There are two main formats used across most bus shelter advertising networks: Digital 6-Sheets (D6) and Classic 6-Sheets (C6). Both formats share the same size and dimensions - the key difference is that D6s are digital screens, while C6s are traditional printed posters.
The right format for your campaign will depend on factors such as your target audience campaign objectives, geographic focus and overall budget.
Digital 6-sheets are one of the most widely used formats in out-of-home advertising and are a great option if you're looking for:
- High-visibility to both pedestrians and passing traffic
- Placement in busy, high-footfall urban locations
- The ability to schedule content by time of day or audience
- More dynamic and responsive campaign execution
The benefits of bus shelter advertising
According to a Thinkbox and Gain Theory study, OOH advertising can boost social media ads by 9%, radio ads by 9% and print ads by 11%. This places it far ahead of online display and generic search advertising in terms of the results it can achieve for your business. Bus shelter advertising specifically, has a number of further benefits that make it the first choice for small and fast-growing companies:
1. High reach in the right locations
Reach refers to how many people see your ad - whether they’re walking past, waiting for a bus, or driving by. One of the key benefits of bus shelter advertising is its presence in high-traffic locations, giving brands consistent exposure to a broad and varied audience. Because these sites naturally attract a mix of commuters, shoppers and local residents, campaigns can reach people across different ages, backgrounds and lifestyles. This makes bus shelter advertising particularly effective for local campaigns, helping you to:
- Build strong brand awareness within the community
- Understand how different audiences engage with your messaging
- Gather insights to refine your targeting and creative approach
- Strengthen your overall out-of-home strategy
2. Strong audience attention
Bus shelter advertising is unique in that it reaches people while they’re in the passive state of waiting for the bus - and will be more interested in engaging with your ad. It’s also well-aligned with real-world behaviour - with around 21% of local bus journeys are for commuting, 21% for shopping, and 23% for leisure - meaning your message is reaching people in relevant, everyday contexts (GOV.UK).
To make the most of this attention window:
Use bold, engaging visuals that reflect your audience’s daily life
Keep messaging simple and closely tied to your brand offering
Include a clear call to action, such as a URL
3. Cost-effective with flexible scheduling
Bus shelters are one of the most cost-effective out-of-home formats. This is because they give you a 24/7 advertising presence and can deliver strategic locational benefits, all at a relatively low running cost.
In the case of D6 bus shelter campaigns, you can also run ads at specific times or according to a schedule. As such, small businesses that don’t have the budget for several-week campaigns or large city centre billboards, might choose to run bus shelter ads in their local community only during peak commuting hours.
At Alight, we’re passionate about connecting people through the power of out-of-home advertising - which is why we offer no minimum order value on any of our screens. Explore our buying routes for more information.
4. Close proximity ads
Bus shelter advertising puts your brand right in people’s immediate environment, making it easier to stand out - even in busy or highly competitive markets. Because these ads are seen at close range and within the context of the surrounding area, they’re ideal for creating moments that feel relevant to the local area.
Bus shelter ads can help you make an impact through:
Location-led messaging that reflects the local area
Visual illusions that get people talking
Funny or relatable phrases that connect with the area
Powerful imagery
The impact of outdoor advertising is backed up by data, with a
Point of Search study revealing that out-of-home mobile searches are 38% more likely to lead to a purchase than those conducted at home. This makes bus shelter ads a powerful way to turn local visibility into real brand engagement.
5. Eco-friendly options
Sustainable bus shelter campaigns can help reduce environmental impact while also supporting local biodiversity. It’s worth acknowledging that not all bus shelter ads are eco-friendly, so it’s important to choose a provider that aligns with your business’s values and environmental goals.
Sustainable bus shelter advertising could include:
Environmentally-conscious design: ‘Living roof’ features and lower-brightness screens can help create a better environment for local wildlife.
Rewilding projects: Green financing pots can be used to contribute to international tree-planting projects and local rewilding.
Sustainable materials: Bus shelter ads can be composed of recycled materials such as glass and plastic bottles, reducing their carbon footprint while improving their environmental exposure resilience.
At Alight, sustainability is central to our approach. As an Ad Net Zero member and Etesian Green partner, our network is powered by 100% renewable energy to significantly reduce emissions.
Read more about our sustainable bus shelter projects here.
Reach your local community with bus shelter advertising
Bus shelter advertising is a highly effective way to reach local audiences in the places they live, work, and travel - while maintaining cost efficiency across your wider media plan. With strong visibility in everyday environments, it offers brands a practical way to build awareness and stay front-of-mind at street level.
Alight is the leading UK provider of eco-friendly, cost-effective bus shelter advertising space. We work with businesses of all sizes and have no minimum order value, so you can create a campaign that fits your unique timescale and budget.
To learn more about our services or request a no-obligation quote, contact us today.
