The outdoor digital signage market is growing strongly in the UK. In the second quarter of 2010 the industry is up 16.2 percent on the previous year, reports the Outdoor Advertising Association (OAA).
The UK outdoor digital signage market is now contributing to 12.8 percent of the entire outdoor advertising sector making the United Kingdom one of the fastest growing areas in the industry.
While still lagging behind the indoor market – which is also healthy in the UK, the UK outdoor digital signage market is expected to continue to grow.
Types of UK industries involved in Outdoor Digital Signage
The largest users of outdoor screens in the UK are the transportation industry. UK railways, which play a far more integral role in public transportation than in the USA, have been keen users of outdoor screens for several years while other aspects of the transportation industry are now seeing the benefit.
Large digital bus stop advertisements are now being implemented and even taxi ranks are becoming prime locations for outdoor digital signage advertising.
Retail is also implementing its fair share of outdoor screens. More high streets are having digital billboards and free standing kiosks installed as the aesthetic benefits are even being realised by local authorities.
Fair Market Share?
There are some concerns, however, about the size of some of the UKs largest outdoor advertisers taking too much market share. This has been primarily been brought about by a large acquisition from the UK market leader of another large outdoor advertiser last year and the industry is being analysed by the Office for Fair Trading (formerly the Monopolies Commission)
But at least the UK market is healthy and is expected to continue to grow throughout 2010 and for several years to come.