✅ Billboard Advertising Statistics | Billboard Statistics (2022)

✅ Billboard Advertising Statistics | Billboard Statistics (1)

Billboard advertising refers to large banners of advertising space places outdoors or in public places. It is also called a hoarding in the United Kingdom and other parts of the world. These large structures are more commonly found in motorways and areas with high traffic of people.

Typically they are appealing to the general public by conveying witty slogans or outstanding images in an attempt to drive attention. The largest billboards are usually found located primarily on major motorways expressways or principal arterials, and high-density pedestrian street.

In every street, shopping center or road, the gigantic 14×48 ads of Google, Netflix, Amazon cover loom over leveraging billboard advertising and increasing brand awareness.

Not long ago, billboards were considered as outdated and irrelevant next to the petrol station or our motorways but today they are one of the fastest-growing advertising formats on the market. But it is growing because digital is becoming so commonplace.

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✅ Billboard Advertising Statistics | Billboard Statistics (2)

Top Billboard advertising statistics you should know

  1. Billboard advertising costs 80% less than television
  2. With an average CPM of $5.22, billboards are, in may cases, less cost-prohibitive than online ads whose prices continue to grow
  3. 71% of Consumers Often Look at the Messages on Roadside Billboards
  4. Nearly 26% of consumers visited a store as a result of seeing an OOH ad
  5. Billboards make up 66% of the OOH advertising market
  6. Over 7,800 digital billboards are currently active in the US
  7. In the US, there are around 370k active billboards and about 15k new ones added each year
  8. The average cost per billboard in the UK is £200-500 for two week
  9. Billboard advertising only makes up about 7% of the total ad budget
  10. Clear Channel UK, the second-largest providers of OOH advertising has around 4000 billboards across the UK
  11. By 2021, billboards are expected to grow to a $33B industry
  12. Four of the 10 biggest billboard spenders are tech companies (Apple, Google, Amazon, and Netflix)
  13. 98% of people see an OOH ad each week

Below I have listed the most relevant billboard advertising statistics that will get you to shape your marketing campaign improve it.

Billboard advertising costs 80% less than television
Statistic – Fact

Television ads are still at the top of the most expensive media spaces. Billboard’s effectiveness in consumer engagement is very strong and still as healthy as it was 40 years ago.

Even though billboard advertising is much cheaper than running a commercial on tv, it still receives less portion of the advertising budget than other channels such as Tv and digital.

✅ Billboard Advertising Statistics | Billboard Statistics (3)
With an average CPM of $5.22, billboards are, in may cases, less cost-prohibitive than online ads whose prices continue to grow
Statistic – Fact

Years ago, digital advertising was much cheaper, as it grows in popularity and the marketer´s favorite channel, its prices keep growing faster.

In many cases, billboards could be a more cost-effective way to promote brands and companies with an average cost per thousand views of just over five dollars.

Television and magazines still remain the most expensive advertising formats which are followed by all the digital channels.

71% of Consumers Often Look at the Messages on Roadside Billboards
Statistic – Fact

Billboard and OOH advertising, unlike digital formats, has a higher consumers impact. While most digital banners go unnoticed, billboards are still as effective as they used to be.

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For example, they are still more effective than television at driving consumers to the digital site.

If you take into account that it is much cheaper than running commercials on television, it becomes clear that billboard advertising could be a very cost-effective way to increase brand awareness.

Nearly 26% of consumers visited a store as a result of seeing an OOH ad
Statistic – Fact

According to the data company Analytics & Data, 26 per cent of pedestrians and drivers who are exposed and attract to banners end up visiting the advertiser´s site to find out more about the brand or product. It is really high rate and a great way to build brand recognition.

Billboard advertising works best when doing either locally for a small or medium business or nationally to drive attention to nearby large shops or shopping centres.

Billboards make up 66% of the OOH advertising market
Statistic – Fact

If you are unfamiliar with the term OOH – out-of-home advertising -, it refers to all advertising format which is located outdoors and in public places and is intended to target consumers when they are on the go or outdoors.

There are multiple OOH formats such as transit, transport, street furniture. Out of all the different formats, billboards are the most popular and demanded to generate 66% of the entire revenue.

