Is out of home advertising still worth planning in 2026?
For the right brief, yes. UK out of home revenue reached a record £1.44bn in 2025, with digital screens now around two-thirds of it. Planned against audience data and joined up with your digital channels, OOH and DOOH still deliver broad, hard-to-skip reach.
What we do
Out of home covers roadside billboards, transit and street furniture; digital out of home adds full-motion screens that can change by time of day, location or trigger. We plan both across the major outdoor owners - among them JCDecaux, Global, Bauer Outdoor, blowUP media, Alight and Elonex - choosing sites and formats on the audience they actually reach rather than on the headline poster.
The strength of the medium is its reach and presence: it is broadcast in the physical world, and it cannot be scrolled past or blocked. The discipline is targeting that reach against the right audience and the right moment, then measuring it, which is how we plan every OOH and DOOH campaign.
What you get
An out of home plan chosen on audience and location data, negotiated across owners in your interest. Digital screens planned for the flexibility they offer, not just booked as static sites. And integration with the rest of the plan, so OOH builds the awareness that your search, social and programmatic activity then converts.
Out of home that pulls its weight
Out of home works hardest when it is part of a joined-up plan and held to a target. Our public sector campaign for Safer Streets, run with Darlington Borough Council and Durham Constabulary, used OOH and DOOH alongside paid social and display and reached more than 200,000 local profiles. Out of home has also carried many of our transport campaigns, from supermarket screens for the Long Ashton Park and Ride free travel days to roadside sites on the routes into Bath for Bath Park and Ride's evening services and screens in budget gyms for bus driver recruitment. You can see more of this work in public sector and local authority and, for transit-led campaigns, public transportation.
Common questions
What is the difference between OOH and DOOH?
OOH, or out of home, is any advertising the audience sees outside the home: billboards, transit, bus shelters and street furniture. DOOH, digital out of home, is the digital screen version, which can change creative by time of day, location or a live trigger such as weather. Most modern plans use a blend of the two.
Can out of home be targeted and measured?
Yes. We plan against recognised audience data to choose locations that reach the right people, and digital screens allow more precise scheduling and creative rotation. Measurement is not as granular as digital media, but reach and audience delivery can be estimated and reviewed against the plan.
Which outdoor media owners do you buy from?
We buy across the major UK outdoor owners, including JCDecaux, Global, Bauer Outdoor, blowUP media, Alight and Elonex. We name them as buying options and choose sites on merit for your brief, not because of any commercial arrangement.
Does out of home work on its own?
It can build strong awareness on its own, but it usually performs best as part of a mix. Out of home creates broad reach and prompts; digital channels then capture and convert the demand it generates. We plan the two together so each supports the other.
Considering out of home for your next campaign?
Call +44 (0) 191 933 7588, email info.route@route.agency, or send us your brief.