IAB UK: Digital to Reach 76% of UK Outdoor Ad Spend by 2031
2026-08-18 · via invidis
Digital out-of-home advertising is set to account for 76% of UK out-of-home ad spend by 2031, according to the latest IAB Compass report from IAB UK. That is a significant jump from current levels and points to continued displacement of static billboards and posters by digital screens, for operators and media owners who have been building out digital inventory over the past decade.
The report says DooH investment hit a record £964 million in 2025, representing 67% of total UK OoH spend. IAB UK notes that figure was just 32% in 2015, underscoring how quickly the market has shifted toward digital in the last ten years.
Programmatic buying is central to IAB UK's forecast. The report says programmatic still represents a relatively small share of the DooH market today, but expects adoption to grow as it gives advertisers more flexibility in targeting, campaign optimization and integration with other digital channels. For screen network operators, that trend has direct implications: buyers increasingly expect the kind of audience data, targeting and real-time optimization that programmatic delivers, rather than simple location-based bookings.
Audience-led planning replaces location-only strategies
IAB UK also identifies a shift away from planning DooH purely around location toward audience-led strategies, with campaigns increasingly combining DooH with mobile, social, online video and search. That mirrors trends already seen in retail media networks, where advertisers want a single, coordinated buy across channels rather than treating out-of-home as a standalone line item.
On the creative side, the report points to wider use of dynamic content, contextual messaging and 3D executions. IAB UK also flags AI-powered campaign optimization, agentic technologies and what it calls light-touch immersive experiences as areas it expects to develop further, though the report does not offer specifics on what tools or vendors are driving that.
Measurement still lags
The report is candid about one of the sector's persistent problems: measurement. IAB UK says programmatic platforms have expanded measurement and optimization capabilities, but standardization across the market remains lacking, making consistent attribution difficult for advertisers comparing DooH against other channels. That is a familiar complaint in the industry and one that has slowed some advertisers from shifting larger budgets into the channel.
"Digital out-of-home has evolved from being a high-impact awareness channel into a sophisticated part of the digital media mix," said Elizabeth Lane, head of insight at IAB UK.
The announcement does not detail the methodology behind the 76% forecast or break down projected spend by format or region. For UK network operators and advertisers, the headline takeaway is that the shift to digital is not slowing down, but the industry's ability to prove and standardize measurement will likely determine how much of that projected growth actually materializes.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Digital out-of-home is forecast to account for more than three-quarters of UK outdoor advertising spend by 2031, driven by continued investment in digital inventory and programmatic buying, IAB UK reports.
Digital out-of-home is expected to account for 76% of UK out-of-home advertising spending by 2031 as programmatic buying, audience data and measurement capabilities continue to develop, according to the latest IAB Compass report from IAB UK.
Investment in DooH reached a record £964 million in 2025, representing 67% of total UK OoH advertising spend. That compares with just 32% in 2015.
IAB UK expects continued investment in digital inventory and increased adoption of programmatic DooH to support further growth. Programmatic still represents a relatively small share of the market but gives advertisers greater flexibility in targeting, campaign optimization, and integration with other digital channels.
The report also points to a shift from primarily location-based planning toward audience-led strategies. Advertisers are increasingly combining DooH with mobile, social, online video and search as part of broader omnichannel campaigns.
Creative capabilities are developing alongside buying technology, with dynamic content, contextual messaging and 3D executions becoming more widely used. IAB UK also identifies AI-powered campaign optimization, agentic technologies and light-touch immersive experiences as potential areas of development.
Measurement remains a challenge. While programmatic platforms have expanded measurement and optimization capabilities, IAB UK said greater standardization is needed to provide advertisers with more consistent attribution across the market.
“Digital out-of-home has evolved from being a high-impact awareness channel into a sophisticated part of the digital media mix,” said Elizabeth Lane, head of insight at IAB UK.
The report includes market forecasts, industry trends and recommendations for advertisers, agencies, media owners and ad tech providers.