In an era dominated by smartphones, social media and online ads, you might wonder: Does billboard advertising still work? After all, we’re constantly told that digital marketing is the future. But billboards – those large outdoor ads you see beside roads, in town centres and at transport hubs – remain a powerful way to build brand awareness and connect with real people in real places.
For businesses of all sizes – from local brands to nationwide campaigns – billboards still have a role to play. Here at Priority Outdoor, we specialise in helping brands navigate the world of outdoor advertising so you can make smart, results-driven decisions for your brand.
In this guide, we dive in to see why and how billboard advertising continues to deliver.
The report further notes that digital Out of Home (DOOH) ads contributed significantly, with a 12.2% boost in spend on digital sites. From large billboards to interactive screens at bus stops, outdoor advertising has adapted to the times, embracing the power of technology to offer more targeted and engaging campaigns.
The short answer is yes – billboards still work really well, and for a few good reasons.
First, billboards are almost impossible to ignore. They sit in places people move through every day – on the way to work, near shops, at junctions or bus stops – and are there all the time, not just when someone decides to scroll their phone. That means your message gets repeated exposure without people having to click or tap anything.
Another reason they work is because they help brands stick in people’s minds. Research from WiFiTalents shows that around 40% of consumers recognise a brand within a week after seeing a billboard ad. This isn’t just noticing something once – it’s actual brand recall, which is a big deal for businesses trying to be remembered in a crowded market.
Billboards don’t just build awareness either. They can help spark action. When people recognise a brand or message from outdoor advertising, they are more likely to look it up online later, search for it, or even visit a shop. This makes billboards a great partner to both digital and audio campaigns – not a competitor. At Priority Outdoor, we often plan campaigns so billboards, online ads, and audio ads all work together, strengthening each other rather than standing alone.
Part of what makes billboard advertising successful is its real‑world presence. People aren’t browsing ads on billboards – they’re living their lives. Whether someone is driving, walking, or waiting for a bus, a well‑placed billboard reaches them without interrupting their day. That natural visibility helps brands make a positive first impression.
Last but not least, billboards are also evolving. For the right brand and/or product 3D installation billboards can be the positive PR-driving difference between your brand and a competitor. On the other hand, digital billboards can change messages throughout the day, show multiple brands or creative variations, and even respond to data like traffic patterns or the time of day. These modern layouts can increase impact and help advertisers get more value for their spend. The options are almost limitless.
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One of the main reasons billboards work is repetition. The same ad is seen by the same people again and again, which helps them remember your brand. Unlike social media, where ads can be skipped or hidden, billboards are always there.
Research from Nielsen found that 75% of people remembered seeing a billboard in the past month, showing how memorable they can be. With this in mind, trust is another big factor. Studies from Clear Channel UK show that around 40% of people trust billboards and posters, which is much higher than many online ads.
It’s also worth remembering that billboards work really well with digital campaigns. Seeing your brand in the real world makes people more likely to notice it online, click your online ads, or search for your website. That’s why we often use billboards to boost digital marketing efforts, rather than replacing them.
The cost of a billboard can vary depending on several factors, including location, size, format, and how long your campaign runs. Smaller boards on quieter roads are cheaper, while larger digital displays or highly visible city-centre sites naturally cost more. Traffic, footfall, and overall visibility also play a role in the price.
As a rough guide, billboards in the UK usually range from around £200 per week for smaller boards up to £5,000 or more per week for premium or digital locations. These figures give a good sense of what to expect, though the final cost will depend on the boards you choose and your campaign goals.
Bigger campaigns covering multiple locations or high-profile areas will naturally require larger budgets. For example, a Growth campaign across several sites might cost around £5,000–£20,000, an Impact campaign with premium boards or digital screens could be £20,000–£50,000, and a high-visibility, multi-location Dominance campaign could exceed £50,000.
At Priority Outdoor, we help brands plan campaigns that make the most of their budget – whether it’s a smaller local campaign or a large-scale rollout – ensuring maximum visibility and impact without unnecessary spend.
Ready to make your brand stand out? Get in touch today and let us help you plan a billboard campaign that gets your brand noticed and remembered.
