According to Kinetic, the world’s largest planner and buyer of out-of-home media, the UK market for digital out-of-home (DOOH) advertising has continued to experience strong growth. Digital out-of-home media accounted for more than 20% of the overall out-of-home advertising market in the UK in 2013. Kinetic’s latest projections for out-of-home media spending forecast more than £1 billion ($1,680,800,000) in 2015.
Digital out-of-home is projected to exceed traditional out-of-home exposure by 2017, according to a recent report by PQ Media, a leading provider of market intelligence. Key growth drivers include innovative uses of new technologies, more interactive content, and increased placement of digital out-of-home media in the highest-traffic locations. Nearly 50% of the UK’s digital signage is positioned at the busiest sites in London, offsetting exposure time from infinitely more static billboards nationwide. There are more than 19 ad-based DOOH networks across the UK. Major players include Amscreen, Canary Wharf Media, CityLive, Clear Channel, ECNlive, Eighteen-24, Eye Airports JCDecaux, Limited Space, and Primesight.
The UK is the sixth-largest economy in the world and the third largest in Europe after Germany and France. It is one of the most densely populated countries in the world with more than 63,181,775, according to a 2011 census. Within the UK, England has the fastest growing population, increasing 7.9% from 2001 to 2011. As a tourist destination, the UK ranked sixth in the world with more than 27 million tourists arriving in 2004. In fact, London has the most international visitors of any city in the world. All of these factors make the UK a prime location for digital out-of-home media.
Digital out-of-home (DOOH) media, also known as digital place-based (DPB) media utilize strategically placed, networked digital signage displays to reach consumers with highly targeted messages in venues that include transportation hubs such as airports, and railway and bus terminals; executive networks in office-building lobbies and elevators; and shopping malls. Digital out-of-home advertising networks often provide advertisers with additional engagement opportunities that include interactive touch screens and mobile integration using NFC, BLE, and QR Codes. Advertisers can customize their messages to a specific location, time of day, or special event.
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Digital Out-of-Home Advertising Networks in the United Kingdom
|NETWORK||LOCATION||VENUE||REACH & DEMOGRAPHICS||INFO|
|Adlux TV||Adlux’s network of private airport lounges is in 35 cities across Europe, Middle East, Russia, APAC, and Central America||Private Airport Lounges||Reaches high net worth travelers at private jet terminals in Europe, Middle East, Russia, APAC, Central America||View Media Kit|
|atmAd||One of the largest digital out-of-home networks in the UK with more than 9000 ATM cash machine locations including Tesco, Asda and High Street||ATM Cash Machines||Cash machines offer extensive reach throughout the UK, serving both local communities in regional areas, and mass audiences in city centers and densely populated areas||View Media Kit|
|Brightmove Media||More than 400 double-sided, digital taxi screens mounted on top of London’s iconic black cabs. Screen content is location-aware and can display messages in real-time.||Taxis||59% of Londoners have seen Black Taxi advertising on an average week||View Media Kit|
|Canary Wharf Media||20 double-sided, free-standing digital out-of-home screens located in high traffic areas within a business center and shopping mall complex, each with 46-inch high definition screens||Shopping Mall and Business Center||Reach exceeds 1.2 million visitors each week. More than 85% of visitors are between the age of 16 and 44, visiting 4 shopping malls with 180 retailers, 5 hotels and more than 60 bars and restaurants.||View Media Kit|
|Captive Media||Interactive DOOH network with screens in more than 100 rest rooms located in bar and clubs across the UK||Public Rest Rooms||Average 55 second dwell-time. 75% message recall||View Media Kit|
|Clear Channel||100 street-level high-definition (D6) digital out-of-home screens||Street-level Urban Network||100 digital screens located at bus shelters in high traffic locations across London. Network reaches young, affluent professionals who live, work and shop in London’s West End||View Media Kit|
|Clear Channel Malls||288 digital (D6) mall screens in 85 of the UK’s busiest shopping malls||Shopping Malls||Reach exceeds 8 million shoppers per week. Digital screens are positioned at major concourse intersections. Shopping malls include Trafford Centre, Manchester; Merry Hill, Dudley; Royal Victoria Place, Tunbridge Wells||View Media Kit|
|Clear Channel (Edinburgh)||2 high-definition digital (D6) screens on Princes Street, Edinburgh’s busiest retail area; NFC and QR Code mobile integration||Street-level Urban Network||Princes Street attracts an affluent more than one million people in peak months. It’s a premier shopping destination for both residents and tourists||View Media Kit|
|ECNlive||More than 200 digital out-of-home screens at 125 locations across London||Executive Network||Reach exceeds 500,000 business executives per week in and around office building lobbies and elevator areas. 86% of audience is between 25-49 years||View Media Kit|
