UK Advertising Expenditure Hits £12.5 Billion in Q3 2025, Signaling OOH Market Growth – Thursday, January 29, 2026

UK advertising expenditure reached £12.5 billion in Q3 2025, highlighting a robust market and signaling continued growth in the out-of-home (OOH) sector. This substantial figure underscores the UK's significance for digital signage businesses, reflecting broader economic trends that influence advertising investments.

Who should care: DOOH network operators, digital signage program managers, ad-tech platform leaders, display technology decision-makers, and out-of-home advertising teams.

What happened?

In the third quarter of 2025, the UK’s advertising spend surged to £12.5 billion, marking a notable increase that underscores the strength and resilience of the advertising market. This rise is especially significant for the out-of-home (OOH) sector, which directly benefits from expanding advertising budgets. The latest report highlights the UK’s pivotal role as a key market for digital signage vendors and operators, reinforcing its importance within the global advertising ecosystem. As the advertising landscape continues to evolve, this substantial spend reflects a favorable economic environment that supports both digital and traditional advertising platforms. The £12.5 billion figure not only captures the current momentum but also signals a positive outlook for future investments in OOH media. Importantly, the report reveals that advertisers are increasingly valuing the reach and impact of OOH channels, integrating them more deeply into their comprehensive marketing strategies. This trend points to a growing recognition of OOH’s effectiveness in engaging audiences, which in turn drives sustained demand for digital signage solutions across the UK market.

Why now?

The timing of this report is particularly relevant as it coincides with a period of economic recovery and growth in the UK following recent global disruptions that constrained advertising budgets. Over the past 18 months, there has been a marked shift toward digital and OOH advertising, as businesses seek more dynamic, measurable, and engaging ways to connect with consumers. This shift is fueled by rapid technological advancements in digital signage, alongside a broader industry appreciation for the tangible impact OOH advertising delivers. Current economic conditions, combined with evolving consumer behaviors, have created an ideal environment for advertisers to increase their investment in these platforms, making this an opportune moment to capitalize on the expanding OOH market.

So what?

The rise in UK advertising spend signals strong market confidence and presents significant growth opportunities for the digital signage and OOH sectors. From a strategic perspective, companies should consider expanding their footprint in the UK to leverage these favorable economic conditions and broaden their advertising reach. Operationally, businesses may need to enhance their capabilities and scale resources to meet the increasing demand for digital signage solutions. This growth trajectory also opens the door for innovation and investment in cutting-edge technologies that can further improve the effectiveness and measurement of OOH campaigns. For stakeholders, this environment encourages proactive planning to capture market share and optimize the benefits of a thriving advertising landscape.

What this means for you:

• For DOOH network operators: Evaluate expansion opportunities within the UK market to capitalize on the surge in advertising spend.
• For digital signage program managers: Invest in advanced technologies that enhance audience engagement and provide robust measurement capabilities.
• For ad-tech platform leaders: Align your strategies with the growing demand for OOH advertising solutions to secure and grow your market presence.

Quick Hits

• Impact / Risk: The substantial growth in ad spend reduces the risk of market stagnation and highlights new revenue potential in the OOH sector.
• Operational Implication: Companies should prepare to scale operations and invest in innovative technologies to meet rising demand for digital signage.
• Action This Week: Review your current UK market strategies, assess technological readiness, and plan for potential expansion or increased investment in OOH advertising.