Five trends in UK outdoor advertising for 2016

This article outlines several of the key trends that will impact out-of-home advertising in the UK in 2016.

Five trends in UK outdoor advertising for 2016

Naren PatelPrimesight

Out-of-home (OOH) adspend in the UK broke the £1 billion barrier in 2014, and is predicted to grow by 4.8% in 2016, according to forecasts from the Advertising Association and Warc. But what are the trends that will help the industry achieve – and hopefully better – such predicted growth?

1) Audience selling: moving from panel to people

Route, a research firm which produces audience estimates for OOH advertising, is now an intrinsic part of any outdoor campaign planning process. But in 2016, the industry will actively...

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