Outsmart, the trade body for the Out of Home (OOH) advertising industry, has reported a record-breaking year for OOH, with total revenues reaching £1.44bn in 2025, up +2.6% year-on-year. This is the highest-ever revenue recorded for the sector, a particularly strong result given the challenging macroeconomic backdrop.
The figures, collated by PwC, show continued strength in Digital Out of Home (DOOH), which grew +3.2%, while Classic Out of Home increased by +1.3%. DOOH now accounts for 67% of annual OOH revenue, underlining the sector’s ongoing digital transformation.
Growth accelerated in the second half of the year (+3.8% YoY) compared to the first half (+1.2% YoY), signaling a healthy outlook for 2026. The fourth quarter of 2025 also performed strongly, with total OOH revenues up +3.3% to £404.8m (compared to £391.7m in Q4 2024). DOOH growth was particularly robust at +4.8% YoY, while Classic OOH grew +0.3% YoY, bringing DOOH’s Q4 share to 69%.
Justin Cochrane, Chair of Outsmart, commented: “Despite the wider economic headwinds, brands continue to invest in Out of Home because it offers unrivalled reach and delivers trailblazing creative opportunity and effectiveness.”
Dan Bunyan, Partner at PwC UK, added: “OOH has continued to prove its value to brands despite the challenging macroeconomic backdrop and disruption from new AI models. The industry has seen positive growth in H2 2025, a good sign for 2026. Continued investment in digitisation and programmatic capabilities should underpin growth moving forward.”
These figures highlight OOH’s resilience and its evolving role as a powerful, digitally driven advertising medium, providing brands with both mass reach and dynamic creative possibilities.
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