now accounts for 65% of the UK’s OOH market revenue. As Ozbek explained, “The digitalization of OOH is making planning and buying much smoother, with live availability and automation tools that streamline the process.”

Audience profiles and demographics

The UK’s OOH audience is as diverse as its population. London, in particular, is a melting pot of cultures, with areas like Croydon boasting over 72 languages spoken. This diversity creates unique challenges and opportunities for advertisers. “You’re reaching a mass audience, but also a culturally and linguistically diverse one,” said Ozbek. “In London, you don’t have to necessarily use English creatives. We’ve seen campaigns in Chinese and Arabic, as well as dynamic ads tailored to cultural events like Ramadan.”

Psychographic insights on the UK audience

The UK audience is highly diverse demographically and psychographically, which influences their engagement with advertising. Key psychographic insights include:

Lifestyle preferences: UK consumers value convenience and experiences. Urban professionals lean towards brands that align with their fast-paced lifestyles, while suburban families prioritize value and quality.

Cultural influences: The UK’s multicultural society reflects a blend of traditions and modernity. Campaigns that embrace inclusivity and cultural nuances, such as celebrating Ramadan or Diwali, resonate deeply.

Buying motivations: Sustainability and ethical practices are increasingly important. Consumers are drawn to brands that showcase transparency and eco-consciousness.

Digital engagement: With a high smartphone penetration rate, interactive and gamified content in Digital Out-of-Home (DOOH) advertising captures attention, especially among younger audiences.

Demographic differences: London city center vs. suburbs

London, as the heart of OOH in the UK, offers a stark contrast between the city center and its suburbs:

City Center

Audience Profile: Predominantly young professionals, students, and tourists.

Behavior: High footfall in transit hubs like the London Underground, with a preference for digital and interactive ads.

Affluence: Central London attracts a wealthier audience, with disposable income for luxury goods and experiences.

Cultural Diversity: Over 300 languages spoken, making multilingual campaigns effective.

London suburbs:

Audience Profile: Families, retirees, and local commuters.

Behavior: More localized movement, with a focus on community-oriented advertising.

Affluence: Suburbs vary, with affluent areas like Richmond contrasting with more budget-conscious regions.

Interests: Ads emphasizing value, education, and family-oriented products perform well.

Insights from Other UK Cities

Beyond London, other cities present unique canvases for brands to express themselves through OOH advertising:

Manchester:

• Known for its vibrant music and arts scene, it attracts a youthful, creative audience.
• DOOH campaigns in areas like Piccadilly Gardens and MediaCityUK engage tech-savvy consumers.

Birmingham:

• As the UK’s second-largest city, it boasts a diverse population with strong ties to retail and entertainment.
• Bull Ring shopping center and New Street Station are prime advertising locations.

Glasgow:

• Scotland’s cultural hub, with a mix of students, professionals, and tourists.
• Ads in Buchanan Street and Central Station reach high footfall areas.

Bristol:

• A hotspot for sustainability and innovation, appealing to eco-conscious and tech-driven audiences.
• Ads focusing on green initiatives resonate strongly.

Edinburgh:

• A historic city with a blend of tourists and affluent residents.
• Iconic locations like Princes Street offer premium advertising opportunities.

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Iconic London locations: where OOH shines

London offers some of the most iconic and high-impact OOH advertising opportunities in the world. Among the standout locations are:

• Piccadilly Lights: A global landmark and PR centerpiece for brands launching in the UK. “It’s a great starting point for global brands,” said Ozbek. “It’s very much a statement piece.”
• The London Underground: With high dwell times, ads placed above seats capture commuters’ attention. “People will do anything to avoid looking at each other, so they’ll read the same ad five or six times,” quipped Richards.
• Airports: Locations like Heathrow and Gatwick offer access to international and affluent audiences.
• The Kensington Billboard: Known for its architectural design and premium quality, it’s a favorite among advertisers seeking a unique visual impact.

Creative campaigns also play a key role in making OOH memorable. Su highlighted Nissan’s campaign at Battersea Power Station, where the brand placed a car atop the iconic towers. Rhys pointed out Marmite’s witty use of billboards, where a jar lid appeared to fall onto a car’s windshield. Such creative solutions demonstrate the power of OOH to capture attention and spark conversation.

Why OOH works for entertainment, FMCG, retail, and tech

OOH advertising is particularly effective for industries like entertainment, FMCG, retail, and tech:

• Entertainment: From theater shows to streaming platforms, OOH drives awareness and excitement.
• FMCG: Despite regulatory challenges, brands like Tesco use dynamic DOOH ads to engage audiences, such as Ramadan-themed creatives that change based on the time of day.
• Retail: OOH boosts foot traffic and sales, particularly in busy shopping districts.
• Tech: Brands leverage OOH to showcase innovation and engage digital-native audiences.

Richards emphasized the importance of starting small before scaling up: “We recently ran a test campaign targeting Manchester, which delivered great results. It’s often better to test the waters in regional hubs before tackling London, given its scale and investment requirements.”

The rise of digital and programmatic OOH

Digitalization is transforming the UK OOH market, offering brands greater flexibility and interactivity. “Digital screens don’t just reduce energy consumption; they also allow brands to change copy in real-time,” said Richards. This flexibility is particularly valuable for industries like finance, where terms and conditions can change rapidly.

Programmatic buying and automation are also reshaping the industry. “Automation has been a game-changer,” said Ozbek. “It allows us to see live availability and secure frames with a click of a button, saving days of planning.”

Interactive features, such as augmented reality (AR) and gamification, are further enhancing engagement. “With 5G networks, we’re able to integrate data seamlessly into digital screens, unlocking new creative possibilities,” added Ozbek.

Conclusion

The UK OOH advertising market is a vibrant and evolving space that offers brands the chance to connect with diverse audiences through innovative and creative campaigns. As Ozbek aptly put it, “The beauty of OOH lies in its ability to reach everyone, everywhere, while embracing cultural diversity and inclusivity.”

With its blend of tradition and innovation, the UK OOH market is a powerful platform for brands looking to make an impact. Whether you’re targeting Piccadilly Lights or the streets of Manchester, the possibilities are as diverse as the audiences you’ll reach.

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Unlocking your brand’s potential in the UK with OOH

The UK OOH market offers brands many opportunities to connect with audiences creatively and impactfully. From iconic London landmarks to cutting-edge digital technologies, the possibilities are endless.

To learn more about how your brand can leverage OOH advertising in the UK, get in touch with our UK team for tailored guidance and solutions. Whether launching a global campaign or testing the waters in regional hubs, OOH can help you achieve your goals and make a lasting impression.

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