Over 7,800 digital billboards are currently active in the US
Statistic – Fact

The digitalization process that is happening in our society is affecting almost every aspect of our lives including something so traditional and old such as billboards.

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The all static printed billboards are being turned into digital screens which offer more flexibility to advertisers by allowing to show dynamic ads with video and to have more control over ad scheduling.

The digitalization process is happening very fast and will eventually turn every single billboard into a digital screen.

✅ Billboard Advertising Statistics | Billboard Statistics (4)
In the US, there are around 370k active billboards and about 15k new ones added each year
Statistic – Fact

The number of billboards is increasing each year as the population increases too. Just alone in the United Kingdom, the media company Clear Channel has over 4000 billboards and in the US, here over 370 thousand active billboards across the country.

The average cost per billboard in the UK is £200-500 for two week
Statistic – Fact

Billboard advertising is being mistaken by one of the most expensive advertising methods but it could be as cheap as 50 pounds per week, depending on the location and its average price in the United Kingdom is between 200 and 500 pounds for two weeks. Prices vary depending on location, the density of population and billboard size.

✅ Billboard Advertising Statistics | Billboard Statistics (5)
Billboard advertising only makes up about 7% of the total ad budget
Statistic – Fact

Event though billboard advertising is knowingly effective, marketers and advertiser´s do not invest much of their budget on this format.

These days most executives are choosing to invest most of their efforts and budget on digital advertising which is newer and easier to measure its results. Channels such as Google Ads and Facebook are taking a lot of importance these days thanks to its pricing structure and a very simple buying process.

Clear Channel UK, the second-largest providers of OOH advertising has around 4000 billboards across the UK
Statistic – Fact

Clear Channel UK is the British branch of the media conglomerate iHeartMedia with some 70 UK subsidiary companies.

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Along with another media giant such JCDecaux, both have the largest amount of OOH space. Clear Channel actually possesses thousands of advertising spaces located all across the United Kingdom.

✅ Billboard Advertising Statistics | Billboard Statistics (6)
By 2021, billboards are expected to grow to a $33B industry
Statistic – Fact

Billboard industry – once being considered as outdated – is still growing and within the OOH advertising channel is consolidated among the strongest and most effective format.

Experts predict that its revenue will continue to increase within the next two year up to 33 billion dollars.

✅ Billboard Advertising Statistics | Billboard Statistics (7)
Four of the 10 biggest billboard spenders are tech companies (Apple, Google, Amazon, and Netflix)
Statistic – Fact

Billboard advertising is really old, therefore most of us tend to associate it with more traditional brands or perhaps to the biggest ad spender such Coca Cola but in fact, some of the giant technological companies sich Apple and Netflix are among the biggest spenders on billboard advertising.

These are not only becoming their clients on OOH but also they becoming their owner as Alibaba and Netflix have recently made large investments on OOH media companies.

98% of people see an OOH ad each week
span>Statistic – Fact

OOH advertising including billboards, bus shelters, street furniture can cover almost the entire population in just a week. Out-of-home advertising remains like one of the most effective and traditional advertising formats.

✅ Billboard Advertising Statistics | Billboard Statistics (8)

Discover how to leverage billboard advertising to grow your revenue. Contact us today for a free quote. At Top Media Advertising, we are experts in OOH advertising and we cover the entire UK territory.

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We are Top Media, an advertising agency in London focused on creative and effective advertising.

FAQs

How many people see billboards every day? ›

Professionals say that approximately 3,000 advertisements per day usually impact the people who live in a city and are in touch with different types of media. This is more than one million a year.

How effective are digital billboards? ›

Over 60% of the respondents thought digital billboards were an excellent way of receiving information about local events and sales. Attention – The study also revealed that 71% of respondents thought that effective billboards capture viewers' attention more than online advertising.

Are billboard still effective? ›

Billboard advertising is effective for building brand awareness and broadcasting your business (or product or campaign) to as many people as possible. Because they're in such busy areas, billboards tend to have the highest number of views and impressions when compared to other marketing methods.

