Introduction
London is one of the most powerful cities in the world for out-of-home (OOH) advertising – and a key battleground for brands investing in out of home marketing and outdoor advertising across the UK.
With over 9 million residents, millions of tourists, and some of the highest footfall in Europe, it’s no surprise that brands across fashion, tech, FMCG, and hospitality choose London to make bold, real-world statements.
In this guide, we’ll walk you through the full landscape of advertising in London – from Tube and taxi formats to planning tips, campaign costs, and how to get started.
Why Advertise in London?
London isn’t just the capital of the UK – it’s the marketing capital too. Whether you’re focused on national awareness or borough-level targeting, OOH media in London delivers unmatched flexibility and credibility.
Key Reasons to Launch OOH in London:
Massive Reach – 9M+ residents, 4M daily Tube journeys, 2M+ vehicles on the road each day
Cultural Authority – Visibility in London gives your brand instant scale and status
Creative Freedom – From digital dominations to gritty flyposting, there’s a format for every brand tone
Hyper-local Targeting – Borough-specific, postcode-level OOH targeting is entirely possible
📌 Want help choosing the right location or format? Contact our planning team here.
Key OOH Advertising Formats in London
OOH in London is diverse and dynamic. Below is a deeper look at the most effective formats – with examples, creative tips, and audience context.
London Underground Advertising
London’s Underground remains one of the most impactful forms of OOH media, combining scale and dwell time for both brand-led and direct-response OOH ads.
The London Underground offers high dwell time, premium targeting, and incredible frequency. With 270+ stations and millions of daily impressions, it’s a must-consider for brand visibility.
Available Formats:
4-, 6- and 48-sheet corridor posters
Digital escalator panels (DEPs)
Station takeovers and vinyl wraps
Best For:
Mass awareness, entertainment, tech, FMCG
Long copy creative or sequential storytelling
High-frequency commuter exposure
Audience Profile:
Office workers, students, tourists, everyday commuters
AB demographics in Zone 1–2 stations
📌 Explore Underground advertising options here.
London Taxi Advertising
Black cabs are iconic, trusted, and deeply woven into the city’s identity.
Fully wrapped taxis are are a standout example of out of home marketing being a flexible, mobile format perfect for creative campaigns or premium launches.
Available Formats:
Full livery wraps
Supersides
Interior panels
Best For:
Luxury retail, fashion, finance, events
PR stunts, customer journeys, content creation
Experiential sampling or QR-based engagement
Audience Profile:
Tourists, corporate travellers, affluent locals
📌 Learn more about London Taxi advertising here.
London Bus Advertising
Buses travel across every corner of London – through residential, commercial and retail zones – offering unrivalled street-level visibility.
Available Formats:
Supersides
T-sides and mega rears
Full bus wraps
Best For:
Consumer products, events, food & drink
Broad reach, cost-effective repetition
Audience Profile:
City workers, families, students, everyday road users
📌 View London bus advertising options here.
Billboard Advertising in London
London offers a huge range of billboard types – from gritty East London murals to digital screens at key junctions.
Available Formats:
Classic 48/96-sheet paper billboards
Premium digital billboards
- Bus stops and urban panels
Murals and hand-painted walls
Flyposting and ambient takeovers
Best For:
Statement campaigns, launches, brand awareness
Gen Z engagement (flyposting)
Premium digital activations with real-time triggers
Audience Profile:
Borough-specific demographics (e.g. Shoreditch creatives vs. Kensington professionals)
📌 Learn more about how OOH works here.
How Much Does Outdoor Advertising Cost in London?
OOH media is one of the most cost-effective ways to reach mass audiences in a trusted, viewable format – especially compared to digital and social ads where costs are rising and attention is fragmented.
Here’s a rough pricing guide (for 2-week campaigns):
| Format | Cost Estimate (2 Weeks) |
|---|---|
| Tube Car Panels | From £18 per panel |
| Tube Posters | From £750 |
| Bus Supersides (10 units) | Around £4,000 |
| Taxi Wraps (5–10 taxis) | From £3,000 |
| Digital Billboards | £1,500 – £15,000 |
| Flyposting | From £5,000 |
How to Plan an OOH Campaign in London
Our planners help match the right OOH media formats to your campaign goals, ensuring you maximise both impact and ROI.
Running a successful campaign in London starts with:
Clarifying Your Goal – Awareness? Footfall? Lead generation?
Matching Format to Objective – Big billboards for brand launch; taxis for sampling; Tube for daily repetition
Geographic Targeting – Are you going city-wide, or borough-specific (e.g. Hackney vs. Soho)?
Creative Strategy – Static or dynamic? Gritty or luxury? QR codes, motion, or sensory elements?
Measurement Plan – Include footfall uplift, QR engagement, or brand search spikes
📌 See real examples of our previous work here.
Campaign Spotlight: Prime Video x Excite OOH
We helped launch Deep Cover for Prime Video with a bold flyposting campaign across filming locations in Shoreditch. The OOH activation created instant social buzz, appeared in press coverage, and generated thousands of impressions within days.
Format: 4-sheet flyposting
Locations: Shoreditch & East London
Result: Viral social content + increased streaming traffic
Frequently Asked Questions
We recommend a mix of taxis, digital bus stops, and Tube formats for maximum visibility in key Zones 1–2.
Yes – we offer postcode-specific targeting and borough-level media plans.
Out of home marketing complements digital by reaching people when they’re offline. It builds trust, drives searches, and boosts recall – especially when combined with paid social or search campaigns.
OOH advertising offers massive visibility in key areas like the Underground, high streets, and main roads. It’s a trusted way to build brand awareness and drive action in a crowded digital landscape.
Yes. Outdoor advertising in the UK can be scaled to suit your budget – whether it’s flyposting in East London or digital billboards in premium retail zones. It’s one of the most efficient ways to gain real-world exposure.
Ready to Advertise in London?
If you’re planning to invest in outdoor advertising in the UK, London is the place to make a statement – but with so many formats, suppliers, and pricing models, it helps to have the right partner.
As a modern, independent outdoor advertising agency, Excite OOH works across every format to deliver smart, targeted campaigns that cut through – without inflated media owner fees or unnecessary complexity.
We’ll guide you through the best OOH options for your goals, from taxis and Tube panels to billboards and flyposting, and manage everything from planning to delivery.
Share your brief with us today here.
