New advertising sites and the digitisation of older ones helped to propel digital out-of-home revenue in Britain to nearly £40m in the last quarter of 2011.
Revenue rose 28 percent year-on-year to a new high of £39.3m ($62m), or more than 15 percent of all outdoor revenue. It was only about 18 months ago that DOOH’s share hit ten percent.
For the full year 2011, the British DOOH market was worth £125m ($198m), or 14.1 percent of the overall sector.
Its rise was attributed in part by trade body the Outdoor Media Centre, which assembles the quarterly figures, to continued conversion of non-digital advertising sites in railway stations, airports, and retail environments as well as at roadsides.
As a young and fast-growing medium, digital massively outperformed the outdoor market as a whole, which grew just one percent in the full year, to £886.3m ($1.4bn). Outdoor in general fared slightly better in the last quarter, rising 1.4 percent on the same period in 2010, to £256m ($405m).
Said Outdoor Media Centre CEO Mike Baker: “Despite the economic gloom, we have ended the year with some momentum, and seven out of the last eight quarters have shown growth. This past quarter is very close to being the biggest outdoor quarter ever.”
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