UK Out of Home Ad Revenue Up 12.7% in Q2 2026, Digital Leads Growth
2026-09-03 · via DailyDOOH
UK Out of Home advertising revenue reached £402.6m in the second quarter of 2026, up 12.7% year on year, according to figures from Outsmart, the trade body for the UK OOH industry, collated by PwC. Digital OOH revenue grew 14.6% over the same period, while classic (static) OOH grew 8.8%.
Digital's share of total OOH revenue in the quarter was 68%, according to the figures. That continues the long-running shift of OOH spend away from static paper and vinyl formats toward networked digital screens, a trend that matters directly to anyone operating or selling into DOOH networks in the UK, since it points to where ad buyers are putting their money.
Justin Cochrane, Chair of Outsmart, said it was "another strong quarter for Out of Home, underlining the continued confidence that brands have in the medium's creativity, reach and effectiveness."
The quarter caps two consecutive periods of strong growth for the sector. Outsmart's figures show OOH revenue for the first half of 2026 up 13.7% against H1 2025, with digital OOH growing 15.9% over that six-month stretch.
Andy Lobo, Director at PwC, said H1 2026 growth was "supported by World Cup activations," and noted that digital OOH's 15.9% growth in the half was "ahead of the global growth of some of the major internet advertising platforms," a comparison PwC is making to position OOH against digital advertising channels more broadly.
The release does not break down the figures by media owner, format (billboards versus transit, retail, or roadside), or region, so it is not possible to say from this report which networks or screen types are driving the digital growth, or whether the gains are concentrated in major cities versus the rest of the country. Outsmart says a more detailed breakdown of the Q2 figures is available on its website.
For operators and media owners running digital screens in the UK, the headline numbers suggest ad buyers continued to commit budget to the format through the first half of 2026, with a one-off boost from World Cup-linked campaigns. Whether that pace of growth holds once World Cup-related spending falls out of the comparison base is not addressed in the release.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
UK #OOH Reports +12.7% Growth in Q2 2026 Revenues
Outsmart, the UK trade body for the Out of Home (OOH) advertising industry reports OOH advertising revenues for the first quarter of 2026 total £402.6m, an increase of +12.7% compared to the same period last year.
Justin Cochrane , Chair of Outsmart, told us “Another strong quarter for Out of Home, underlining the continued confidence that brands have in the medium’s creativity, reach and effectiveness.”
The figures, collated by PwC, reveal that Digital OOH revenue grew +14.6% and Classic OOH grew +8.8%. Digital’s share of revenue in Q2 was 68%.
The results represent two consecutive quarters of very strong growth for the OOH industry, with H1 seeing +13.7% growth vs H1 2025.
Andy Lobo , Director at PwC, said “H1 2026 has delivered strong growth for OOH spend, supported by World Cup activations. Specifically, Digital OOH has grown 15.9% in H1 this year, which is ahead of the global growth of some of the major internet advertising platforms.”
You can visit the Outsmart website to download a detailed breakdown of Q2’s OOH revenue figures here .
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