Outdoor advertising in the UK is undergoing a transformation. Approximately 65% of all out-of-home (OOH) advertising revenue in the UK now comes from digital out-of-home (DOOH) formats.

This marks a significant shift towards digital billboards and displays, which are increasingly replacing traditional static billboards. The Digital OOH sector has grown rapidly, with revenues increasing steadily year-over-year, driven by technological advancements and the flexibility digital formats offer for advertisers.

Here’s how outdoor advertising is changing and what marketers need to know to stay ahead.

The Rise of Digital Out-of-Home (DOOH)

Digital out-of-home (DOOH) advertising is at the forefront of this transformation. The traditional static poster has been replaced by high-resolution digital screens capable of delivering real-time, context-driven content. Whether at busy train stations, on high streets, or in shopping centres, these screens are everywhere, and they’re giving brands the flexibility to deliver relevant, timely messages to their audiences.

What’s more, the creative potential is endless. Digital screens can display video content, motion graphics, and multiple campaigns, meaning brands can be more creative and responsive than ever before. Take London’s iconic Piccadilly Lights, for example—these immersive displays are becoming the new standard for outdoor advertising, capturing attention and creating unforgettable brand moments.

Data-Driven Campaigns for Personalisation

One of the most exciting developments in outdoor advertising is the ability to leverage data for smarter targeting. Thanks to advancements in mobile technology and location-based data, brands can now deliver highly personalised, location-specific ads. Imagine a campaign that shifts based on the weather—hot drinks on a cold day, or ice-cold beverages when the sun is shining. That’s the power of data-driven outdoor advertising.

This level of personalisation makes campaigns feel more relevant and increases engagement. No longer is outdoor advertising a generic, one-size-fits-all approach—it’s now laser-focused, delivering the right message to the right audience at the perfect time.

Interactive and Immersive Experiences

Today’s consumers want more than just passive advertising—they’re looking for experiences. Outdoor advertising is evolving to meet this demand with interactive and immersive campaigns that draw people in. Whether it’s through augmented reality (AR) billboards or QR codes that unlock exclusive content, brands are creating memorable, engaging experiences that go beyond traditional media placements.

Interactive campaigns are particularly effective for capturing the attention of younger, digitally-savvy audiences. By blending the physical and digital worlds, brands like Pepsi and McDonald’s have successfully engaged UK consumers with outdoor campaigns that offer something more—an experience that sticks with them long after they’ve left the ad behind.

Sustainability in Outdoor Advertising

As consumers become more eco-conscious, brands are increasingly looking to reflect those values in their advertising. Outdoor advertising is no exception. From solar-powered digital displays to recycled materials, sustainability is becoming a key consideration for many campaigns. Some digital billboards are now run entirely on renewable energy, reducing their carbon footprint and helping brands align with the green values of today’s consumers.

This focus on sustainability doesn’t just make environmental sense—it makes marketing sense too. Brands that demonstrate their commitment to green practices can build stronger, more authentic connections with audiences who care about the planet.

Measurability and Accountability

One of the biggest criticisms of traditional outdoor advertising was the difficulty in measuring its effectiveness. That’s changing. Today’s DOOH platforms come equipped with real-time analytics that give marketers valuable insights into audience demographics, impressions, and campaign performance. This data provides transparency and accountability, allowing brands to track the success of their campaigns and make adjustments to optimise performance.

With these new measurement tools, outdoor advertising is becoming a more data-driven, results-oriented part of the marketing mix, offering the same level of precision as digital campaigns but with the impact of a physical presence.

The Future of Outdoor Advertising in the UK

As technology continues to advance, outdoor advertising in the UK will only become more dynamic, interactive, and data-driven. For marketers, this evolution presents exciting opportunities to reach audiences in new, creative ways while making campaigns more relevant, sustainable, and measurable. Outdoor advertising is fantastic for grabbing an audience’s attention—but in some cases, can create deeper connections with consumers in the spaces where they live, work, and play.