Five trends in UK outdoor advertising for 2016

Naren Patel
Primesight

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 move towards Route becoming the base point for the entire trading process. This is being driven by two streams of influence.

Firstly, the rise of the internet and programmatic trading has highlighted the core function of ad investment to buy audience exposure, rather than investing to own a piece of real estate. Whether the platform is a classic poster or a digital display, it is necessary to quantify the audience reached and allow advertisers to integrate this data with their increasingly sophisticated econometric investment models.