Unlike other traditional ad formats for which revenues have steadily declined , total UK ad revenues for out - of - home advertising channels grew by 20 % to £ ##500 ( $ 1.4bn ) last year , according to AA / Warc 's annual expenditure report . The importance of out - of - home advertising is enabling advertisers to serve real - time , contextually relevant content through billboards . Additionally , programmatic advertising 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.