This is a complete guide to billboard advertising in 2025.

In this in-depth guide, you’ll learn:

• How to capture attention and build brand awareness with billboard advertising.
• How to design and execute effective billboard campaigns.
• How to achieve maximum ROI through strategic billboard placements.
• And… lots more

So, if you’re ready to leverage the power of billboard advertising in 2025, this guide is for you.

Let’s dive right in.

What is Billboard Advertising?

Billboard advertising is designing, placing, and managing large outdoor displays to promote your brand, business, or product. Common locations for billboard advertising include busy roads, streets, shopping malls, and other high-traffic areas where they can capture the attention of a wide audience.

Why is Billboard Advertising so Unique?

Billboard advertising is one of the most impactful ways to communicate with a wide audience.

Billboard advertising allows businesses to:

• Capture attention in high-traffic areas where people naturally look up and notice.
• Reinforce brand visibility through repeated exposure in familiar locations.
• Create memorable impressions that stick with viewers long after they’ve passed by.

Communicating your message clearly and consistently on billboards ensures your brand stays at the top of your mind, influences decisions, and connects with people on the move.

What is the Billboard Advertising Funnel Like?

We typically visualize the customer journey with a framework that highlights the stages in the buying process and how potential customers move from seeing an ad to taking action.

With billboard advertising, this journey looks slightly different compared to digital marketing. It’s built on three pillars:

• Awareness: Attracting attention and introducing your brand.
• Engagement: Sparking curiosity and building a connection.
• Conversion: Encouraging the audience to take action.

To simplify, billboards succeed in visibility, repetition, and concise messaging to guide prospects from awareness to action.

And… this entire process considers how outdoor advertising works alongside other channels to influence customers.

Here’s another way to visualize it, in a more structured fashion:

Picture this funnel as flowing through phases like “capture,” “connect,” and “convert.” Strangers driving or walking on a busy road or in a city notice your billboard, start thinking about your brand, and eventually take steps to engage with it.

In some campaigns, we focus heavily on the awareness and engagement stages because billboards do better at visibility and creating lasting impressions. However, billboards can also drive meaningful conversions when integrated with other marketing efforts like digital ads or social media campaigns. That’s why I always recommend creating cohesive strategies that bridge offline and online channels.

Pro tip: I can uncover patterns in customer behavior, optimize placements, and maximize ROI by tracking how billboards complement other marketing efforts. This ensures the funnel works seamlessly from start to finish.

Now, let’s look at types of billboard advertising.

What are the Types of Billboard Advertising?

It’s no secret that billboard advertising is one of the most impactful ways to grab attention.

But, here’s the deal:

Not all billboards are created equal.

In fact, the type of billboard you choose can make or break your campaign.

Put another way:

A strategically placed digital billboard can outperform a poorly located static one by miles.

And… here are the 5 types of billboard advertising you need to know about:

#1: Static Billboards

What It Is:

Static billboards are:

• Large, non-digital advertisements
• Fixed structures along highways and busy streets
• Common in both urban and rural areas
• A cost-effective way to deliver powerful messages

Why It Works:

Static billboards are highly visible and don’t rely on technology to reach people. For example, when a business places a billboard at a high-traffic location, its message is seen by thousands daily without the need for screens or electricity. This simple but effective form of advertising ensures their message remains consistent, even in areas with limited access to digital infrastructure.

Real-Life Example:

#2: Mobile Billboards

What It Is:

Advertisements displayed on moving vehicles, like:

• Buses (Danfo and Korope)
• Trucks
• Taxis

Why It Works:

Mobile billboards combine mobility and visibility to convey your message to your audience.

In fact, during peak traffic hours, these ads are hard to miss. The message has time to sink in when vehicles are stuck in traffic. It’s like turning a daily commute into a prime advertising opportunity.

Real-Life Example:

#3: Transit Billboards

What It Is:

Advertisements placed on public transport vehicles, including:

• BRT buses
• Intercity transport vehicles
• Keke napep (tricycles)

Why It Works:

Transit billboards offer unmatched visibility in crowded areas. As people commute daily, these ads naturally integrate into their environment, making them almost impossible to ignore.