Does a billboard attract customers? ›

Help them find you. With more exposure comes new crowds looking for your company. According to one study, 75 percent of people somewhat rely on billboards to help them navigate. Many billboards have a message that gives their potential customers an idea of how to find their destination.

Are billboards effective 2022? ›

March 15, 2022

The industry is projected to grow by double digits in 2022; only digital advertising is growing faster. As part of a media plan, billboards can be high-octane fuel; a 2017 study from the OAAA indicates that out-of-home ads generate $5.97 in sales for every dollar of investment.

Are billboards effective 2021? ›

Are billboards really still effective in the digital age? Billboards, a key out of home (OOH) advertising method, are evolving along with their target audiences. Current data indicates that billboards don't just work—they work tremendously well.

How successful is billboard advertising? ›

Billboard Advertising Effectiveness

The Arbitron National In-Car Study, found that 71% of Americans consciously look at billboard messages while driving. Those same people were able to learn about a new event or restaurant they later attended. It is these instances that show just how impactful billboards can be.

Do billboards increase sales? ›

The Power of Billboard Marketing

About 71 percent of drivers say they look at billboards while behind the wheel, and 50 percent say they're highly engaged. The types of outdoor ads have expanded beyond billboards that are only big posters. A moving image on a digital billboard increases its attention-grabbing power.

How much do billboards increase sales? ›

54% Boost in Search Business Effects

According to a 2018 IPA Databank study, OOH boosts the business effects of search by 54%, of social by 20%, and of radio and TV by 17%. Yes, that freeway billboard can actually be integral to your online marketing success and drive customer search intent.

Why are billboards not effective? ›

Another aspect of billboard advertising is in the fact that it is all derived from cold traffic of which very few of this traffic is highly targeted potential customers. Most people viewing your ad aren't interested in the service or product. This simply adds to the cost of advertising and the low conversion rates.

How is billboard effectiveness measured? ›

Measuring billboard effectiveness always begins with evaluating location of potential billboard placement. This is usually done by considering factors such as: Number of people or vehicles that pass a billboard per day. Number of people or vehicles that could see your billboard per day.

How many impressions does a billboard get? ›

Specs/Imps
FormatEst. Impressions/Views
Poster (Medium Billboard)Range of 10,000 to 20,000 per location per day. Size: 22.75" W x 10.5" H
Junior Poster (Small Billboard)Range of 8,000 to 12,000 per location per day Size: 11' W x 5' H
4 more rows

Who is the target audience for billboards? ›

Studies have shown that the typical viewer or an out of home billboard is about the age of 18 to 34 years. Brands should keep this in mind when creating content as these are the type of people who would most likely be responding to the ad and should therefore be up to date with the most relevant content.

What are benefits of billboards? ›

Ads on billboards are free to passers by – they don't have to buy a newspaper or a cinema ticket in order to view your message. With more commuters on the roads than ever before, billboard advertising allows you to reach more people faster and cheaper than any other mass marketing media.

How many billboards are in the US? ›

Combined with those on local and state roads there are likely over 2 million billboards in the United States today. Four states prohibit all billboards: Maine, Vermont, Alaska and Hawaii. Larger cities with prohibitions on new billboards include Houston, Los Angeles, St. Paul and Kansas City.

Does OOH advertising work? ›

OOH is 382% more effective than TV, 200% more effective than print, and 63% more effective than radio in driving consumers online. 85% of all consumers believe OOH is , 83% believe it is , and 82% say it and stimulates the economy.

Do bill boards work? ›

The answer is yes and no. Billboards can be an excellent way to increase brand awareness, particularly if you're able to afford one along a well-traveled road. Unfortunately, billboards also have a number of disadvantages, particularly for people with small businesses and people who live in rural areas.

Why digital billboards are growing in popularity? ›

Digital billboards have gained a lot of popularity among the industry verticals because it helps the businesses with cost saving. Everyone sees digital billboards in their surroundings like those promoting the opening of a new store or those advertising offers and deals etc… The possibilities are countless.

