Billboard advertising has undoubtedly evolved over the years. It simply had to in order to compete with “new and shiny” digital solutions.
Still, one constant remains — there’s a ton of options.
Out-of-home (OOH) advertising was never as diverse as it is today. Unfortunately, it means that finding the right size billboard to suit your needs has become more challenging.
However, does it even matter what size you choose for your campaign? Can 16-sheet adverts really compete with 48-sheets, and why should you care?
These are reasonable questions. We answer them below and provide guidance to help you choose the specific billboard dimension that works for you.
Standard Billboard Sizes Used in Traditional Outdoor Advertising
First, let’s make one thing perfectly clear. Knowing the different types of billboard formats available is non-negotiable if you want to run effective billboard campaigns.
The world of billboard advertising encompasses various sizes, from compact 6-sheet displays to massive 96-sheet billboards that dominate high-traffic areas.
Each billboard format serves different purposes and reaches audiences in unique ways. Here’s a helpful table:
| Billboard Type | Dimensions (Feet) | Dimensions (Meters) | Typical Use |
|---|---|---|---|
| Bulletin | 14′ x 48′ | 4.27m x 14.63m | Highways, major roads |
| Poster | 10’6″ x 22’9″ | 3.2m x 6.9m | Urban areas, pedestrian zones |
| Junior Poster | 6′ x 12′ | 1.83m x 3.66m | Residential streets, local targeting |
| Spectacular | 20′ x 60′ (varies) | 6.1m x 18.3m | City centers, iconic locations |
| 48-Sheet Billboard | 20′ x 10′ | 6m x 3m | UK standard roadside format |
| 96-Sheet Billboard | 40′ x 10′ | 12m x 3m | UK large-format for highways |
| 4-Sheet Billboard | 5′ x 10′ | 1.5m x 3m | Local shops, stations, pedestrian areas |
| 6-Sheet Billboard | 4′ x 6′ | 1.2m x 1.8m | Bus stops, shopping centers |
Traditional billboard sizes have been standardised across the UK and internationally, making it easier for advertisers to plan campaigns that can run across multiple locations.
Digital billboard technology has also introduced new considerations for billboard dimensions, as dynamic content and interactive features require different specifications than traditional static displays.
The most popular billboard sizes in the UK follow a sheet-based measurement system that originated from the printing industry, where individual sheets were combined to create larger displays.
48-Sheet Billboards
The 48-sheet billboard represents the most common standard size in outdoor advertising across the UK.
The size of a 48-sheet billboard measures 6.1m x 3.0m (20 feet wide by 10 feet high). This factor makes it the go-to choice for high-traffic areas.
This billboard format provides approximately 18.3 square metres of advertising space, offering excellent visibility while remaining cost-effective for most advertising campaigns.
The 48-sheet format originated when 48 individual sheets of paper were required to cover the entire display area. While modern printing technology has eliminated the need for multiple sheets, the terminology remains standard across the outdoor advertising industry.
Tip: When planning a billboard campaign using 48-sheet dimensions, advertisers must consider the viewing distance and speed of passing traffic. The 20-foot width provides ample space for bold headlines and striking visuals, while the 10-foot height ensures the advertisement remains visible from various angles.
This billboard size strikes an optimal balance between visibility and cost, making it suitable for both small businesses and large corporations.
96-Sheet Billboards
The 96-sheet billboard offers the largest standard size available in most locations. These impressive displays measure 12.2m x 3.0m (40 feet wide by 10 feet high). They provide double the width of a standard 48-sheet billboard while maintaining the same height.
This large billboard format creates approximately 36.6 square metres of advertising space, making it ideal for major brand campaigns and high-visibility locations.
Tip: 96-sheet billboards are particularly effective in areas where longer viewing distances are possible. Examples of such areas include major highways, large shopping centres, and busy urban intersections. The extended width allows for more detailed creative content or impactful landscape-oriented designs that wouldn’t work effectively on smaller formats.
The cost of 96-sheet billboard advertising reflects its premium positioning, but the increased visibility and impact often justify the investment for major advertising campaigns.
6-Sheet Options for Targeted Locations
While large billboards dominate highways and major roads, 6-sheet billboards serve an important role in more intimate advertising environments. Measuring 1.2m x 1.8m (4 feet wide by 6 feet high), these compact displays provide 2.16 square metres of advertising space. This makes them perfect for targeted messaging in specific locations.
6-sheet billboards are commonly found at bus stops, train stations, shopping centre entrances, and other locations where pedestrian traffic moves at slower speeds.
Tip: This smaller billboard format allows for more detailed messaging and closer interaction with the target audience. The reduced size also makes 6-sheet advertising more accessible for smaller businesses with limited advertising budgets.
The effectiveness of 6-sheet billboards lies in their ability to reach audiences during moments of waiting or transition. Unlike larger roadside billboards that must convey messages quickly to passing traffic, 6-sheet displays can include more detailed information or calls-to-action that pedestrians have time to read and remember.
Digital Billboard Dimensions vs Traditional Formats
Digital billboard technology has revolutionised outdoor advertising by introducing dynamic content capabilities. Yet, this innovation also brings unique considerations for billboard dimensions and specifications.
Technical Specifications for Digital Billboard Sizes
Digital billboards maintain similar physical dimensions to their traditional counterparts, but the technical requirements for content creation differ significantly.
A digital 48-sheet billboard still measures 6.1m x 3.0m, but the LED display specifications require content to be designed at specific pixel resolutions to ensure optimal visibility and clarity.
Most digital billboard sizes use LED technology with pixel pitches ranging from 6mm to 20mm, depending on the viewing distance and installation location.