In fact, transit advertising works exceptionally well for time-sensitive campaigns or promotions targeting commuters. Whether it’s a sale announcement or a public health message, transit billboards are designed to capture attention.

Real-Life Example:

#4: Banner Billboards

What It Is:

Lightweight, flexible advertisements printed on materials like vinyl and fabric

Typically hung on buildings, fences, or poles, banner billboards are widely used for short-term campaigns.

Why It Works:

Banner billboards are incredibly affordable and easy to produce, making them a go-to choice for temporary advertising. Whether it’s promoting a local event or a seasonal sale, these banners grab attention in high-traffic areas without breaking the bank.

In fact, their portability means they can be quickly set up in marketplaces, bus stops, or near schools, ensuring the message reaches the right audience at the right time.

Real-Life Example:

#5: Digital Billboards

What It Is:

Digital billboards are:

• LED screens for dynamic ads
• Displays for videos, animations, and rotating images
• Found in malls and busy roads

Why It Works:

Digital billboards are highly engaging. Their bright, moving visuals grab attention in ways static billboards can’t.

For example, businesses can use them to showcase time-sensitive campaigns like flash sales or event promotions. Since the content can be updated in real-time, advertisers can keep their messaging fresh without printing new materials.

Real-Life Example:

9 Expert Billboard Advertising Tips You Can Use This Year

There is no single way to approach billboard advertising, so I thought creating a guide featuring tips from top marketing experts with experience with this form of advertising would be helpful.

I contacted experts from different industries to answer one key question: “Based on your experience, what’s the ONE tip you recommend for creating billboard campaigns that truly stand out this year?”

Here are the experts who shared their thoughts:

• Idris Taiwo, Chief Marketing Officer, Cardify Africa
• Afeez Adebayo, Founder, Digital Marketing Pro NG
• Milton Tutu, Chief Marketing Officer, Selar
• Israel Oladipupo, Tech Operator, Ex; PalmPay
• Charles Anijekwu, Senior Growth Marketing Manager, Renmoney
• Faruq Animasahun, who also wrote the article you’re reading
• Omolara Dada, Growth and Marketing Lead, Anchor
• Maurice Igugu, Chief Marketing Officer, Sterling Bank Plc
• Chiedozie Ike, Senior Associate, Customer Lifecycle Management, Flutterwave

Timing Matters in Billboard Advertising

“When it comes to putting up a billboard, every detail counts. The timing of when it goes live, the design that catches the eye, and the content that tells a story are not just extras. They are the requirements that determine if your message is remembered or ignored.

I’ve learned that when the timing is right and the design and content work together seamlessly, a billboard doesn’t just get seen, it gets pocketed”

Idris Taiwo, Chief Marketing Officer, Cardify Africa

Choose Locations Strategically

“Billboard placement is important for top-of-mind awareness. To make your billboard convert, put your billboard where your customers are”

Afeez Adebayo, Founder, Digital Marketing Pro NG

Billboards Connect Brands with People in a Memorable Way

“Billboards are more than just ads; they’re landmarks that connect brands with people in a memorable way. One of my most exciting experiences was our Selar’s Creator’s Summit billboard campaign, where the strategic placement and bold design turned high-traffic locations into conversation starters, increasing our brand awareness and driving sign-ups. 

Seeing how a simple yet striking message can create such a powerful impact is amazing. But more importantly, knowing the right medium to reach your customers will advise you on the right channel to reach them. As much as some channels like billboard advertising sound great, you have to know if it’s the right channel for you or not.”

Milton Tutu, Chief Marketing Officer, Selar

Don’t Jump Straight to Creativity

“Understanding your audience and planning strategically precedes creativity. Too often, brands rush to create flashy designs or catchy slogans without taking the time to get the basics right. While you might get lucky, it’s not a reliable way to build a long-term connection with your audience.

Instead, start with clarity, strategy, and purpose, and your billboard advertising will stand out in the crowd.

Here’s the truth, billboard advertising is still one of the most powerful ways to scale your brand messaging when used strategically.