|Eighteen-24||400 full HD digital signage (D6) NFC and QR code-enabled posters and traditional 6-sheet posters||College and University Campuses||The UK’s largest on-campus DOOH media network covering more than 125 sites nationwide. Reach exceeds 1.7 million 18-24 year olds, two thirds of the UK’s student population.||View Media Kit|
|Eye Airports||Eye Airports is one of the largest mobile-enabled digital out-of-home media networks. Eye’s Amplify provides advertisers with NFC, QR and SMS campaign integration||Airports||Reach exceeds 100 million travelers a year at 28 UK airports||View Media Kit|
|JCDecaux UK – Airports||JCDecaux Airport offers advertisers a broad range of digital out-of-home screens in concourses, waiting areas and baggage carousels||Airports||Reach exceeds 114 million passengers each year||View Media Kit|
|JCDecaux UK – Rail||Transvision indoor digital billboards, digital 6-sheet, and digital escalator panels||Train Stations||Rail Stations offer advertisers longer dwell time, JCDecaux has built a national digital rail network across all major UK cities||View Media Kit|
|JCDecaux UK – Channel 6||Nationwide network of 1,400 digital out-of-home screens across London||Street-level Urban Network||Channel 6, a nationwide network of 1,400 digital screens in the UK. Channel 6 delivers a weekly reach of 40% of the UK population at major retail and transport hubs.||View Media Kit|
|JCDecaux UK – Tesco||400 high definition digital out-of-home “Smartscreens” (D6) located at Tesco stores across the UK||Supermarkets||Tesco is a popular supermarket across the the UK providing broad demographic reach. JCDecaux’s SmartScreen enables optimized advertising scheduling based on sales data and audience behavior||View Media Kit|
|Limited Space||Limited Space’s Ad HD, large-format digital signage strategically placed in high traffic shopping malls||Shopping Malls||Reach exceeds 10 million shoppers every 2 weeks at top 30 ranked UK malls. Ad HD screens offer interactive capabilities including multitouch and gestural interaction along with mobile integration.||View Media Kit|
|Metropolis Digital Media||Double-sided digital out-of-home screens mounted on top of London’s iconic black cabs. Screen content is location-aware, and can display “smart” messages in near real-time.||Taxis||Average taxi screen displays 21,000 ad impressions per week across central London||View Media Kit|
|Outdoor Plus||Digital out-of-home networks located across 12 UK shopping malls including Bluewater Kent, Lakeside Thurrock, Manchester Arndale and Gateshead Metrocentre||Shopping Malls||Reaches millions of shoppers across the UK with an average dwell time of 112 minutes||View Media Kit|
|Primesight||Digital out-of-home network in Glasgow, Scotland subway system. 20 digital panels (D6); 48 Digital signage escalator panels||Mass Transit||Reach exceeds 82,000 people every 2 weeks. 35% are in the 18-34 demographic. Glasgow, Scotland area is UK’s 2nd largest commuter rail network and subway system.||View Media Kit|
|Signature Outdoor||Street-level digital out-of-home network located at 10 high-traffic Manchester intersections. Each location features a free-standing, double-sided, interactive touchscreen.||Street-level Urban Network Across Manchester||The Loop Manchester delivers more than 2.6 million weekly impressions across Manchester, the UK’s second fastest growing population (6.7 million). More than 20 million people visit the city each year.||View Media Kit|
|Signature Outdoor||Street-level digital out-of-home network located at 20 high-traffic Birmingham intersections. Each location features a free-standing, double-sided, interactive touchscreen.||Street-level Urban Network Across Birmingham||The Loop Birmingham reaches more than 1.1 million people each day. Birmingham is the largest city outside London.||View Media Kit|
|Universal Outdoor||Digital out-of-home network with more than 1400 screens across more than 250 shopping malls including Bluewater, Lakeside, The Oracle Centre and The Bullring||Shopping Malls||Reaches more than 30 million shopper each week (50% of the UK population)||View Media Kit|
|Universal Outdoor||Digital out-of-home network in over 100 Post Offices across the UK||Post Offices||Reach exceed 1 million customers each week. 1 in 3 of the UK population visit a Post Office each week. Average customer dwell time is over 15 minutes.||View Media Kit|
|Universal Outdoor||Digital out-of-home network in 75 cinemas lobbies across the UK||Cinemas||Reach exceeded 160 million in 2014. 60% female/40% male||View Media Kit|
|Universal Outdoor||Digital out-of-home network in more than 100 Pure Gym locations across the UK||Health Clubs||Reach exceed 24,000 health club members each month with an average dwell time of 90 minutes||View Media Kit|
|Universal Outdoor||Digital out-of-home network located at Golf Course Club Houses across the UK||Golf Courses||Reaching over 100,000 golfers each week. More than 80% male, Age 36+||View Media Kit|
|Verifone Media||Double-sided digital out-of-home screens mounted on top of London’s iconic black cabs, and an additional 15-inch digital screen inside of each cab||Taxis||More than 10.5 million people see taxi advertising in an average week. Screen content is location-aware and display real-time messages.||View Media Kit|
|WHSmith Travel Advertising Network||More than 130 digital out-of-home screens installed in WHSmith newsstands||Newsstands||Reach exceeds 6 million people each month at rail stations, airports, MOTO and Welcome Break service stations||View Media Kit|