Outsmart Calls for Government Action on OOH Growth

Outsmart Calls on UK Government to ‘Turbocharge’ Growth in Out-of-Home Advertising Sector

The UK’s leading trade body for out-of-home (OOH) advertising, Outsmart, has launched its ambitious ‘Vision for Growth’ campaign, urging the government to take decisive and immediate action to accelerate the development and growth of the OOH advertising sector, which continues to play an essential role in the country’s economic landscape. Outsmart's call to action emphasizes the need for government support and proactive measures to help unlock the full potential of this fast-growing and dynamic industry.

A Vision for Growth

Outsmart’s comprehensive campaign outlines several key recommendations that aim to promote a thriving, sustainable, and innovative OOH industry in the UK. One of the most notable aspects of their proposal is the removal of business rates on social infrastructure. This critical move is intended to encourage greater investment in the sector, particularly in digital and interactive advertising formats, as well as infrastructure that serves public needs, such as digital billboards that offer real-time information or serve as communication hubs for local communities.

The proposal also includes the extension of express planning consents from the current five years to ten years. This change would provide businesses within the OOH sector with the long-term stability and certainty they need to make significant investments in infrastructure and technology, helping to drive the continued growth of the industry. Additionally, Outsmart advocates for the introduction of a fast-track approval system for advertising installations, which would streamline the planning process, reduce bureaucratic delays, and ensure that the sector can respond to market demands in a timely and efficient manner.

Together, these reforms would create a regulatory environment that encourages innovation, supports investment, and strengthens the competitiveness of the UK’s OOH advertising industry.

Strengthening the Economy and Public Spaces

Tim Lumb, the director of Outsmart, emphasized the central role that OOH advertising plays in supporting both the UK economy and public spaces. He noted: “The Out of Home advertising sector is a key driver of the UK’s economy and plays a crucial role in the way we experience and interact with public spaces. Our Vision for Growth outlines actionable steps to unlock further investment, create jobs, and foster stronger connections within communities.”

Lumb went on to explain that the OOH sector is more than just a tool for advertising—it's an essential component of the public realm. Billboards, digital displays, and other outdoor media contribute to the vibrancy of streetscapes, provide vital information to the public, and support local services that improve daily life, such as transportation and public health messaging.

He added, “By reforming business rates and simplifying the planning approval process, we can remove barriers to growth and ensure that OOH not only thrives but also delivers tangible and lasting benefits for the public and local authorities across the country.”

A Rapidly Growing Sector

Outsmart’s campaign highlights that OOH advertising is one of the UK’s fastest-growing sectors, with industry experts predicting a 7.7% year-on-year growth rate, which will see the sector reach a projected revenue of £1.4 billion by 2024. Despite the challenges posed by high business rates and fragmented policies, the OOH industry is on track to achieve significant growth, driven by the increasing demand for innovative and immersive advertising solutions.

One of the key aspects that sets OOH apart from other advertising formats is its reinvestment into the UK economy. Outsmart reveals that the OOH sector reinvests 40% of its annual earnings into the economy, funding vital public services and initiatives such as bus shelters, free telephones, public Wi-Fi, community messaging boards, and life-saving public defibrillators. This reinvestment creates a direct link between the advertising sector and the betterment of public infrastructure, demonstrating the broader social value of OOH advertising.

However, Outsmart acknowledges that the potential of the OOH sector is still hindered by the high cost of business rates and outdated planning policies. With the right reforms, the sector could expand even further, improving public infrastructure and creating thousands of new jobs across the country.

Government Support for OOH Advertising

Dame Karen Bradley DBE MP, chair of the Advertising All-Party Parliamentary Group (APPG), has also voiced her support for the proposed reforms, recognizing the vital role of the OOH sector in driving economic growth. She commented: “As Chair of the Advertising APPG, this report highlights the significant £1.4 billion contribution the Out of Home advertising industry makes to the UK economy. As one of the UK’s fastest-growing industries, Out of Home Advertising is a key business partner for growth. The industry’s continued focus on investing in our communities and creating jobs across the UK must remain a priority.”

Her endorsement of Outsmart’s campaign underscores the importance of OOH advertising not only as a driver of economic growth but also as a tool for enhancing public spaces and improving community well-being. With government backing, the OOH sector could unlock even more opportunities for growth and development.

A Unified Industry

Outsmart’s call for action is supported by an extensive membership base, which includes more than 55 key players in the OOH sector, such as JCDecaux, Clear Channel, Global, and Ocean. These leading companies are united in their push for a more supportive regulatory framework that would enable the sector to reach its full potential. By working together, the collective voice of these companies is advocating for government intervention to remove barriers and create a more conducive environment for growth.

As the UK’s OOH advertising sector continues to expand and evolve, Outsmart’s ‘Vision for Growth’ campaign could be a crucial turning point for the industry. With the right policy reforms, the sector is poised for even greater success, benefiting not just businesses but the public and local communities as a whole. By supporting the OOH sector, the government can ensure that it remains a vital part of the UK’s economic and social fabric, driving innovation, creating jobs, and improving public infrastructure for years to come.