What is the billboard effect? ›

The billboard effect is a phenomenon that occurs when hotels see additional direct bookings on their own website after listing on an online travel agency (OTA). This is because potential customers first discover the listing on an OTA, and then visit the property's own website to directly book their trip.

Why digital billboards are better? ›

Digital advertising is a great way to make sure your ad is not only being seen, but also keeping the attention of your audience. The digital ads are usually located along the busiest streets and highways, so the amount of people seeing your ad will be much larger than if you were to go with a traditional billboard.

How do you measure ROI on a billboard? ›

You can measure the ROI by tracking the number of visitors who have used it on your site and also if that particular code is used at checkout then you can assign that sale to the billboard ad. Create a landing page that is linked to the outdoor ad and it must only appear on the chosen outdoor platform.

Are billboards profitable? ›

According to AZ Central, even in remote locations, billboards can earn you a profit of about $5,000 per location. In busier areas, that can increase to about an average of $20,000. In the most heavily-trafficked and desired areas, billboards can generate more than $100,000.

Do billboards cause accidents? ›

Billboards are a Safety Hazard:

It's no surprise that a 1980 Federal Highway Administration study found a positive correlation between billboards and accident rates. Moreover, federal and state courts have long cited traffic safety as a legitimate basis for billboard regulation.

Are billboards environmentally friendly? ›

Unfortunately, vinyl billboards are quite harmful to the environment. They are made from PVC and produced using toxic chemicals which produce high volumes of hazardous waste.

How do you calculate daily effective circulation? ›

The equation to calculate Daily Effective Circulation for a particular billboard equals the number Adults (18+ yrs.) multiplied by the effective illumination rate of the display or billboard multiplied by the average passengers in a car or other vehicle.

What is the most common form of advertising? ›

Television. An average person spends 30 minutes reading a newspaper and 10–15 minutes on the audio devices. After the internet, it's the television where the audience watches ads. In remote areas where connectivity is still an issue, television has its reach.

How do you calculate the number of impressions? ›

Here's how impressions and budgets are calculated: Impressions × CPM ÷ 1,000 = Budget. Budget ÷ CPM × 1,000 = Impressions.

What type of marketing is billboards? ›

Billboards. Synonymous with outdoor advertising is, of course, the billboard. Billboards are essentially large posters displayed in prominent locations. Most famously, billboards line freeways, interstates, highways, and other heavily traveled arterials where consumers view them from their passing cars.

What is billboard advertising called? ›

Out-of-home (OOH) advertising, also called outdoor advertising, outdoor media, and out-of-home media, is advertising experienced outside of the home. This includes billboards, wallscapes, and posters seen while "on the go".

What are the pros and cons of billboard advertising? ›

Pros & Cons of Advertising on Billboards
  • Reach a Bigger Audience. Billboard advertising can have a significantly larger reach than other advertising media. ...
  • Reach a Specific Audience. ...
  • Get More Bang for Your Buck. ...
  • Lack of Targeted Focus. ...
  • Start-Up and Maintenance Costs. ...
  • Ad Blindness and Visual Pollution.
Sep 26, 2017

Why are billboards and posters effective? ›

A good thought out advertising posters the target your audiences. They have the ability to arouse compassion, an emotional response that connects your product and service brand directly with the customers' hearts and minds, utilizing emotional visual imagery that never fails to work.

What are 2 pros and 2 cons to social media advertising? ›

10 Pros And Cons Of Social Media Marketing In Mobile App Development
  • Time-consuming: This is one of the biggest cons of social media marketing for a mobile app development company. ...
  • Long time on ROI: ...
  • Risk of negative publicity: ...
  • Loss of control: ...
  • Dilutes brand voice: ...
  • Low cost: ...
  • Big audience: ...
  • Fast:
Apr 11, 2018

How billboards are an effective form of communication? ›

Billboards have the unique ability to display messages 24 hours a day, seven days a week. Drivers often pass the same messages numerous times, which increases the impact. 4 If a billboard is designed properly, the message benefits from the high reach and frequency, and will have high audience recall.

Can anyone buy a billboard? ›

The Beauty of Outdoor Advertising: Anyone Can Buy Billboards

Billboards are a fairly accessible form of advertising. You can buy directly from a vendor and get your ad up in a short period of time.

