In a bold move to drive expansion and unlock the full potential of one of the UK’s fastest-growing industries, Outsmart, the trade body representing out-of-home (OOH) advertising, has launched its new campaign titled ‘Vision for Growth’. 

The initiative outlines a strategic roadmap aimed at “turbocharging” growth and removing regulatory barriers that, according to the organisation, have long held the sector back.

A Fast-Growing Industry at a Crossroads

The OOH advertising industry has been on a remarkable upward trajectory, growing 7.7% year-on-year to reach a revenue of £1.4 billion in 2024. Far from being just another marketing channel, the sector plays a dual role – generating significant economic value while directly contributing to the public realm.

According to Outsmart, an impressive 40% of the sector’s income is reinvested back into the UK economy through vital infrastructure such as bus shelters, free public telephones, Wi-Fi access points, community information screens, and public defibrillators. 

With such a footprint in public spaces, OOH advertising is not just seen but also felt in everyday life.

Manifesto for Modernisation

In its new manifesto, Vision for Growth, Outsmart is calling on the government to take immediate steps to unlock further investment and create more opportunities across the nation. Key recommendations include:

Removing business rates on social infrastructure, a move aimed at reducing the financial burden on companies that provide community-facing amenities.

Extending express planning consents from five to ten years, offering more long-term security to businesses operating in the space.

Introducing a fast-track approval system to simplify planning and support stability for advertisers and local authorities alike.

These proposed reforms, Outsmart argues, would remove long-standing obstacles and pave the way for sustained growth, job creation, and stronger local communities.

A Strategic Partner in National Growth

Speaking on the campaign, the Director of Outsmart emphasised the sector’s role as a key driver of the United Kingdom economy, highlighting how OOH advertising not only brings revenue but also enriches the nation’s shared spaces. 

Their Vision for Growth outlines actionable steps that can unlock further investment, create jobs, and strengthen communities. By reforming business rates and simplifying planning approvals, they can remove the barriers to growth and ensure that Out of Home advertising delivers real, tangible benefits to the public and local authorities across the country.

The trade body’s calls are echoed by the Chair of the All-Party Parliamentary Group (APPG) for Advertising, who welcomed the report, noting that as Chair of the Advertising APPG, this report highlights the significant £1.4 billion contribution the OOH industry makes to the UK economy. 

Furthermore, they added that as one of the UK’s fastest-growing industries, it is a key business partner for growth and remains committed to investing in communities and creating jobs across the UK.

A United Industry with Impact

Outsmart represents a strong and diverse membership of over 55 companies, including major players such as JCDecaux, Clear Channel, Global, and Ocean. 

Together, these organisations not only form the backbone of the UK’s outdoor advertising landscape but also play an integral part in shaping public infrastructure and civic identity.

Looking Ahead

The Vision for Growth campaign arrives at a pivotal time. 

With the right government support, the OOH advertising industry has the capacity to scale even further – benefiting businesses, enriching public spaces, and supporting communities nationwide.

In conclusion

Outsmart’s manifesto is more than just a policy document – it’s a call to action. By embracing reform and recognising the dual economic and social contributions of the OOH sector, the UK can position itself at the forefront of innovative, community-conscious advertising. 

With £1.4 billion already flowing through this dynamic industry and a clear roadmap for further success, the opportunity for national growth is quite literally written on the walls.