Outsmart is calling on the government to support bolstering growth in the OOH sector by removing business rates on social infrastructure and extending express planning consents from five years to 10 years.
The recommendations are part of a new report published by the OOH advertising trade body aimed at addressing current barriers to OOH growth.
While OOH investment grew 7.7% to hit an all-time record for ad revenue in the UK last year (£1.4bn), investment in OOH as a share of total UK adspend has remained relatively stagnant in the years following the Covid-19 pandemic.
In Vision for Growth, Outsmart explained that by removing business rates on social infrastructure, media owners would be able to reinvest more in public spaces — something that would benefit local communities as well as simplify financial processes for councils.
According to Outsmart, the industry reinvests up to 40% of its revenue into the UK economy, creating jobs and supporting infrastructure by providing bus shelters, free phone, Wi-Fi and public defibrillators.
Meanwhile, extending express planning consents by five years — as well as introducing a fast-track approval mechanism — would help offer long-term stability for the sector, Outsmart argued.
By implementing these proposals, the government would enable the OOH industry to play a greater role in improving public infrastructure while creating jobs and enhancing the urban environment, the trade body said.
The latest Advertising Association and Warc Expediture Report estimated that OOH grew by 10.3% in 2024 and forecast the sector to increase by a further 7.2% this year.
“The OOH advertising sector is a key driver of the UK’s economy and plays a crucial role in our public spaces,” commented Outsmart director Tim Lumb. “Our Vision for Growth outlines actionable steps to unlock further investment, create jobs and strengthen communities.
“By reforming business rates and simplifying planning approvals, we can remove barriers to growth, ensuring OOH not only thrives but delivers tangible benefits for the public and local authorities across the country.”
The full report can be found here.
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