Advertising on digital outdoor screens is booming in the UK, claims research by London-headquartered firm Avanti Screenmedia.

A report by the company, which supplies digital ad services to shopping malls, high street retailers and bars, says the sector attracted £19 million ($34.5m; €28m) in ad revenue last year and grew by 81%. It expects a further 44% increase in 2005.

It says there are 4,500 screen media venues in the UK and also claims 85% of advertisers marketing to young adults expect to buy screen media airtime in the future.

Challenges facing the sector, says Avanti, include standardised measurement of audience, impacts and effectiveness; plus cost-efficient results for advertisers; and proven benefits for venue owners.

Data sourced from; additional content by WARC staff