The UK outdoor advertising market remains flat: PWC reports a 0.2% revenue dip in H1 2025. DooH remains stable, while traditional OoH weakens. In contrast, Germany is expanding across both segments.
OoH: UK Stagnates While Germany Grows
British OoH industry association Outsmart reports a slight decline of 0.2 percent. According to PWC numbers, spending on outdoor advertising reached £644.9 million (around €744.8 million) in the first half of 2025. This contrasts sharply with the German market, which grew by 10 percent during the same period.
DooH holds 66% market share
Compared with Germany, the UK’s DooH sector is already far more developed. Digital revenues make up around 66 percent of the total and rose by 0.3 percent, holding steady compared to 2024. By contrast, traditional OoH declined by 1.3 percent.
Continued expansion of OoH
Andy Lobo, Director at PWC, noted: “Even though the industry is facing some broader macroeconomic headwinds, UK outdoor advertising continues to show resilience. Investment in OoH infrastructure – particularly in digital and programmatic formats – will drive growth in the future.”
This trend diverges not only from Germany but also from most other major advertising markets. In the United States, for example, the sector posted strong growth following a record Q1 and a stable Q2. Whether the generally subdued global market environment will affect results in the second half of the year remains to be seen.
