Screens continue to shine while posters remind us of their strength

New data released by Route re-affirms out of home as the most wide-reaching medium in Great Britain. 98% of the population sees it each week.

The data also reflects continued investment in new out of home infrastructure. In the last year, the number of digital screens measured by Route has increased by 40%. Digital out of home (DOOH) now offers advertisers the potential to reach 63% of the population in an average week. This is up by 50% in a year.

Owing to the urban clustering of the inventory, digital screen campaigns can offer significantly higher cover within cities. For example, each week 94% of Greater London will see a digital screen. This figure is 78% in Edinburgh, 85% in Glasgow, 89% in Birmingham and 93% in Leeds .

The profile of digital audiences tends to skew younger and more upmarket than the population as a whole, making them attractive prospects for many brands.

The data also signifies a heightened opportunity for brands to reach digital audiences in both Bristol and Liverpool. Here the availability of digital inventory has grown by 25% and 43% respectively in the last three months. This now means that advertisers can achieve 68% cover of Bristol and 73% cover of Liverpool on a weekly basis. You can explore the digital options in a little more depth using our interactive visualiser below.


Despite the heavy investment in public screens, it’s not the only weapon in out of home’s armoury. Posters continue to deliver significant audiences, a fact oft-forgotten amid the excitement of all things digital.

Being on show all the time the trusted poster still offers advertisers an effective means of reaching ubiquitous cover across a week.

Although posters will reach mass audiences, it is still possible to optimise campaigns to target specific sectors. For instance, ads in rail stations offer relatively affluent profiles (71% ABC1), posters in the tube will reach younger audiences (36% aged 18-34) and those in shopping malls will be more likely to be female (59%). [1]

The interactive dashboard below allows you to see exactly what audience posters within different environments will deliver for advertisers. These can be based on either:

  1. the total individuals who will see the campaign (reach)
  2. on the share of total campaign contacts (impacts)

While digital continues to take the limelight, the strength of traditional poster sites is not diminished and remains a viable option for brands wanting to efficiently engage with mass audiences.

[1] Poster profile information is based on all adults who see all posters (classic inventory) in a single week

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