UK out-of-home (OOH) advertising spend is expected to reach an all-time high this year, surpassing pre-Covid investment levels. In 2025, the market is forecast to grow by 7.5% year-on-year, reaching £1.515bn, up from £1.410bn in 2024. With the rapid expansion of digital infrastructure over the past decade, digital OOH spend is predicted to account for 67% of total investment – a share expected to continue to rise as more brands embrace programmatic OOH opportunities.
Brands need to leverage their USP and stand out from the crowd
As more brands embrace outdoor advertising, we anticipate a few key trends and themes emerging to help brands stand out in an increasingly cluttered space.
1. Blurring the lines with experiential marketing
Increasingly, consumers seek immersive, memorable brand interactions, and the lines between experiential marketing and OOH continue to blur. While not every outdoor campaign needs to combine these elements, choosing the right opportunities at the right time can deliver impactful results. Jaffa Cakes demonstrated this brilliantly in 2024 with their 'defaced' mural in Manchester and the 3D billboard in Brixton that dispensed Jaffa Cakes for passersby. These high-impact activations were selected strategically at key locations to create lasting memories, while also complementing broader campaigns at other OOH sites to extend their reach and influence.
2. Harnessing the Power of Data and Programmatic OOH
In 2025, the rise of programmatic OOH cannot be overlooked as it offers unparalleled targeting and contextual relevance. By utilising audience-first planning and real-time data, brands can deliver highly targeted and on-point messages, enabling deeper connections with consumers and cutting through the noise in a crowded market. A recent example of this approach was the Kopparberg campaign, which capitalised on the increase in sales during warmer, high-UV days. Using a targeted site list and real-time UV data, the Kopparberg ad not only promoted responsible drinking but also encouraged sun safety.
3. Meeting consumer expectations with sustainability
As consumers increasingly prioritise environmentally responsible brands, sustainability is a defining trend in OOH advertising. From eco-friendly materials to energy-efficient digital screens, brands are aligning their campaigns with green initiatives to resonate with environmentally conscious audiences.
Many brands have taken innovative approaches to OOH by combining sustainability with experiential marketing. H&M’s ‘Circular Design Story’ recycled billboards into handbags, while environmental charity Hubbub have ran a ‘ballot bin’ initiative since 2016 which encourages smokers to bin their cigarette butts through playful messaging with live ‘polls’. This approach creates high-impact, memorable experiences for audiences, while reinforcing brand values around sustainability.
Trust, trust, trust…. the credibility of outdoor cannot be ignored
Outdoor advertising has proven to be a trusted channel in an age of digital misinformation, providing brands with a credible and tangible platform. According to 62% of consumers, trust is a key factor when deciding whether to engage with a brand. By selecting the right locations, outdoor advertising can effectively reach a wide range of demographics. When brands leverage outdoor in a thoughtful and strategic way, it allows them to connect with consumers at moments of trust, creating opportunities for meaningful engagement and long-term success.
