Out of home (OOH) advertising revenue grew 12.7% year-on-year in Q2 2026 totalling £402.6m, reports Outsmart, the UK trade body for the OOH advertising industry.
The figures, collated by PwC, reveal that digital out of home (DOOH) revenue grew by 14.6% and classic OOH grew by 8.8%.
It’s the highest ever Q2 reported for OOH and the second highest quarter in history, after Q4 2025. The results also mark the second consecutive quarter of double-digit growth for the sector.
DOOH’s share of revenue in Q2 was 68%, up one percentage point from its annual share in both 2024 and 2025.
Justin Cochrane, chair of Outsmart, said the strong quarter demonstrates the “continued confidence that brands have in the medium’s creativity, reach and effectiveness”.
For H1 2026, overall revenues grew 13.7% year on year, totalling revenue of £743.9m, with DOOH growing 15.9% and classic growing 9.4%.
Andy Lobo, director at PwC, said DOOH’s H1 growth is “ahead of the global growth of some of the major internet advertising platforms”.
Luke Willbourn, MD of specialist OOH agency Talon, said OOH is becoming “an increasingly powerful performance driver” as more sites become digital, allowing for “better data, smarter planning tools, more dynamic creative and clearer measurement”.
The growth can be attributed in part to the FIFA World Cup.
Responding to the figures, Dallas Wiles, co-CEO of JCDecaux UK, said that the FIFA World Cup and wider summer of sport showed the “medium at its best, bringing brands into the heart of shared cultural moments, connecting with audiences at scale across the UK”.
He added: “The continued growth of programmatic DOOH is giving brands even greater flexibility and precision, strengthening OOH’s role within omnichannel campaigns.”
Programmatic was JCDecaux’s fastest growing revenue stream in H1 2026, accounting for 12.3% of the group’s digital revenue after growing 30.9% organically in H1.
12% of JCDecaux’s digital inventory is now traded programmatically, compared with an industry average of around 7%.
Willbourn also noted that programmatic is helping unlock new budgets because it makes the channel “easier to activate, optimise and measure alongside the wider digital media mix”.
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