Why the billboards are big? ›

Some of the most prominent billboards are alongside highways; since passing drivers typically have little to occupy their attention, the impact of the billboard is greater. Billboards are often drivers' primary method of finding lodging, food, and fuel on unfamiliar highways.

How many people will see a billboard? ›

Billboard Statistics

According to the Arbitron National In-Car Study, 71% of people consciously look at billboards when driving. Despite the growing forms of transportation, Americans spend almost 300 hours each year in their cars.

How successful is billboard advertising? ›

The Power of Billboard Marketing

About 71 percent of drivers say they look at billboards while behind the wheel, and 50 percent say they're highly engaged. The types of outdoor ads have expanded beyond billboards that are only big posters. A moving image on a digital billboard increases its attention-grabbing power.

How many billboards are in the US? ›

Combined with those on local and state roads there are likely over 2 million billboards in the United States today. Four states prohibit all billboards: Maine, Vermont, Alaska and Hawaii. Larger cities with prohibitions on new billboards include Houston, Los Angeles, St. Paul and Kansas City.

How many impressions does a billboard get? ›

Specs/Imps
FormatEst. Impressions/Views
Poster (Medium Billboard)Range of 10,000 to 20,000 per location per day. Size: 22.75" W x 10.5" H
Junior Poster (Small Billboard)Range of 8,000 to 12,000 per location per day Size: 11' W x 5' H
4 more rows

How much do billboards increase sales? ›

54% Boost in Search Business Effects

According to a 2018 IPA Databank study, OOH boosts the business effects of search by 54%, of social by 20%, and of radio and TV by 17%. Yes, that freeway billboard can actually be integral to your online marketing success and drive customer search intent.

How is billboard effectiveness measured? ›

Measuring billboard effectiveness always begins with evaluating location of potential billboard placement. This is usually done by considering factors such as: Number of people or vehicles that pass a billboard per day. Number of people or vehicles that could see your billboard per day.

How effective is social media advertising? ›

On average, 28% of people who use the internet found new products after viewing social media ads. Social media advertising plays a big role in consumer behavior. According to a report from GWI, 49% of internet users say they are likely to purchase from brands they see advertised on social media.

Why are billboards not effective? ›

One of the primary flaws of billboard ads is that they are simply not effective. Of the many billboard ads that are seen very few people who viewed the ad would become a new customer.

Are ads getting less effective? ›

The effectiveness of digital ads is wildly oversold. A large-scale study of ads on eBay found that brand search ad effectiveness was overestimated by up to 4,100%. A similar analysis of Facebook ads threw up a number of 4,000%.

Are ads becoming less effective? ›

Programmatic, display, and traditional ads are declining in effectiveness. Traditional digital ad spend categories are halting to all-time lows. It's not a question of is, but when, display ads will become completely irrelevant… if we're not there already.

Who owns the most billboards in the US? ›

What are the largest outdoor advertising companies by number of billboard faces?
CompanyNumber of billboard faces
1. Lamar Advertising161,300
2. Outfront Media42,125
3. Clear Channel Outdoor40,382
4. Adams Outdoor10,000
1 more row

Who has the most billboards in the world? ›

JCDecaux

It's a family-owned company founded by Jean-Claude Decaux, and now, they are present in over 80 countries around the world with over 1 million advertising panels. They inventer street furniture advertising in 1964, and now they are the global leader in the field.

Why are billboards good for advertising? ›

Large, bright, eye-catching graphics with one key message is the best route – it will leave people with a lasting impression in their mind. Ads on billboards are free to passers by – they don't have to buy a newspaper or a cinema ticket in order to view your message.

What is the most common form of advertising? ›

Television. An average person spends 30 minutes reading a newspaper and 10–15 minutes on the audio devices. After the internet, it's the television where the audience watches ads. In remote areas where connectivity is still an issue, television has its reach.

How do you calculate the number of impressions? ›

Here's how impressions and budgets are calculated: Impressions × CPM ÷ 1,000 = Budget. Budget ÷ CPM × 1,000 = Impressions.

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