Advertising, when done right, is a highly essential marketing tool for any business; however, do you feel as though you are utilising all the advertising avenues that are available to you and your brand? For instance, when you first think of advertising, what comes to mind? TV, radio, magazine, online... These are all very effective ways of potentially reaching a new audience, but have you ever considered the impact of roadside advertising?
What is Roadside Advertising?
Roadside advertising refers to the display of advertisements and promotional messages in outdoor locations such as along roads, highways, and streets. Ranging from billboards to roundabouts, lamp posts, phone kiosks, motorways, and even vans, roadside advertising options these days are far more extensive than most people initially realise and have been proven to reach a far wider audience than other advertising mediums.
Benefits of Roadside Advertising
There are many benefits to choosing roadside advertising for your business including:
Wide Reach: Roadside advertising provides your brand with a wide reach as your message will continually be viewed by passing motorists, pedestrians, cyclists and also passengers in vehicles. If you choose your location wisely your ad could end up making an impact with thousands of people per day... Everyday!
Continuous Exposure: While certain forms of advertising can be easily skipped, ignored or muted, roadside adverts are constantly visible to those passing by. Whether it’s cars in rush hour traffic, a bus full of commuters, a mum and baby taking a stroll or kids riding to school, your message will have continuous exposure to a very diverse audience at all times of day. If digital advertising is your choice of marketing weapon, you could even select the optimal times of day for your product/service to be shown i.e. a ready meal company would benefit the most from advertising during the evening rush hour run.
Local and National Reach : When choosing roadside advertising, you can target your audience by choosing the geographic areas that you know will positively impact your brand. By carefully selecting these outdoor advert locations, you will be able to reach your desired customers in particular towns, cities or regions, ensuring that your message gets in front of those who aremostlikely going to connect with your brand both locally and nationally.
It Packs a Punch : Advertising needs to be impactful in order to drive that message home and resonate with the potential customer, and roadside-targeted ads are designed to do just that. With their bold colours, large images, clear, concise print and continuous presence, they are guaranteed to draw attention and leave a long-lasting impression.
Cost-Effective : Roadside Advertising is a cost-effective way of reaching a large audience compared to other advertising mediumsandit has been proven to offer far higher returns on investment for advertisers.
Billboard Advertising
Billboards are a highly effective form of outdoor advertising, offering constant visibility in high-traffic areas. Their bold designs and brief messages capture attention quickly, helping brands make a lasting impression.
They provide 24/7 exposure, targeted reach, and creative flexibility, making them ideal for both local and national campaigns. According to Marketing Donut, 71% of consumers notice billboard content, and 26% visit a website after seeing one, showing their power to drive both awareness and action.
Whether promoting a product or reinforcing brand identity, billboards deliver impactful results that stay with audiences long after they pass by.
Roundabout advertising is a highly effective way to reach a broad and diverse audience, including drivers, commuters, public transport users, cyclists, and pedestrians. These prominent locations offer continuous visibility and are trusted by the public, making them ideal for reinforcing brand awareness. Their strategic placement in local areas ensures that businesses remain front-of-mind for both residents and visitors, helping to build familiarity and trust within the community..
Lamp post banners are a highly cost-effective advertising solution, particularly well-suited to areas with heavy footfall such as busy high streets, main arterial roads, and event or sporting venues. Their elevated position ensures excellent visibility to both pedestrians and motorists, allowing brands to reach a wide and varied audience. Research indicates that lamp post banners can achieve up to 2.5 times higher recall rates than ground-level advertising, making them a powerful tool for reinforcing brand awareness and message retention. Their durability, flexibility in design, and strategic placement make them an ideal choice for businesses looking to maximise exposure and engagement in key locations.
Ad vans, both digital and static, are powerful tools for outdoor advertising, offering flexibility and high visibility. Digital ad vans feature dynamic screens and can follow custom routes, making them ideal for events and targeting specific streets where traditional poster sites are unavailable. They allow brands to deliver timely, engaging messages directly to chosen audiences. Static ad vans, serve as mobile billboards with bold, fixed graphics, providing prolonged exposure when parked in high-traffic areas. Both formats are effective for increasing brand awareness and can be tailored to suit different campaign goals and budgets.
Motorway billboard advertising is one of the most powerful ways to reach a vast and diverse audience across the UK. With an average of 130,000 vehicles passing any given point on the motorway network each day, these sites offer unparalleled exposure. Over time, this translates into billions of impressions, making motorway billboards an exceptional choice for brands seeking high-impact visibility. Their strategic placement ensures that advertisements are seen repeatedly by commuters, long-distance travellers, and commercial drivers, reinforcing brand recognition and message retention. Whether promoting national campaigns or regional services, motorway billboards provide a trusted and effective platform for advertisers aiming to maximise reach and influence.
Phone kiosks offer a cost-effective and highly visible advertising solution, ideal for reaching a broad audience in busy urban areas. Positioned in prominent locations such as high streets and transport hubs, they provide consistent exposure and clear messaging at eye level, making them effective for promoting products, services, and local campaigns. Their accessibility and affordability make them a practical choice for businesses aiming to build brand awareness and engage with the community.
1. Carefully identify your target audience by considering factors such as their location, occupation, travel destinations, and more.
2. Choose the cities, towns, or regions you want to advertise in based on your Step 1 results.
3. Check out our available roadside advertising options and formats at Ark Design.
4. Calculate your budget - What's in your budget? What's the cost of not doing this?
5. Consider the start date and desired campaign duration.
6. Contact our experts, who can guide you through the process and help you decide which roadside advertising will most effectively reach your target audience within your given budget.
