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media buying & planning: the essentials
This guide cuts through the jargon, giving both B2B and B2C advertisers clear insights into Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising options.
Article Summary
OOH (out-of-home) and DOOH (digital out-of-home) advertising deliver standout visibility in public spaces. Static OOH offers constant, cost-effective exposure, while DOOH adds flexibility, dynamic creativity, and data-driven targeting. Programmatic DOOH enables instant updates and precise audience reach. Global provides nationwide scale and innovation, helping UK SMEs and marketing directors boost brand awareness, relevance, and engagement where audiences live, work, and travel.
Smart UK businesses often handle media buying and planning in-house to maximise value. Alternatively, specialist agencies can design your campaign and manage your advertising purchases, typically with a 15% commission.
- Media buying: Selecting the right advertising partner (such as Global) and negotiating optimal rates and terms
- Media planning: Strategically choosing your advertising channels, with billboards offering exceptional reach and impact
billboard advertising: understanding the terminology
Before exploring specific billboard options, familiarise yourself with these commonly used industry terms:
- Out-of-Home advertising (OOH)
- OOH Advertising
- Digital Out-of-Home (DOOH)
- Digital OOH Media
- Roadside advertising
- Large Format Advertising
- Digital Large Format Advertising
See full OOH and DOOH glossary.
three powerful billboard solutions
The billboard advertising landscape offers three distinctive options to showcase your brand:
- Classic billboards: High-impact, static paper displays positioned alongside busy roads
- Digital billboards: Dynamic LED screens delivering flexible, eye-catching content roadside
- Street advertising: Strategic smaller displays capturing consumer attention in high-traffic pedestrian areas
Each format delivers unique advantages and specialised terminology.
traditional billboard formats & specifications
Size Classification
Billboard dimensions are classified by the number of paper sheets required:
- 6 Sheets: High-visibility displays outside shops and at bus shelters
- 16 Sheet Billboards: Premium 3m × 2m displays at tube stations and shopping centres
- 48 Sheet Billboards: Commanding 6m × 3m displays for maximum brand impact
- 96 Sheet Billboards: Impressive 12m × 3m displays that dominate the landscape
essential classic billboard terminology
- Motorway or Roadside Billboard/Posters
- Large Format Billboards
- Hoardings: Alternative industry term for ‘billboard’
- Non-illuminated panels: Standard paper billboards without lighting
- Backlit/Illuminated Billboards: Enhanced visibility with integrated night lighting
- Face: The advertising display surface (some premium billboards feature dual-sided advertising)
- Flight/Duration: Campaign timeframes measured in days/weeks
- Location list/network: Global’s extensive portfolio of premium UK billboard locations
- Route (Data): Industry-standard audience metrics from Route, available to all Global clients
digital billboard innovation & specifications
Digital displays follow similar size classifications:
- Digital 48-Sheet Billboards: Commanding digital presence
- Digital 96-Sheet Billboards: Maximum digital impact
- Digital Mega 6 sheet: Premium retail digital format
- Industry shorthand: D6, D48, D96, and Digital Mega 6
digital Billboard Industry Terms
- Ad units, Digital Signage, Media Units, screens: Various terms for digital display technology
- Premium DOOH formats: Fame Boards, Big Screens, Iconic Billboards, StreetHubs, Large Format Digital
- Content flexibility: Static, subtle motion (attention-grabbing animation), full motion (dynamic video/DB+)
- Dimming technology: Intelligent brightness adjustment for optimal visibility in all conditions
- Screen dominance: Full-screen exclusivity gives your brand 100% share-of-voice
- Digital Place-Based Media: Advanced remotely controlled DOOH networks
- Display technology: State-of-the-art LED/OLED/LCD displays delivering exceptional visual impact
- Rotation/content segment/loop: Strategic content scheduling for maximum audience engagement
- Spot length: Optimised digital content duration for audience impact
- Multi-touch: Interactive touchscreen capabilities
- Creative assets: Brand-building visuals including video, images and logos
- Audience measurement: Advanced eye-tracking technology for performance analytics
- Content delivery: Sophisticated content management systems for LED displays
- Playback optimisation: Broadcast-quality digital formatting for live screens
street advertising formats
Key street advertising solutions include:
- Street Advertising, Small Roadside, Small format Billboards: Targeted street display formats
- Digital street networks: Cutting-edge street advertising screens
- Eye-Level Billboards: Strategic positioning at consumer eye-level for maximum engagement
- 6-sheet Billboards/D6: Ideal size specification for street environments
- Convenience 6 Sheets: Prime positioning at high-footfall convenience stores
- Street Furniture: Comprehensive advertising infrastructure including benches, bus shelters and kiosks
take your brand further with global
Now you’re equipped with the industry knowledge to make informed decisions about billboard advertising and create campaigns with maximum impact.
Contact Global’s expert team for a straightforward, jargon-free consultation about your billboard advertising strategy. With the UK’s most comprehensive outdoor portfolio, we’ll help your brand stand out.
