Impact of UK billboards may be undervalued

Rob Clapp

An overview of out-of-home advertising formats that are most likely to attract consumer attention in the UK.

Consumers find billboards the most attention-grabbing form of out-of-home advertising, according to new data from YouGov, but the UK's outdoor advertising market is on course to contract by a quarter this year per the latest AA/WARC forecasts.

One-tenth (11%) of UK consumers said large advertising sites at the side of roads or buildings have the biggest chance of catching their attention. The side of a bus also proves attractive to consumers, with one in ten saying it would be most attention-grabbing.

This comes as outdoor advertising spend is set to decline by 25.4%in the UK...

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