Digital sites drew over half of all out-of-home (OOH) advertising spend in the UK for the first time in Q3 2018, according to the latest data from the Advertising Association/WARC Expenditure Report, released yesterday. Digital's share of OOH adspend was recorded at 50.1% during the July-September quarter, and was estimated to have attracted the same share during 2018 as a whole – up 4.2 percentage points year-on-year. This rise of DOOH is expected to continue, with its share forecast to grow to 55.2% in 2019.
Total digital outdoor spend was estimated to be just shy of £600 million...