When you’re out and about in high-traffic areas, chances are there’s a billboard within sight. Nearly 20 million UK adults will have seen at least one billboard in the past week alone - what if one of them was yours?

As a powerful method to capture the attention of commuters, shoppers, and pedestrians, billboards provide an effective way for businesses to shout their messages from the rooftops. For UK businesses looking to maximise their advertising impact, a well-thought-out local billboard advertising strategy can help to kick your marketing up a gear. Here’s how.

Local billboard advertising

Simply put, local billboard advertising involves placing large advertisements in strategic locations to attract the attention of passersby. In many ways, billboards are unique - they’re simply unavoidable. They are also visible 24/7, providing constant exposure to your message. However, to make the most out of this advertising medium, it's crucial to understand how to use billboards in a way that caters to your specific goals and objectives.

High visibility

Literally - they’re often placed high up, and therefore very visible. One of the most significant benefits of billboard advertising is the fact that they are large and often placed in high-traffic areas, ensuring that they are seen by a vast number of people daily. Whether it's along busy roads, in city centres, or near popular landmarks, billboards capture the attention of both drivers and pedestrians alike.

Brand awareness and recognition

Billboards are an excellent tool for building brand awareness and recognition. By consistently displaying your brand logo, colours, and message, you create a lasting impression on viewers - they become familiar with you. Over time, repeated exposure to your billboard can significantly enhance brand recall and loyalty. For new businesses or those launching new products, local billboards can serve as a powerful introduction to the market.

To maximise the impact of your local billboard advertising campaign, it's crucial to plan ahead. Here are some key considerations for your strategy:

Time and place

When selecting locations, consider factors such as:

• Traffic volume

• Visibility

• Proximity to your target audience
• Environment/surrounding area

High-traffic areas like major roads, highways, and busy city centres are ideal for maximum exposure.

Digital billboards

Digital billboards offer dynamic and versatile advertising opportunities. Unlike traditional static billboards, digital billboards can display multiple advertisements in rotation, allowing you to showcase different messages or promotions throughout the day. It’s also a great opportunity to add more of a narrative to your marketing, such as showcasing multiple examples of your customers and the different ways your services have helped them.

Cost considerations

Local billboard advertising costs vary depending on the area in which you want your ad to be, the size of it, and how long you want it there for. High-traffic areas and larger billboards typically command higher prices. However, it’s often a worthwhile investment, given the extensive reach and visibility offered by billboards.

When planning your budget, consider both the upfront costs and any ongoing expenses, such as design and maintenance - maybe a bigger ad with a shorter run will work out better than multiple smaller ads, for example. By setting clear objectives and tracking key performance indicators (KPIs), you can measure the campaign's effectiveness and adjust your strategy as needed to maximize results.