The UK’s trade body for out-of-home advertising Outsmart has launched its ‘Vision for Growth’ campaign, which calls upon the government to “turbocharge” growth within the sector.
It laid out several recommendations to promote expansion within the industry including removing business rates on social infrastructure.
The manifesto also asked the government to extend express planning consents from five to ten years and introduce a fast-track approval system to “provide long-term stability”.
Tim Lumb, director of Outsmart said: “The Out of Home advertising sector is a key driver of the UK’s economy and plays a crucial role in our public spaces. Our Vision for Growth outlines actionable steps to unlock further investment, create jobs, and strengthen communities.
“By reforming business rates and simplifying planning approvals, we can remove barriers to growth, ensuring OOH not only thrives but delivers tangible benefits for the public and local authorities across the country.”
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
According to Outsmart, out-of-home advertising is one of the UK’s fastest-growing industries, expanding 7.7% year-on-year to a revenue of £1.4 billion in 2024.
The body added that out-of-home advertising reinvests 40% into the UK economy providing bus shelters, free telephones, Wi-Fi, community messaging and public defibrillators.
However, the association believes the sector is prevented from expansion by high business rates and “fragmented” policies. It states that by implementing the reforms the Government can aid the industry in improving public infrastructure and creating jobs.
Dame Karen Bradley DBE MP, chair of the Advertising APPG, said: “As Chair of the Advertising APPG, this Report highlights the significant £1.4bn contribution the Out of Home advertising industry makes to the UK economy.
“As one of the UK’s fastest growing industries, Out of Home Advertising is a key business partner for growth and this report touches on their continued priority to invest in our communities and create jobs across the UK.”
Outsmart has over 55 members including JCDecaux, Clear Channel, Global and Ocean.