Follow these 3 steps:

• Start with understanding the Nigerian consumer (or your audience). Who are you talking to, and what message will connect with them in a way that’s clear, concise, and compelling? Knowing their habits, culture, and what resonates will help your billboard stand out.
• Move on to mastering Out of Home media planning. This is where you make critical decisions like choosing between static and digital boards. As a new brand, static boards often provide more impact because they give you uninterrupted visibility instead of competing for attention on a shared digital screen.
• Finally, craft a message that combines creativity and simplicity. Billboards are seen at a glance, so every word and visual must work hard to grab attention and make a lasting impression.”

Israel Oladipupo, Tech Operator, Ex; PalmPay

Keep It Simple

“A billboard is not the same as a website landing page, and treating it like one is a mistake I see too often. Billboards are all about grabbing attention quickly and leaving a lasting impression, not cramming in every detail about your product or service.

Here’s where the 8-elements design rule comes in:

Every element on your billboard; including pictures, words, and logos should not exceed 8 in total.

Why?

The less crowded the billboard, the more likely it is that your message will stick with your audience.

Think of it like this:

A clean, clear, and focused billboard has the power to turn heads and make your brand memorable, even if someone is just driving by.”

Charles Anijekwu, Senior Growth Marketing Manager, Renmoney

Design Billboards That Move With Your Audience

“We don’t need static, overcrowded billboards anymore. If the design brief suggests packing in all the information like product benefits, contact details, a captivating tagline… you name it. STOP!

Two reasons why:

• Your audience is constantly moving and they have only seconds to notice, understand, and absorb the message being communicated. A billboard with too much information or visual elements is hard to focus on, so people are likely to ignore it
• A simple and clear design is highly effective in billboard advertising. A single bold message, high-contrast colors, and clean visuals can grab attention, guide the viewer’s eye, and leave a strong and memorable impact on someone’s mind, all within just a few seconds.

When you consider how motion influences design choices and focus on clarity, your billboard captures their attention and stays in their memory. A thoughtfully crafted billboard that connects emotionally with the audience through humor, inspiration, or relatability can set your campaign apart and make it truly unforgettable.”

Faruq Animasahun, who also wrote the article you’re reading

Be Controversial

“People enjoy topics that spark conversation. To stand out, make the content on your billboard lean towards being controversial—not in a negative way though, but in a manner that sparks curiosity and encourages engagement.”

Omolara Dada, Growth and Marketing Lead, Anchor

Make it STOPworthy

“Your billboard isn’t just competing with other ads. It’s up against TikTok, Instagram, and drivers lost in their playlists. To grab attention this year, you need a message that stops people in their tracks: a bold mystery, a visual twist, or a phrase so unforgettable it gets stuck in their heads. If they don’t pause, snap, and share, your campaign never even starts.”

Maurice Igugu, Chief Marketing Officer, Sterling Bank Plc

Be Consistent

“I’ll break this into two clear steps.

First, if your budget allows, invest in billboard ads placed along a well-traveled stretch of road. Repetition works wonders; seeing the same message repeatedly helps embed it in people’s minds, making it more memorable.

Second, take it a step further with a 360° campaign. Combine your billboards with targeted digital ads on social media. By creating multiple touchpoints, you increase the chances of your audience noticing and remembering your message. On average, people need to encounter an ad about seven times before they’re ready to take action.”

Chiedozie Ike, Senior Associate, Customer Lifecycle Management, Flutterwave

What are the Billboard Advertising Benefits in Nigeria?

Billboard advertising is one of the most effective and impactful forms of marketing.

In other words, it’s a powerful way to grab attention and make your message stick.

Put another way:

A single well-placed billboard can reach thousands of people daily, making it a valuable tool for building brand awareness.

As it turns out, the benefits of billboard advertising go far beyond visibility.

#1: High visibility and reach

Would you rather place your ad where a handful of people will see it… or in front of thousands daily?

As it turns out, billboards offer exactly that kind of exposure.

This is because they’re strategically placed in high-traffic areas like highways, city centers, and major intersections.

For example, locations like the Lagos-Ibadan Expressway, Computer Village in Ikeja, and Wuse Market in Abuja are some of the busiest spots in Nigeria.

Billboards in these areas don’t just grab attention, they dominate it. And that consistent visibility helps brands reach an incredibly broad audience over time.

Are these locations competitive?

Definitely.

Are they worth it?

Absolutely.

#2: 24/7 exposure

Unlike TV or radio ads that run for specific time slots, billboards offer round-the-clock visibility.

