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in reach or not affordable
If you are looking at a national campaign that considers every Southeast bus route and billboards along the route, this would require what most SMEs could define as a big budget, which might be out of reach of most small businesses’ marketing budgets.
Article Summary
Outdoor advertising isn’t inherently expensive—costs depend on exposure levels and location rather than the medium itself. Many affordable options exist for SMEs, especially when targeting local audiences. By choosing the right formats and securing smart placements, brands can achieve meaningful reach and recall without breaking the budget. Global supports this with strategic planning and flexible execution, helping businesses maximise impact and return on spend.
However, it is not the advertising channel that has a high cost; it is the amount of exposure and the location. Think CPM or cost per impression. The more eyeballs, traffic and footfall, the more perceived value, hence the higher the cost.
A billboard in Leicester Square will be more expensive than one at a Luton shopping centre. However, if, for example, all your customers live in Luton, it could be a more attractive spend.
It’s about eyeballs and footfall, not pounds and pence
Global leads the market for advertising on public transport networks in towns and city centres throughout the UK.
Our commercial team is dedicated to helping your brand build a deeper and more effective connection with our national audience.
Local Outdoor Advertising
If you are looking to pinpoint target your advertising, outdoor advertising at a local level could make a lot of sense for you.
For example, if you are a business looking to open at a new location, you may choose to advertise on the most appropriate bus routes in that area. Buses can help raise your brand above the clutter and reach audiences at a local level. Bus advertising alone has been known to reach up to 48m people over two weeks.
If your customers travel to a shopping centre by car, then promoting your brand on billboards at major junctions before they start shopping could be an option.
Suppose your audience listens to the radio whilst travelling or in their homes. In that case, another advertising channel can be added to the mix. Our brands include Heart, Capital, LBC, Capital XTRA, Classic FM, Smooth, Radio X and Gold.
Maximise your budget through harnessing our knowledge
Global is an end supplier; there is no middleman. So, if you are interested in maximising your budget and launching your next campaign, we are the experts!
Creativity informed by insights: that’s how you make impact
Our expert insights team play a pivotal role at Global, and can support you to ensure you gain the results you’re looking for while maximising your spend. Our approach covers everything from audience analysis to campaign performance, and everything in between. Outdoor advertising has been very successful for a number of our smaller clients.
Give us a call today to discuss how we can help your brand.
