Let’s start with a basic observation; not all billboards are created equal. In fact, there are a vast diversity of sizes available to promote your brand or business proposition, from small posters to the sprawling adverts that tower about the UK’s major roadsides.
Have you ever wondered about the specific billboard dimension that exist, and which ones would be most suited to your business? After all, choosing the right size is crucial to your venture, both from a cost perspective and its ability to effectively engage customers.
In this post, we will explore some of the most popular billboard sizes, and determine where they are best deployed.
In the UK billboard sizes vary, however the most commonly used type of billboard is a 48 sheet billboard measuring 609×304 cm (height x width). This size is equivalent to two 8-sheet billboards stacked side by side and can be found in most places around the country including purpose built displays on the sides of roads and on the sides of buildings.
6 Sheet Billboards
- 1800 mm x 1200 mm
- 1.8 m x 1.2 m
- 5.905 ft x 3.937 ft
We will start with six-sheet billboards, which may be relatively small but manage to pack a genuine punch in terms of impact. In fact, a 2014 study revealed that six-sheet adverts actively doubled brand recall, while boosting purchase intent by an estimated 47%.
These figures prove that size certainly isn’t everything in the deceptively complex world of marketing.
With compact dimensions of just 1800mm x 1200mm, you will often see six-sheet billboards at bus stops, railway stations and shopping centres. This means that they are especially effective at connecting brands to a young and professional audience, while their compact nature ensures that are usually found at eye-level too.
This helps to create a deeper level of engagement and a more personal connection between your brand and the customer, with six-sheet adverts thought to be key influencers of buying decisions. This is certainly borne out by the figures, which underline the potential of smaller billboards and relatively compact adverts.
16 Sheet Billboards
- 3048 mm x 2032 mm
- 3.048 m x 2.032 m
- 10 ft x 6.6 ft
Then we come to 16 sheet billboards, which may dwarf the average man but are still relatively small in the outdoor advertising world.
Standing at 3048mm x 2032mm, you will typically find 16-sheet billboards in highly urbanised areas that boast significant footfall, while they are usually elevated above the ground near roadsides.
In fact, brands tend to position 16-sheet adverts within the proximity of their business, as the relative size and positioning of the billboard make it ideal for converting passing trade and directing customers straight to your front door.
The cost and size of these billboards make them ideal for targeting consumers in busy areas and optimising conversion rates, with busy shoppers and commuters representing the key and most accessible segments.
Just remember that positioning is key with this type of advert, as it is important that all of your imagery and core brand messaging can be viewed by passers-by.
32 Sheet Billboards
- 3048 mm x 4064 mm
- 3.048 m x 4.064 m
- 10 ft x 13.3 ft
32-sheet billboards share some striking similarities with 16-sheet adverts, with both measuring an estimated 3048mm tall. These adverts tend to be wider, however, covering a total of 4064mm and providing a larger canvas from which to share your brand’s key messaging.
This means that you may also use 32-sheet billboards to direct passing customers to a nearby storefront, while leveraging the additional width to enlarge image dimensions, enhance clarity or include secondary messaging.
There may even be instances in which a wider, 32-sheet billboard can optimise the reach of your message, by utilising the available space better and negating any potential height restrictions.
So while you may think that there are few differences between 16 and 32-sheet billboards at first glance, there remain subtle variations which can impact on the impact of your advertisements.
48 Sheet Billboards
- 3048 mm x 6096 mm
- 3.048 m x 6.096 m
- 10 ft x 20 ft
In the world of billboard advertising, there is little doubt that 48-sheet adverts (whether they are landscape or portrait in their design) are the single most popular. With traditional 48-sheet billboards offering advertisers maximum exposure and exclusivity, this medium certainly provides a vast and impactful platform from which to engage customers.
You will typically find 48-sheet billboards at the side of busy roads, particularly A-roads or those that lead towards major cities or shopping centres. They also tower high above the ground, creating a striking and engaging visual impact that resonates with customers.
This is also supported by statistics, with figures revealing that people who view OOH campaigns are approximately 17% more likely to engage with a brand through their smartphone. This number is largely attributed to the impact of 48 and 96-sheet billboards, which can use impressive graphics and bold messaging to present CTAs (calls-to-action) more clearly and to a larger potential audience.
The value of this is hard to ignore, while it is interesting to note that large billboards of this type appear as being more natural and trustworthy to customers as they have the capacity to blend into their surrounding environment.
The option of choosing either portrait or landscape also offers huge benefits to advertisers, who can tailor their selection according to location, space restrictions and the precise message that they are trying to present to customers.
96 Sheet Billboards
- 3000 mm x 12000 mm
- 3 m x 12 m
- 9.842 ft x 39.37 ft
Last, but by no means least, we come to 96-sheet billboards. Measuring a mighty 3000mm x 12000mm, this is the largest advertising platform of its type available to clients and essentially combines two, 48-sheets side by side in a single, compelling package.
Make no mistake, a 96-sheet billboard is large, eye-catching and exceptionally difficult to ignore, while it is also arguably one of the most effective marketing channels for leaving a lasting impact in the minds of customers.
These towering adverts are also likely to be found at roadsides, particularly prominent motorways and junctions across the UK. Brands also like to position them close to large car parks, and these locations make sense when you consider that British motorists spend an average of two days a year stuck at red lights and even more time waiting in car parks.
You will also find 96-sheet billboards targeting frequent commuters too, with adverts of this type commonly found in the London Underground and busy train tracks between major cities.
Similar to 48-sheet adverts, the larger alternatives enable brands to feature evolved and high-definition imagery, while they can also use large lettering to promote their message while leaving room for readable contacts details and CTAs. With the right location, brands can also leverage 96-sheet billboards to effectively target customers within a potentially huge reading range, whether they are stuck in traffic, waiting for a train or pulling into a bustling, city centre car park.
The level of demand for 96-sheet billboards also means that they are amply available sites across the UK, so you should be able to find the right location for you.
The Last Word
With such a diverse range of choice, selecting the right size billboard to suit your needs can prove challenging. Each size offers a core set of size restrictions and unique benefits, so understanding these will enable you to make an informed and profitable decision for your business.
If you need assistance with this or want to understand more about how different size billboards can help your brand, contact us today and speak to one of our knowledgeable team!