Industry body calls for reform to unlock UK growth in Out of Home advertising

Industry trade body Outsmart launched a campaign for a national Out of Home advertising strategy to “turbocharge” UK growth.

Outsmart, the UK’s trade body for the Out of Home (OOH) advertising industry, has unveiled its ‘Vision for Growth’, calling for a National OOH Advertising Strategy to turbocharge economic growth.

With a record £1.4 billion in revenue in 2024 - up 7.7% year on year - OOH advertising is one of the UK’s fastest-growing industries.

But further expansion is held back by high business rates and fragmented policies, limiting OOH advertising’s ability to invest in communities and drive growth.

The industry reinvests up to 40% of its revenue into the UK economy, creating jobs and enhancing the UK’s social infrastructure by providing bus shelters, free telephony, Wi-Fi, community messaging and public defibrillators without additional cost to the taxpayer.

The Vision for Growth sets out two key recommendations to address current barriers to economic growth, including calling for the removal of business rates on social infrastructure. This would allow media owners to reinvest in public spaces, benefiting communities while simplifying financial processes for local councils.

Outsmart is also calling for extending express planning consents from five to ten years and introducing a fast-track approval mechanism to provide long-term stability.

By implementing these reforms, the Government can empower the OOH industry to play a greater role in improving public infrastructure, creating jobs, and enhancing the urban environment.

Tim Lumb, Director of Outsmart, said:

"The Out of Home advertising sector is a key driver of the UK’s economy and plays a crucial role in our public spaces. Our Vision for Growth outlines actionable steps to unlock further investment, create jobs, and strengthen communities.

“By reforming business rates and simplifying planning approvals, we can remove barriers to growth, ensuring OOH not only thrives but delivers tangible benefits for the public and local authorities across the country."

Dame Karen Bradley DBE MP, Chair of the Advertising APPG, said:

“As Chair of the Advertising APPG, this Report highlights the significant £1.4bn 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, and this report touches on their continued priority to invest in our communities and create jobs across the UK.”

Outsmart represents media owners responsible for over 90% of the sector’s revenue, with 55 members including both SMEs and major operators, including JCDecaux, Bauer Media Outdoor, Global and Ocean, with iconic advertising sites, including the Piccadilly Lights.

The full Vision for Growth can be accessed here.