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. But the rise in digital revenue has also led to a decline in the number of people who watch TV on their mobile devices.
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.