Choosing An Ideal Billboard Location: 6 Things To Consider

3 mins read

Table of Contents

Choosing the right location for your billboard is crucial. 

A well-placed billboard can significantly boost your brand visibility and drive sales. 

However, not all locations are created equal. 

To make the most of your investment, you need to consider various factors such as visibility, traffic volume, and demographics. 

This guide will help you understand these factors and choose the ideal location for your billboard.


Visibility is key for any billboard. 

Your ad needs to be seen clearly by as many people as possible. 

An obstructed view can drastically reduce the effectiveness of your billboard. 

Choose locations where your billboard won’t be hidden by trees, buildings, or other structures.

Ensure the billboard is front facing and is at an easily readable height.

Research by the Journal of Marketing Research found that billboards with unobstructed views have significantly higher ad recall rates. 

This underscores the importance of clear visibility for effective advertising.

Billboard height example

Traffic Volume

The volume of traffic passing by your billboard directly impacts the number of impressions it receives. 

High-traffic areas, such as busy highways or city centres, offer more exposure and increase the chances of your ad being seen due to rush hour traffic.

For example, billboards on major highways reach thousands of commuters daily, leading to a significant increase in brand awareness and customer inquiries.

To get an overview of the traffic count in the area you’re thinking of taking out an advertisement, head over to Department for Transport and discover local authority traffic profiles and explore counts on the interactive map.


Understanding the demographics of the area where your billboard is located is essential. 

Different locations attract different audiences, and your message should resonate with the people who see it. 

For example, billboards near universities might target students, while those in business districts should cater to professionals.

Still not sure how to get started? Here is a systematic approach to develop an audience first marketing strategy.

Proximity to Point of Purchase

Placing your billboard near the point of purchase can directly influence consumer behaviour and drive sales. 

Billboards located near shopping centres, supermarkets, or retail stores remind consumers of your product just as they are about to make a purchase decision.

Cost and ROI

Balancing the cost of billboard advertising with the expected return on investment (ROI) is crucial. 

While prime locations may be more expensive, they often provide a higher ROI due to increased visibility and traffic.

Regulatory and Zoning Considerations

Understanding local regulations and zoning laws is crucial when selecting a billboard location. 

Different areas have specific rules regarding billboard placement, size, and content. 

Non-compliance can result in fines or the removal of your billboard.

It’s essential to research and comply with local zoning laws to avoid any legal issues. 

For example, some areas might have restrictions on digital billboards due to light pollution concerns, while others may limit the size of billboards in residential areas. 

Ensuring compliance helps you maintain your billboard’s presence and effectiveness without legal interruptions.

The Last Word

Choosing the right billboard location involves considering several key factors: visibility, traffic volume, demographics, proximity to the point of purchase, cost, and regulatory compliance. 

By thoroughly evaluating these aspects, you can select a location that maximises your billboard’s impact and ensures a high return on investment. 

With careful planning and strategic placement, your billboard can effectively enhance brand visibility and drive sales.

Once you have then decided on a placement, you can start designing a billboard to create impact.

Paul Inman

Paul founded 75Media in 2020 after more than 15 years managing UK-wide out-of-home operations. Prior to his years in OOH, Paul spent 10 years at the helm of branding and design agencies, both in the UK and Middle East, working with clients such as HSBC, Nike, First Direct and Ford.
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