Billboard Advertising in Poland
- Get Noticed with Outdoor Billboards!

Outdoor billboard advertising – a proven way to expand your audience

Outdoor advertising is one of the most popular and effective forms of promotion. Outdoor billboards and digital advertising media are considered to be particularly effective, as they can reach a really large group of recipients, especially if they are placed in busy places.

Billboard advertising – what should we know?

Billboard advertising in Poland appeared in the 1990s. However, it quickly settled in the local landscape and are still present in large numbers both in large agglomerations and outside them. Billboard outdoor advertising (OOH) and digital boards advertising is very popular. Both the largest concerns and much smaller local companies use them for their advertising campaigns.

A billboard, initially known as a board, is a large advertising medium, most often in the form of a free-standing structure or a poster placed, for example, on the wall of a building. Billboard advertisements are printed on special paper that is resistant to weather conditions (rain, snow). In principle, these are advertisements with exposure from several weeks to several months.

In Poland, billboards are available in the following standards:

• Billboards – 12 m² in the format of 5.04 × 2.38 meters

• Billboards – 12 m² in the format of 4 × 3 meters;

• Billboards – 18 m² in the format of 6 × 3 meters;

• Billboards – 36 m² in the format of 12 × 3 meters;

• Billboards – 48 m² in the format of 12 × 4 meters.

In large cities, mega boards are also sometimes used, most often in non-standard formats, as well as areas over 50 m² and up to 300 m² (advertisements on buildings). In addition, sometimes smaller billboards with an area of 6 m² are also found (especially at metro and railway stations). This category sometimes also includes citylights – a type of illuminated advertisements, which usually appear in much smaller formats. It is also possible to use mobile boards usually placed on trailers. Their standard dimensions are the same as the so-called euro billboard.

Outdoor billboard advertising – the main benefits

The popularity of billboard outdoor advertising is primarily influenced by its advantages. It can be used both to complement a campaign conducted in other channels and be the only tool to promote a brand or product.

Advantages of billboard advertising

Both the global billboard advertising and billboard advertising in Poland is a media message that guarantees:

• huge, mass coverage, and thus the effectiveness of the message

• reaching all audiences – regardless of their interests or age. Each billboard generates thousands of advertising contacts a day

• billboards are a medium that is able to act globally and locally at the same time

• communication uniqueness. The campaign on billboards is a message located in the public space

• an image is 1000 words that cannot be turned off or ignored – this makes it more powerful and meaningful.

Digital billboards allow even more creative use of advertising space, which can be personalized or changed to other adverts. Customers may sometimes choose to share their display ad time with other companies, then the message may be displayed alternately every few minutes.

The use of a billboard

Billboard advertising can be relatively inexpensive depending on size and location, but costs should be related to the type of message you want to convey. Billboards are a type of surface that is often in the field of view for a short time, therefore the message should be quick to read, so it should not contain too much information.

This type of advertising can be a great option if your campaign is about awareness and branding, but should be avoided if you want to convey a lot of information about your product or service.

Billboard advertising in Poland, since its appearance three decades ago, continues to bring tangible benefits to companies. However, to be optimally effective, it must be well designed, taking into account 3 essential factors:

• location (in city centres or on frequently used roads, depending on the desired recipient and advertised product)

• content (a short but meaningful message, where the customer has no doubts about what the offer is about. Six words is the perfect amount of information on a billboard – it is a short, direct and easy to read/remember way to communicate with potential consumers)

• graphic design (with an image that will immediately catch the eye of the recipient, and therefore with surprising (and even shocking), but aesthetic graphics.

Billboards are an essential part of outdoor advertising, and at the same time a very important point in the media plan of each brand. Our offer includes over 20,000 advertising media in large cities, medium and small towns throughout the country.

We cordially invite you to cooperate with BE Media!