Digital out-of-home revenue continues to power ahead in Britain, now accounting for nearly 15 percent of all outdoor advertising and strongly driven by the transportation sector.
In the quarter July-September, digital grew 29 percent to £30.6m ($49m), compared with the same period in the previous year – while the overall outdoor market inched up just 1.1 percent.
That meant that digital represented 14.3 percent of the sector market, and the Outdoor Media Centre trade body said that more than half of its members were now offering digital screens.
About half of digital revenue came from transportation sites (principally city metros including the London Underground, pictured, as well as overground rail, and airports). Roadside billboards contributed 28 percent, and the remaining 22 percent was generated in retail and leisure locations.
Overall outdoor revenue reached £214.4m ($343m), helped by the return of some advertisers who had been absent from the medium for a year or more, including Reebok and Hugo Boss.
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