A hoarding campaign succeeds or fails on three decisions: where the site is, how long the campaign runs, and how little you put on the panel.
Site selection beats site size
A smaller panel on the correct side of a commuter route will outperform a larger one facing the wrong direction. Assess sites by traffic direction, approach distance, obstruction and the speed at which vehicles pass.
Ask how long the panel is visible for as a vehicle approaches. Anything under three seconds limits you to a logo and five words.
Creative rules
Outdoor creative is not a print advertisement scaled up.
- One idea per panel
- Six to eight words maximum in the headline
- High contrast between text and background
- Logo large enough to read at distance
- One call to action — a name, a number or a location
Duration
Recall is built by repetition. A single month on a commuter corridor gives a daily traveller roughly twenty exposures, which is usually the point where recall becomes reliable. Very short bursts work only when supported by other media.
Measuring outcome
Outdoor is not click-measured, so set up proxies before the campaign starts: a dedicated phone number, a landing page, or a simple question at the point of sale. Comparing search interest and walk-ins before and during the campaign period is a practical baseline.
This article is general guidance on outdoor advertising practice. It does not state rates, availability or guaranteed campaign outcomes — those are confirmed by our team for each requirement.