INDUSTRY / NEWS Outsmart reports decline in UK OOH industry Outsmart, the trade body for the UK out-of-home (OOH) advertising industry, has reported that UK OOH revenues for the first half of this year total £644.9m, a marginal decline of 0.2% compared to the same period last year. The figures, collated by PricewaterhouseCoopers (PwC), also show a -1.2% decline in overall revenues in Q2 of 2025 compared with Q2 2024, with total revenues of £350.4m reported in Q2 2025. While digital out-of-home (DOOH) revenue grew by 0.3%, classic OOH is down by 1.3%, leading to the overall decline. Digital’s share of revenue in the first half of 2025 is 66%, the same year on year as 2024, with digital declining by -0.7% and classic declining by -2.2% year on year. This is seemingly in contrast to Outsmart’s report earlier this year revealing £1.4bn in UK revenue for OOH in 2024, the highest recorded value for the industry. Outsmart says the marginal decline “reflects OOH’s resilience” The World Out of Home Organization (WOO) Annual Congress 2026 will be held in London from June 3rd to 5th. The event, first announced in the 2025 WOO Congress in Mexico City, will begin on Wednesday June 3rd with a drinks reception, followed by two full days of professional speakers and interactive sessions. The annual WOO Global Awards, which recognise excellence in the out-ofhome (OOH) advertising industry, will be presented on June 4th at a gala dinner event. WOO will also be holding its post-congress celebration on the Friday evening, with a location for the event to be announced in due course. Registration for the WOO Annual Congress will open in November, with registration available through the organisation’s website. WOO president Tom Goddard has labelled London as “one of the traditional homes of the OOH industry” By Jonathan Pert WOO returns to London Analysis firm, Plimsoll, has released its latest independent analysis of the UK signage industry, showing that 237 companies in the UK sign-making industry are in financial danger. According to the analysis, based on information from Companies House, out of 927 leading firms in the UK more than one in six are serial loss-makers, which it says are “undercutting rivals and driving down profit margins across the market.” Plimsoll says these businesses not only weaken their own prospects but add to “market congestion” by competing aggressively on price. According to the research, this represents both a threat and an opportunity for healthier companies, comparing the risk of eroded margins in the short term with the chance to acquire struggling rivals at discounted valuations and strengthening market share. However, the analysis of the industry highlights resilience within the signage industry: 411 companies are reportedly generating the strongest profits, while hundreds more have been labelled by Plimsoll as providing “viable takeover opportunities.” Plimsoll has labelled the industry as being far from stagnant, with its findings showing that overall growth reached 6.5% in the past year, with 13 companies increasing sales by more than 10%. According to the analysis, 456 firms recorded higher sales, in comparison to 391 that reported declines. These figures have been highlighted by Plimsoll as underlining the uneven distribution of growth, saying: “While some companies are capitalising on strong demand from retail, construction, and events, others are f a l l i n g behind as competition intensifies and customer budgets tighten.” A statement from Plimsoll about the analysis says that “the data points to an industry caught between financial strain and a wave of potential consolidation.” 245 companies analysed were rated as being “highly attractive acquisition targets,” with a further 610 listed as worth considering for acquisition. Plimsoll says that with over two-thirds of the market identified as ripe for consolidation, the findings suggest a fragmented industry where scale and efficiency may decide who thrives. The analysis claims that smaller operators, often dependent on narrow client bases, face UK signage companies in danger, according to report growing pressure from larger rivals that can spread costs across wider networks and invest in digital production technologies. According to Plimsoll’s report, margins across the industry average at just 1.6%. Only four companies are labelled as “genuine up-and-coming competitive threats,” which Plimsoll says highlights how difficult it is for smaller firms to break through and generate significant profit. The company says: “For operators trying to sustain themselves in this environment, benchmarking performance against competitors is essential. The ability to control costs, invest in efficient machinery and target niche growth areas will increasingly separate the winners from those sliding into financial distress.” By Jonathan Pert Plimsoll claims that many companies are falling behind as competition intensifies 6 email: editor@signlink.co.uk Issue 261 - October / November 2025 By Jonathan Pert
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