What does this mean?

Your message is always there, day and night, ensuring it’s seen by drivers, pedestrians, and commuters no matter the time of day.

Now, a quick word of caution:

To make the most of this continuous exposure, it’s crucial to design a billboard that grabs attention and communicates your message. A poorly designed ad may get overlooked, even with 24/7 visibility.

With the right approach, billboards can maximize message retention and deliver unmatched consistency throughout your campaign.

#3: Captures local audiences effectively

Billboards work best when they connect with the right audience.

And it makes sense if you think about it:

Imagine you’re running a local bakery. Placing a billboard in your neighborhood ensures your ad is seen by the people most likely to visit your shop.

In this case, targeting your immediate community through a well-placed billboard is far more effective than advertising in a distant area or on platforms with a broader but less relevant audience.

This localized approach makes billboard advertising so powerful for small businesses and events aiming to dominate their local markets.

#4: Builds brand awareness and trust

Trust plays a huge role in purchasing decisions.

And it makes sense if you think about it:

When people see a brand repeatedly on billboards in busy areas, they start associating it with reliability and credibility.

In fact, consistent billboard advertising sends a clear message:

This brand is here to stay. It’s invested in creating a strong physical presence.

Over time, this frequent exposure builds both recognition and trust, ensuring the audience remembers the brand when it matters most.

#5: Complements digital ads

Let’s say you’re running digital ads to drive traffic to your website.

Great.

Now, imagine adding a billboard to the mix with a QR code, social media handle, or website URL.

Does the billboard make your digital campaign stronger?

Absolutely.

Billboards bridge the gap between offline and online advertising, driving physical audiences to engage with your online platforms.

Or put another way:

A well-placed billboard doesn’t just grab attention, it improves your digital reach. By integrating these two strategies, you can maximize engagement across channels and make your campaigns far more effective.

#6: Effective in traffic-prone areas

Traffic congestion isn’t just a headache for people, it’s also an opportunity for businesses.

And it makes sense if you think about it:

Imagine commuters stuck in traffic on a busy Lagos road.

Billboards in high-traffic areas benefit from the extended viewing time that comes with slow-moving vehicles and long queues.

In this case, those extra seconds (or minutes) allow people to fully absorb the messages on display, making these locations incredibly effective for advertising campaigns.

Strategic placement in traffic-prone areas ensures your message doesn’t just get noticed, it gets remembered.

#7: Long lifespan for static billboards

Static billboards are designed to last.

What does that mean?

Unlike other advertising methods that require constant updates, static billboards remain visible for the entire rental period without any additional costs.

Now, a quick word of advice:

This extended visibility makes them perfect for businesses looking to maintain consistent exposure over several months.

Since static billboards don’t change frequently, they ensure repeated exposure to the same audience, reinforcing your message over time.

#8: Cost-effective for long-term campaigns

Let’s say you invest in a billboard campaign.

Awesome.

Now, imagine the billboard stays up for months, delivering your message to thousands of people every single day.

Does the initial cost feel high anymore?

Not really.

As it turns out, billboards become incredibly cost-effective when viewed over the long term.

Or put another way:

The cost-per-impression is remarkably low, making billboards one of the best options for businesses with long-term marketing goals. By keeping your message visible without ongoing costs, they deliver consistent value over time.

Engage Your Target Audience With Effective Billboard Advertising

With effective billboard advertising, you can reach your target audience and leave a lasting impression.

There are several ways to leverage billboards to boost brand awareness, drive engagement, and ensure your message resonates with the right people.

And… make every billboard placement count by choosing strategic locations, creating sure-fire designs, and adding clear, actionable messaging.

To get started, decide which approach aligns best with your goals and audience, then develop a strategic plan to turn your billboard advertising into a tool that captivates and converts today.

Keep Learning

Want to keep learning about marketing?

I got you covered.

Here are some of our favorite resources you can read to keep the learning going:

1. How to Calculate Billboard Advertising Cost in Nigeria
2. What Is Digital PR And How Can It Impact Your Business?
3. How to Create Engaging Content That Drives Traffic
4. The Future of SEO: Key Developments for 2025
5. How to Get Your First 10K Views on Social Media
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