16 Feb Advertising Statistics That You Need to Know for 2024: Outdoor Advertising

As the year 2024 is upon us, businesses in the UK must stay informed about the latest advertising statistics and trends to make informed decisions. Outdoor advertising continues to be a powerful medium for reaching a wide audience and driving brand awareness. In this blog post, we will explore key statistics about outdoor advertising in the UK that you need to know for 2024. Understanding these trends will help businesses leverage the power of outdoor advertising to maximise their marketing efforts and stay ahead of the competition. 

Advertising Statistics for Out-of-Home

Outdoor Advertising Expenditure

According to the Advertising Association and Warc, outdoor advertising expenditure in the UK is projected to reach £1.44 billion by 2024. This represents a compound annual growth rate (CAGR) of 3.8%. This growth indicates the continued relevance and effectiveness of outdoor advertising in the UK market. 

Digital Out-of-Home (DOOH) Advertising

Digital out-of-home (DOOH) advertising is on the rise in the UK. By 2024, it is expected to account for 57% of total outdoor advertising revenue in the country. The flexibility and dynamic nature of DOOH allow businesses to deliver real-time, targeted messages to their audience, enhancing engagement and campaign effectiveness. 

Mobile Integration

Integration with mobile devices is becoming increasingly important in outdoor advertising campaigns in the UK. By 2024, it is estimated that 86% of outdoor advertising in the country will be mobile-integrated. This integration allows advertisers to leverage location-based targeting, interactive features, and data analytics to deliver personalised and relevant content to consumers on the go.

Impact on Consumer Behaviour

Outdoor advertising has a significant impact on consumer purchase behaviour in the UK. Research by Outsmart indicates that 79% of people have been prompted to take action after seeing an outdoor ad. This includes visiting a store, making a purchase, or seeking more information online. The visual impact and wide reach of outdoor advertising make it a powerful driver of consumer behaviour.

Increased Dwell Time

Dwell time, or the amount of time consumers spend engaging with an advertisement, is increasing in outdoor advertising in the UK. With the proliferation of digital billboards and interactive displays, consumers are more likely to pause and interact with outdoor ads. This increased dwell time provides businesses with a greater opportunity to capture attention, communicate messages effectively, and drive brand engagement.

Targeting Capabilities

Advancements in technology have enabled outdoor advertising in the UK to offer sophisticated targeting capabilities. By leveraging data analytics and audience insights, advertisers can target specific demographics, locations, and behaviors. In fact, 68% of outdoor advertisers believe that targeting is the most important feature of outdoor advertising campaigns.

Environmental Impact

Sustainability and environmental consciousness are increasingly important in advertising in the UK. In response, the outdoor advertising industry is making strides towards sustainability. By 2024, it is projected that 100% of outdoor advertising materials in the UK will be recyclable or reusable. This commitment to sustainability aligns with the growing consumer demand for eco-friendly practices.

Brand Recognition and Recall

Outdoor advertising plays a significant role in building brand recognition and recall in the UK. Research shows that 79% of people can recall outdoor ads they have seen in the past month. This high level of recall is attributed to the large, eye-catching displays and repeated exposure offered by outdoor advertising.

Integration with Digital Channels

Outdoor advertising in the UK is becoming increasingly integrated with digital channels, such as social media and online platforms. By incorporating hashtags, QR codes, or social media handles in outdoor ads, businesses can drive online engagement and encourage consumers to share their experiences with the brand, Seening the reach and impact of the campaign.

Return on Investment (ROI)

Outdoor advertising offers a strong return on investment for businesses in the UK. Studies indicate that outdoor advertising delivers an average ROI of £1.60 for every pound spent. This high ROI is attributed to the wide reach, visual impact, and repeated exposure offered by outdoor advertising campaigns. 

Advertising Statistics – Conclusion 

 As we approach 2024, outdoor advertising continues to be a powerful medium for driving brand awareness and influencing consumer behavior in the UK. With the growth of digital out-of-home advertising, increased mobile integration, sophisticated targeting capabilities, and a focus on sustainability, outdoor advertising remains a key component of successful marketing campaigns. By staying informed about these key statistics, businesses can harness the potential of outdoor advertising and stay ahead in the competitive advertising landscape of 2024 in the UK. 

Would you like to know more about billboards and advertising statistics? Please get in touch on matt@seenoutdoor.co.uk / 01202 670687