The Rise of Regional Reach– Why Brands Might Rethink London-Centric OOH

The UK’s Out-of-Home (OOH) advertising market is experiencing a resurgence, with ad spend forecast to reach £1.3 billion by 2025 according to Statista. Roadside displays continue to dominate the sector, followed closely by transport formats — which, according to Outsmart, accounted for ~52% of all OOH expenditure in 2024. This distribution highlights a key point: the strength of OOH lies in broad regional coverage. Increasingly, brands are moving beyond capitals markets to engage audiences across the North, Midlands, and Scotland — where campaigns meet people where they live, work, and move every day. 

Why the Shift? 

1. Regional Growth Is Accelerating
   With increased government investment, like the Levelling Up programme, and regeneration across the UK, cities like Manchester, Leeds, and Glasgow are now major economic and cultural hubs — not just “regional” outposts.
2. Smarter Spend, Stronger Impact
   Regional OOH often delivers better value. Less media saturation and more engaged audiences mean brands can stretch their budgets and still make noise.
3. Local Living Post-COVID
   Remote work and lifestyle changes mean people are spending more time in their local communities. OOH’s strength lies in reaching people where they live, not just where they commute.

Regional Markets to Watch — And What Makes Them Unique 

Birmingham 
As the UK’s second city, Birmingham is young, diverse, and commercially vibrant. The Bullring & Grand Central offers prime retail visibility, while Digbeth is a hotspot for creative, culture-led campaigns. New Street Station is one of the busiest transport hubs outside London, ideal for high-impact placements. 

“With the eagerly awaited arrival of the HS2 network providing improve travel times to and from London, Birmingham is set to experience a new lease of life to cement it’s claim of being the UK’s 2nd city. The city is a home to a vibrant nightlife, a wealth of culture and its placement in the centre of the UK’s motorway infrastructure ensures that it is a hub for business. Proposed new investment into Birmingham City FC, included a rumoured new stadium development as part of a “Sports Quarter” redevelopment of the East of the city will continue to see Birmingham evolve and adapt to the demands of being a modern city”- Gareth Prest, Director of Client Partnerships.

Bullring & Grand Central

Leeds 
A financial and digital hub with five universities, Leeds blends business and student life. The Trinity Leeds shopping centre and Leeds Station are high-traffic OOH spots. Areas like Call Lane and Belgrave Music Hall attract a youthful, trend-conscious audience perfect for bold, localised creative. 

Glasgow 
Scotland’s largest city combines urban density with cultural richness. The Buchanan Galleries, Queen Street Station, and venues like The Hydro provide access to both daily footfall and event-based audiences. Glasgow's strong local identity rewards brands that speak with authenticity and edge. 

“Glasgow is a city full of creative energy and cultural impact — and that’s exactly why we’re so invested here. From iconic mural backdrops to high-impact city centre screens, we’re helping brands connect with Glaswegians in meaningful, memorable ways." Donald Fenton, Director of Client Partnerships and Glaswegian resident. 

Aerial view of Glasgow, Scotland

Newcastle 
With a strong university presence and a growing tech sector, Newcastle is full of energy and pride. Locations like Eldon Square, Grey Street, and the Quayside are key for targeting both students and professionals. Humour, honesty, and hyper-local references work well here. 

Sheffield 
Sheffield’s mix of industrial heritage and indie spirit makes it a great fit for brands promoting sustainability, wellness, or creativity. Key OOH locations include The Moor and the Devonshire Quarter, which offer access to both shoppers and culture-seekers. 

Nottingham 
Home to a large student population and rich in history, Nottingham blends heritage with a rebellious edge. OOH near the Victoria Centre and Lace Market reaches a young, active audience that responds well to confident, culturally tuned messaging.  

Final Thoughts 

OOH advertising is evolving. It’s no longer just about dominating London— it’s about recognising the value in everyday interactions, in communities that are often underserved by national campaigns. Brands willing to rethink their media mix, go hyper-local, and invest in authenticity across regions will not only stretch their budgets further but also build deeper, more lasting connections. 

The age of London-centric dominance isn’t over — but the rise of regional reach has well and truly begun.