The UK Outdoor advertising market grew by 4.4% in Q3 2025, with traditional, paper-and-paste style OOH growth (6.5%) notably outpacing Digital OOH (3.3%), according to industry trade body Outsmart. However, DOOH continues to account for two-thirds of overall OOH revenues.
This comes as the Advertising Association & Warc increased the forecast growth for OOH in 2025 in their latest Expenditure report to 3.1% year-on-year, compared to 6.8% for the wider UK ad market.
The growth of classic OOH formats is partly influenced by the new HFSS restrictions, which have been widely and voluntarily adopted by brands ahead of official rollout in Q1 2026. With HFSS brands forbidden from advertising on paid online and TV pre-watershed, many have pivoted to OOH as a means of reaching mass audiences. Thus, traditional OOH is seen as a safe channel for continuing to target consumers at scale.
