An Informative Guide to Billboards in the UK

Billboards have long been a popular and effective advertising medium, capturing the attention of a wide audience in the UK. In this comprehensive guide, we will explore the world of billboard advertising, discussing what they are, why businesses should use them, the cost to advertise in the UK, what makes a good billboard advert, the difference between traditional and digital formats, popular billboard sizes in the UK, and provide a concluding overview of their effectiveness as an advertising tool. 

What Is A Billboard?

Billboards are large outdoor advertising structures that display eye-catching visuals and messages. They are strategically placed in high-traffic areas, such as busy roads, city centres, and shopping districts, to maximise visibility and reach a wide audience. Billboard advertising is designed to capture attention and create brand awareness, making them a valuable tool for businesses looking to promote their products or services.

Why Should Businesses Use Billboards?

There are several compelling reasons why businesses should consider using billboard advertising as part of their advertising strategy:

1. Wide Reach: Billboards have the ability to reach a large and diverse audience. By placing billboards in high-traffic areas, businesses can ensure that their message is seen by a wide range of potential customers.

2. Visual Impact: Billboards offer a large canvas for impactful visuals and creative designs. Bold colors, captivating images, and concise messaging can grab the attention of passersby and create a memorable impression.

3. Brand Awareness: Billboard advertising can significantly increase brand visibility and awareness. The repeated exposure to a brand’s message helps to reinforce brand recognition and recall, making it more likely for consumers to choose that brand when making purchasing decisions.

4. Continuous Exposure: Unlike other forms of advertising that have time limitations, billboards provide continuous exposure. They are visible 24/7, ensuring that the brand’s message is seen by the audience at any time of the day.

How Much Do Billboards Cost in the UK?

The cost of billboard advertising in the UK can vary depending on several factors, including location, size, duration of the campaign, and demand. Generally, billboards in high-traffic areas and prime locations tend to be more expensive. The most common pricing model for billboards is based on a cost per thousand impressions (CPM), which calculates the cost for every thousand people who see the advertisement.

In the UK, the cost of billboards can range from a few hundred pounds per week for smaller, less prominent locations to several thousand pounds per week for premium locations in major cities. It’s essential for businesses to consider their budget and target audience when deciding on the cost and placement of their billboard campaign.

What Makes a Good Billboard Advert?

Creating a successful billboard advert requires careful planning and consideration. Here are some key elements that make a good billboard advert:


Keep the message clear, concise, and easy to understand at a glance. Billboards are typically seen from a distance and for a brief period, so simplicity is key to ensuring that the message is quickly and easily absorbed.

Visual Impact

Use bold and eye-catching visuals to grab attention. High-resolution images, vibrant colours, and creative designs can make a billboard stand out and leave a lasting impression on viewers.

Call to Action

Include a clear and compelling call to action in the advert. Encourage viewers to take a specific action, such as visiting a website, calling a phone number, or visiting a physical store.


Ensure that the advert aligns with the brand’s identity and incorporates recognisable brand elements, such as the logo or brand colours. Consistency in branding helps to establish recognition and reinforce brand association in the minds of viewers.

Billboards in the UK

Digital & Traditional

Traditional billboards are static displays that consist of printed vinyl or paper advertisements mounted on a large board. They are typically made up of multiple sections and require manual installation and replacement. Traditional billboards offer a cost-effective option for businesses looking to reach a wide audience with a static message.

Digital billboards are a more modern and dynamic form of billboard advertising. Instead of static displays, digital billboards utilise LED or LCD screens to display digital content. These electronic billboards can change messages and visuals periodically, allowing for greater flexibility and creativity in advertising campaigns. Digital billboards offer real-time updates and the ability to incorporate animations and videos, capturing the attention of viewers in a dynamic and engaging way.

What are the Popular Sizes in the UK?

In the UK, two popular billboard sizes are the 48 sheet and the 96 sheet:

1. 48 Sheet: A 48-sheet billboard measures 20 feet wide by 10 feet high (6.1 meters by 3.05 meters). It is a common size used in outdoor advertising and offers a good balance between visibility and cost-effectiveness.

2. 96 Sheet: A 96-sheet billboard measures 40 feet wide by 10 feet high (12.2 meters by 3.05 meters). It is a larger format that provides maximum impact and visibility. 96-sheet billboards are typically located in prime locations and offer great exposure to a wide audience.

In Conclusion

Billboards remain a powerful and effective advertising medium in the UK, offering businesses the opportunity to reach a large and diverse audience. Their wide reach, visual impact, continuous exposure, and ability to create brand awareness make them a valuable tool in any marketing strategy. Whether traditional or digital, billboards provide a canvas for creativity and storytelling, allowing businesses to capture attention and leave a lasting impression on viewers.

When considering billboard advertising, businesses should carefully consider the cost, location, and design of their campaigns to maximize effectiveness. By understanding the different types of billboards, the cost considerations, and the elements that make a good billboard advert, businesses can leverage this powerful advertising medium to enhance their brand visibility and drive customer engagement.

Please feel free to get in touch with us to discuss your next  billboard advertising campaign.

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