Clear Channel Gives OOH Tips for 2025: Key Recommendations for Advertisers

Out-of-home (OOH) advertising company, Clear Channel, has released a set of valuable recommendations for brands looking to create impactful campaigns in the UK in 2025. Providing what it calls a “winning formula,” Clear Channel’s insights offer guidance on maximizing the effectiveness of OOH and digital out-of-home (DOOH) advertising strategies.

1. Think Beyond London: Focus on National Reach

One of Clear Channel's key recommendations is for advertisers to expand their focus beyond London. While London remains a significant hub, around 85% of the UK population lives outside of the capital, which amounts to approximately 58 million people. Clear Channel urges advertisers to “avoid London bias” and consider reaching audiences across the country. The company highlights its extensive network and prime locations for advertising in key regions outside of London, offering valuable opportunities to engage with a wider audience.

2. Consistency is Key: Spread Campaigns Across the Year

Clear Channel stresses the importance of spreading campaigns evenly throughout the year. By maintaining consistent reach over time, brands can enhance their “mental availability”—the likelihood that a brand will be considered when a buying decision is made. Maximizing the cumulative reach of a campaign, particularly among different buyer categories, is crucial for achieving sustained brand growth.

3. Target Light Category Buyers

Clear Channel also focuses on the “light category buyers,” individuals who have made a purchase only once but do not have a strong loyalty to a particular product. These buyers represent a significant portion of the market and are seen as key targets for advertisers aiming for growth. Clear Channel recommends that advertisers strategically focus on this group, leveraging OOH and DOOH advertising to boost brand recognition and drive future purchases.

4. Support Altruistic and Charitable Causes

In addition to targeting consumers, Clear Channel emphasizes the value of supporting altruistic and charitable causes. The company has long been a supporter of various charitable organizations, providing free advertising space to raise awareness for important causes. In 2024 alone, Clear Channel donated £29 million worth of media space to over 70 charity organizations, an increase of £3 million from the previous year. By associating brands with charitable actions, advertisers can build goodwill and strengthen their connection with the public.

5. OOH Supports Local Economies

Clear Channel also highlights the broader economic benefits of OOH advertising. Research from Outsmart and PricewaterhouseCoopers (PwC) estimates that 46p of every £1 spent on OOH advertising is reinvested into national and local economies, further underscoring the positive impact of OOH campaigns on community development.

6. Expanding Digital Reach

Clear Channel’s digital footprint continues to grow. The company’s estate currently reaches an estimated 90% of the UK population, representing 49 million unique adults every fortnight. In 2024, Clear Channel expanded its Adshel Live digital network, adding over 400 new sites, making it the largest DOOH network in the UK in terms of reach, impact, and unique cover. This expansion is essential for advertisers looking to maximize digital exposure and engage with a wider audience through cutting-edge digital platforms.

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