Intro: Why Billboards Still Matter
Billboards might be one of the oldest forms of advertising – but they’re far from outdated.
In fact, in a world flooded with digital noise, billboard advertising is more effective than ever. Big, bold, and impossible to scroll past, outdoor ads are a brilliant way to grab attention in the real world – whether you’re launching a product, building brand awareness, or just trying to be seen in the right place at the right time.
This guide breaks down everything you need to know about billboards for advertising in the UK in 2025 – from digital screens to pricing, formats, and how to book your first campaign.
What Counts as Billboard Advertising?
When we talk about billboard advertising, we’re really talking about a whole family of formats that sit under out-of-home (OOH) advertising – the ads you see out in the real world, not on your phone or laptop.
The main types include:
- Traditional billboards – printed posters on walls or roadside sites
- Digital billboards – high-res screens that can display motion or change by time of day
- Bus stop ads – sometimes called 6-sheets or Adshels, perfect for local targeting
- Giant digital spectaculars – like the iconic screen in Piccadilly Circus
Together, they form a media mix that can reach millions — in cities, suburbs, train stations, shopping centres, and beyond.
What Makes Billboards So Effective?
Simple: they’re unmissable.
Unlike online ads, you can’t skip or mute a billboard. They take up physical space, dominate their surroundings, and often become part of the cultural conversation. Just think about how many famous campaigns have started with a clever billboard.
They’re especially powerful for:
- Launching a new product or brand
- Reaching people in key cities or commuter zones
- Creating a big splash before a retail push or event
- Giving your brand more credibility and visibility
And thanks to tech, OOH is now more targeted, flexible and measurable than ever before.
Types of Billboard Ads You Can Book
Not all billboards are created equal. Here’s a quick breakdown:
Traditional Billboards
- Printed and posted, usually for 2-week cycles
- Found on roadsides, walkways, retail parks
- Simple but effective for broad reach
Digital Billboards
- Animated or static creative shown on screens
- You can run ads by time of day, weather, audience type
- Often used in busy city centres and transport hubs
Bus Stop Advertising (6-sheets)
- Ads that sit in bus shelters or street furniture
- Great for building frequency and local coverage
- Can be printed or digital
Other Outdoor Formats
- Large-format digital (like Piccadilly Lights)
- Rail station takeovers, airport screens, taxi ads
- Mobile billboards that drive around your target areas
Programmatic Digital OOH (pDOOH)
Programmatic DOOH lets you buy digital billboard space in real time, using data to target audiences more precisely — just like online ads.
You can:
- Buy impressions by location, time of day, weather, or audience segments
- Run dynamic content that adapts based on context
- Pause, adjust, or scale campaigns based on performance
It’s ideal for brands that want flexibility, data-driven targeting, or to test multiple creative variations.
We can run programmatic campaigns across premium screens in the UK (and globally), with full control and post-campaign reporting.
Excite OOH can help you mix and match formats based on your audience, budget and goals.
Where Can You Run Billboard Ads in the UK?
Pretty much everywhere. But some spots are more premium than others.
London Billboards (Most in-demand)
- Piccadilly Circus – the UK’s most famous digital billboard
- Shoreditch High Street – big reach among trendsetters and creatives
- Shepherd’s Bush & Westfield – perfect for retail-focused campaigns
- Euston & Waterloo – huge commuter footfall
Top Regional Cities
- Manchester – sites across Deansgate, Northern Quarter, Trafford
- Birmingham – Five Ways, Grand Central, Smallbrook
- Leeds, Glasgow, Liverpool – all with strong local media networks
We work across the full UK network — so wherever you need to show up, we can get you there.
Billboard Sizes & Dimensions
| Format | Size | Where You’ll See It |
|---|---|---|
| 48-sheet | 6.1m x 3m | Roadside, retail, commuter routes |
| 96-sheet | 12m x 3m | High-impact banner or wrap sites |
| 6-sheet | 1.2m x 1.8m | Bus stops, high streets, shopping areas |
| Digital | Varies (2–60m²+) | Anywhere from high streets to stadiums |
We’ll always provide spec sheets so your creative fits perfectly – and looks the part.
How Much Does Billboard Advertising Cost?
It varies — but here’s a ballpark guide for 2-week bookings:
| Format | Typical Price Range |
|---|---|
| 6-sheet | £150–£750 per panel |
| 48-sheet (static) | £500–£2,500 |
| 48-sheet (digital) | £1,200–£4,000 |
| Premium digital (e.g. Piccadilly) | £15,000–£300,000+ |
Factors that affect price:
- Location (London vs regional)
- Format (static vs digital)
- Time of year (Q4 is busiest)
- Booking length and volume
Programmatic digital billboard rates work differently — they’re usually priced on a CPM (cost per thousand impressions) basis, and can start from £10–£30 CPM, depending on the screen and audience.
At Excite, we negotiate competitive billboard advertising rates on your behalf — and help you get the most out of your budget.
In short, billboard advertising prices in the UK typically range from £300 for local bus stop ads to £15,000+ for premium digital billboard campaigns in major cities like London.
What Makes a Billboard Ad Stand Out?
You’ve got seconds to grab someone’s attention. Here’s what helps:
- Big bold type – make it readable from a distance
- High-contrast colours – avoid subtle tones or low contrast
- Simple message – stick to one idea or call to action
- Strong branding – logo or product front and centre
- Motion (for digital) – use animation, dayparting or sequencing
If you need help with the creative, we can either design it for you or connect you with brilliant partners.
How to Book a Billboard Campaign
If you’re going DIY, you’d need to contact each media owner (like Global, JCDecaux, Bauer Media Outdoor) individually.
Or — you can let us do the legwork.
Here’s how it works with Excite OOH:
- You brief us on your goals, audience and budget
- We plan a strategy using real-time availability
- We book and manage all placements and deadlines
- You get live date confirmation + proof of posting
- We send a post-campaign report with insights and imagery
We also offer creative, PR and influencer support if you want to amplify beyond OOH.
Can You Measure Billboard Performance?
Yes — and it’s getting better every year.
While billboard advertising is still mostly awareness-based, we can measure:
- Uplifts in search, direct traffic or social mentions
- Brand recall (via survey tools)
- Estimated reach & impressions
- Footfall tracking in key locations
We also provide creative heatmaps, photos, and analytics as part of your campaign report.
We cover all of this in more detail in our dedicated post on how to measure out-of-home advertising effectively.
Final Thoughts
Whether you’re booking your first billboard or scaling a national rollout, OOH is still one of the best ways to make your brand unmissable.
And with digital formats, data-led planning and creative support all under one roof, Excite OOH makes it easier than ever to get started.
Frequently Asked Questions about Billboard Advertising
Programmatic DOOH (Digital Out-of-Home) is a way of buying billboard ads in real time, using data like location, weather, time of day, or audience behaviour.
It offers more flexibility, smarter targeting, and is often charged by impressions — making it a great option for short-term or test campaigns.
Absolutely. In a world where people are bombarded with digital content, outdoor advertising stands out. Billboard ads are big, bold, and can’t be skipped — making them a powerful tool for brand awareness, product launches, and local activation.
And with digital and programmatic formats, it’s now easier to track, adapt and optimise campaigns than ever before.
Want to Plan a Billboard Campaign?
Let’s talk.
We’ll help you find the right locations, formats and creative to get your message in front of the right people — from bus stops in Brixton to digital billboards in Manchester and everything in between.
