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A recent report by PwC, commissioned by the UK Out of Home (OOH) marketing body Outsmart, outlines the significant contribution of the OOH sector to society. In 2021, the UK OOH industry contributed $514 million to support public services, infrastructure, communities, and employees, representing 46% of its advertising revenue
Over the past 14 years, OOH media owners have invested $1.38 billion in installing and maintaining public infrastructure, including bus shelters and free telecommunications services.
PwC also estimates that an additional $36.3 million supported charities and communities through donations, heavily discounted or donated media space, and staff hours dedicated to charitable activities.
The report, based on a survey of OOH media owners representing 92% of industry revenue, also highlights the sector’s progress in sustainability, with over 90% of its electricity consumption now derived from renewable sources and an increased use of recyclable materials.
A director at Outsmart emphasized that the OOH sector is not only focused on effective advertising but also on investing in public services across the country and supporting good causes.
A Senior Manager at PwC added that the OOH sector has long benefited both advertisers and local communities, as demonstrated by the wide range of investments and initiatives from media owners, from funding public infrastructure to promoting diversity on advertising screens nationwide. The sector is also making strides in addressing broader environmental and social challenges.
Participating media owners in the report included Alight Media, Bay Media, BlowUP Media, Clear Channel, Global, JCDecaux UK, Mass Media, Ocean Outdoor, and Wildstone.