Unlike other traditional ad formats for which revenues have steadily declined, total Lumb ad revenues for out-of-home advertising channels grew by 4.5% to £1.1bn ($1.4bn) last year, according to AA/Warc's annual expenditure report. The digitisation of out-of-home advertising is enabling advertisers to serve real-time, contextually relevant content through billboards. Additionally, programmatic ad buying has enabled outdoor campaigns to become flexible, measurable and more compatible with wider multichannel campaigns.
Unlike other traditional ad formats for which revenues have steadily declined, total UK ad revenues for out-of-home advertising channels grew by 4.5% to £1.1bn ($1.4bn) last year, according to AA/Warc's annual expenditure report. The digitisation of out-of-home advertising is enabling advertisers to serve real-time, contextually relevant content through billboards. Additionally, programmatic ad buying has enabled outdoor campaigns to become flexible, measurable and more compatible with wider multichannel campaigns.