The pixel pitch determines how close viewers can get to the display before individual pixels become visible, which directly impacts content design requirements. For roadside digital billboards, a 16mm pixel pitch is common, while displays in shopping centres or pedestrian areas might use 10mm or smaller pitches for improved clarity.
The aspect ratio of digital billboards typically matches traditional formats, but advertisers must also consider other aspects when creating content, including:
- refresh rate
- colour gamut
- brightness specifications
Digital billboard dimensions also include considerations for viewing angles, as LED displays may appear differently when viewed from extreme angles compared to traditional print materials.
Dynamic Content Considerations and Size Implications
One of the primary advantages of digital billboard advertising is the ability to display dynamic content that changes throughout the day. This capability affects how advertisers approach billboard sizes and dimensions, as content must be designed to work effectively across different time periods and viewing conditions.
Dynamic content also allows multiple advertisers to share the same digital billboard space through programmatic advertising. It makes larger billboard formats more accessible to smaller businesses. For example, a 96-sheet digital billboard can display dozens of different advertisements throughout the day.
Finally, the size and shape considerations for digital billboards also include the technical limitations of LED technology. While traditional billboards can be cut to custom shapes or sizes, digital displays must accommodate the modular nature of LED panels.
This constraint affects both the available sizes and the design possibilities for ad campaigns.
Location-Specific Requirements for Digital Displays
Digital billboard installations face unique regulatory and technical requirements. These requirements affect their dimensions and placement.
Many jurisdictions have specific rules about digital billboard sizes, brightness levels, and content change frequencies.
The size of digital billboards in different locations must account for:
- power consumption
- structural requirements
- maintenance access
- proximity to other buildings and screens
Large displays require more robust support structures and higher power consumption, which can limit the available sizes in certain locations. Additionally, the heat generated by LED displays affects the structural design and may require additional clearance around the billboard.
What Factors Should Guide Your Choice of Billboard Size for Different Locations?
The location, target audience, traffic patterns, and campaign objectives all play a role in determining which billboard format will deliver the best results for your investment.
1. Traffic Speed and Viewing Distance
High-traffic areas with fast-moving vehicles require different billboard sizes than locations with slower pedestrian traffic.
On major highways where traffic moves at 60-70 mph, larger billboard formats like 96-sheet displays are necessary to ensure adequate visibility and message comprehension. The 20-foot high dimensions of these large billboards provide the vertical presence needed to attract attention from fast-moving traffic.
Conversely, busy areas with slower traffic speeds can effectively use smaller billboard formats. The reduced speed allows for more detailed messaging and closer interaction with the advertisement.
The viewing distance also significantly impacts the effectiveness of different billboard sizes. A 48-sheet billboard viewed from 100 metres requires different design considerations than the same size viewed from 50 metres.
Advertisers must consider both the primary viewing distance and the range of distances from which their billboard will be visible when selecting the appropriate size.
2. Audience Demographics and Behaviour Patterns
Different types of billboard formats appeal to different audience segments, and understanding these preferences helps guide size selection.
- Younger demographics respond well to bold, large-size displays with dynamic content.
- Older audiences may prefer more traditional formats, like banners, with clear, readable messaging.
The dwell time of the target audience is also an important factor.
- Locations where people wait or move slowly can effectively use smaller 6-sheet formats with detailed information.
- Areas with brief exposure times require larger formats with simple, impactful messaging that can be quickly understood.
3. Budget Considerations and Cost-Effectiveness
Billboard costs vary based on size, location, and campaign duration.
While large billboard formats offer maximum impact, they also require substantial investment that may not be justified for all campaigns. Smaller formats can often provide better cost-per-impression ratios in certain locations and for specific target audiences.
The relationship between billboard size and campaign effectiveness isn’t always linear. A well-designed 48-sheet billboard in a prime location may deliver better results than a larger format in a less optimal placement.
Advertisers must balance the desire for maximum visibility with practical budget constraints and campaign objectives.
4. Regulatory and Environmental Constraints
Local regulations often impose restrictions on billboard sizes and dimensions. Some areas limit the maximum size of billboards to preserve scenic views or maintain community aesthetics, while others may require specific dimensions to comply with safety regulations.
Environmental factors, such as wind load, seismic requirements, and foundation constraints, can also limit the available billboard sizes. Larger formats require more substantial support structures and may face restrictions in areas with specific environmental sensitivities.
Experienced advertising companies, such as BE Media, can help you navigate these complex requirements and identify the optimal billboard size for each specific location. Contact us and get a free quote!
Conclusion
Each advertising format serves specific purposes. So, the best way to determine what format to use is to identify where your priorities lie.
Match the billboard format to your campaign objectives, target audience, and location requirements.
The future of billboard advertising will likely see continued innovation in digital formats and possibly new size standards. Still, the principles outlined in this guide will remain relevant for making informed decisions about billboard sizes and dimensions.
Whether you’re planning a major brand campaign or a targeted local promotion with smaller formats, understanding the full dimensions and capabilities of each option will help you achieve the results you seek.
Frequently Asked Questions
Can billboard sizes be customised beyond the standard formats?
While standard sizes are most common and cost-effective, custom billboard dimensions are possible for unique locations or special campaigns. Be aware that custom sizes typically require a higher investment due to specialised manufacturing and installation requirements.
Do weather conditions affect different billboard sizes?
Yes, they do. Larger billboards face greater wind load and structural stress during severe weather conditions. The engineering requirements for 96-sheet billboards include higher safety factors and more robust support structures compared to smaller formats.
How do planning permissions affect billboard size choices?
Planning permissions often specify maximum dimensions for outdoor advertising displays. Urban areas typically have stricter size restrictions than rural locations, and some areas may prohibit certain sizes entirely. Historical districts, conservation areas, and residential zones often have specific limitations that influence size selection.