Curious about the cost of billboard advertising? You’re not alone!
Let’s be honest - in the world of media, pricing can be a bit of a mystery. Too often, it’s buried deep, hidden from competitors, or used as bait to get you into the sales funnel. But don’t worry, we’re here to shed some light on the subject.
Why do billboard costs vary?
Another reason billboard prices can seem like a best-kept secret? Much like flights or hotel rooms, the cost of media space can shift depending on demand and external factors.
- Location: The location of your ad can have a significant impact on price. Premium sites in bustling areas, like a city centre or busy commuter route, will naturally cost more
- Timing: When you advertise can be just as important as where. Peak seasons, holidays, or moments when a big event is nearby can increase demand and pricing.
- Duration: The length of your campaign can also impact price. Longer bookings will be more expensive but often unlock better rates, while short-term placements can carry a premium.
- Market demand: Similar to other supply and demand markets, when many brands are chasing the best spots for their campaigns, prices will rise accordingly. The busier the market, the more you can expect to pay for those prime locations.
Billboard costs explained
Modern digital billboard campaigns are priced based on how many people will see your ad. At Alight, that generally works out to roughly £5.50 - £15 for every thousand pairs of eyes that glance at your billboard. So while the ‘CPM’ (cost per thousand) stays the same, your total spend will ultimately depend on how many people you want to reach. In other words, the bigger the audience, the bigger the investment and the bigger the impact.
Local Campaign Prices
Let’s say you’re organising a charity run in Bury. You want to get the word out to as many people as possible in the town and surrounding area in the weeks leading up to the sign-up deadline. Bury has a population of roughly 200,000, so you decide to book 200,000 impressions - enough to make sure your event is on the radar locally.
That billboard campaign would cost between £2,250 and £2,500, depending on the time of year. In return, you would reach roughly 140,000 people, with some seeing your ad more than once (and those repeat views can help it stick).
If sign-ups are low, you can always scale up to reach more people, boost the frequency, or dial it down if you’ve hit event capacity. We’re here to help make sure your campaign fits your goals and budget.
National Campaign Prices
Imagine you’re a university looking to connect with prospective students nationwide. You’ve got a solid budget, but you want to spend it wisely - no point in serving ads to professionals later in life when you’re trying to attract school leavers!
You decide to buy 10 million impressions nationwide but want them all delivered within 700m of a secondary school. Sounds like a great campaign if you ask us! A precision targeting campaign of this scale would cost roughly £100,000 in investment, reaching around 6 million people.
Being flexible could mean better billboard costs
If your audience could be anywhere and you’re looking to make the most of your budget, then last-minute opportunities can be a smart way to stretch your ad spend.
You might be an online retailer with a surplus of sun loungers after a wet summer, and the forecast for next weekend looks glorious. This is perfect timing for a flash sale and a chance to get your message out of the digital space and into the real world.
Late‑availability advertising depends a lot on what screens are free, but you can often secure it for a fraction of the usual cost. For example, you could pick up five million impressions across Alight’s network for roughly £25,000. You might not appear on every screen every day, but you’ll certainly get your message out in a big way.
