2012 was another strong year for Outdoor advertising. The latest figures from the Outdoor Media Centre confirm that Outdoors share of display advertising has hit  10.3% share.

This is a major milestone for the outdoor industry and highlights the increasing significance of OOH in today’s media mix. The London Olympics in 2012 were a significant factor in the growth of Outdoors share, with many advertisers and brands tapping into the increasingly mobile audience.

2012 was also the year that digital out of home (DOOH) advertising reached a tipping point. Accounting for 19% of total Out of home expenditure, a huge £182,000,000 reflecting 42% yr on yr growth.

This growth bodes well for advertisers who are increasingly seeing the benefits of DOOH in delivering highly targeted, mobile connected and deeper creative messaging to brands.