What are 96-sheets?

The 96-sheet billboard is the largest billboard size in the UK. Twice as large as a 48-sheet, the 96-sheet is designed and intended for viewing from long distances. It offers businesses high-impact, making it one of the most popular of all large billboard advertising formats.

There is nothing more impressive than a 96-sheet billboard and because they are so big, they can convey a lot of information as well as attract a wide variety of people, making them perfect for brands that want to make a significant impression.

Why is it called a 96-sheet?

The term “96-sheet” comes from its size. The 96-sheet billboard is rectangular and measures approximately 20 feet high x 40 feet wide, offering a total display area of 960 sq ft. Similar to other billboard sizes, the number in the name (96-sheet) traditionally referred to the number of individual paper sheets used to create the billboard. However, modern out-of-home advertising signifies the overall size of the billboard display.

What is the size of a 96-sheet billboard?

As the largest billboard format, the 96-sheet billboard offers high impact. And at 20 ft x 40 ft, there is ample space for your advertising message to truly make an impression.

At a landscape orientation, these billboards approximately measure:

20 ft height x 40 ft width
240” height x 480” width
6m height x 12m width
609 cm height x 1219 cm width

Where are 96-Sheets used?

You will typically find a 96-sheet billboard in high-traffic areas such as motorway overheads, bridges, key traffic spots, key tourist attractions, important landmarks and more. Their large size and prominent placement make them highly effective at capturing the attention of passersby.

There are a limited number of sites with 96-sheet billboards meaning they tend to get booked up in advance. If you’re looking to advertise with a 96-sheet, we recommend forward planning and booking early to avoid disappointment. Get in touch today to kickstart your billboard advertising campaign.

96-Sheet billboard Costs

Just because it is the largest format, doesn’t mean it’s not cost-effective. The 96-sheet is accessible to most businesses that are looking for maximum impact, with costs as low as £500 per site for a 2-week minimum campaign. Just like most forms of out-of-home advertising, the cost of 96-sheet billboards also depends on a number of factors:

Location of Billboard

Billboards in high-traffic areas such as city centres may cost more than those in less busy areas. Placing your advertisement in a high-traffic area typically results in more visibility and exposure, therefore you can expect to be paying more for these locations. Additionally, 96-sheets are few and far between meaning demand is high, which can raise costs.

Material and Artwork Costs

Whether it’s paper, vinyl or 3D images, the choice of materials and artwork affects the initial and ongoing costs of a billboard advertisement. Some advertisers will include the cost of artwork, design and production in their quotes whereas others will add these on top. It’s best to confirm these beforehand to avoid unexpected expenses.

Campaign Duration

The campaign duration refers to the length of time your billboard will be displayed. Billboards are typically booked on a 2-week cycle but there are often discounts for longer-term bookings which can be a cost-effective choice for advertisers looking for long-term impact.

Type of Billboard

The type of billboard can determine the cost of the campaign. There are two common types of billboards: traditional and digital. Digital billboards tend to cost more than traditional billboards because they are costly to set up and maintain.

Traditional Vs Digital

It’s important to understand the different types of billboards to get the most out of your billboard advertising campaign. Traditional billboards offer exclusivity to brands and are typically more affordable than digital billboards. Digital billboards share advertising space with a minimum of 5 other advertisers and only provide 10 seconds of display time for each minute, meaning they have less visibility and less impact compared to traditional billboards.

However, digital billboards allow for dynamic content and remote control, meaning if you need to make an update at any point during the campaign, you can do so without the associated costs of being there in person, physical materials, transportation and installation.

Typically, 96-sheets are paper. However, there are a few digital 96-sheet options for you to choose from. With traditional 96-sheet billboards, you can expect to pay £625 per 2-week booking with the benefit of exclusivity over advertising space. Digital 96 sheet billboards can set you back anywhere between £2,000-£5,000 for a 2-week slot with 1/6th of the coverage.

Who is the 96-sheet for?

Like any other billboard size, the 96-sheet is used by a variety of businesses and industries to advertise a brand, company, product, service or campaign. Businesses tend to choose a 96-sheet billboard when they are in need of a large and highly visible advertising space to reach a large and diverse audience.

Here are some examples of businesses that might use a 96-sheet billboard:

Entertainment Industry: The 96-sheet provides great visibility and reach which for the entertainment industry can be hugely beneficial when promoting upcoming films, shows or events.

Consumer Brands: Established consumer brands may use 96-sheet billboards to advertise products and build brand awareness.

Tourism and Hospitality: The large space that 96 sheets provide, allows for more visual impact which can be used by tourist and hospitality brands to promote destinations and accommodation in a striking and captivating way.

How Effective is 96-Sheet Billboard Advertising?

The unusual format of a 96-sheet billboard means that they make a bold statement and investing in such a billboard size shows that your business is looking to make a significant impact. The 96-sheet provides ample space for your advertising message, allowing for more detailed and creative content compared to smaller formats.

According to the Out of Home Advertising Association of America, OOH advertising methods are between 38% and 86% effective at provoking a consumer's response. (1) However, the effectiveness of any billboard campaign comes from the messaging, creativity of the design and how well it resonates with your target audience.

Overall, 96 sheets are effective at reaching a large and diverse audience to increase brand awareness and generate interest, but it’s best to work with a professional media buying and planning agency such as One Day Agency to optimise your campaign for maximum impact. Get in touch with One Day Out of Home Advertising Agency today.

FAQs

What is a 96-sheet?

The 96-sheet is the largest billboard size in the UK. Twice as large as a 48-sheet, the 96-sheet is designed and intended for viewing from long distances as well as capturing mass amounts of attention. They’re typically placed in high-traffic areas such as motorway overheads, bridges, key traffic spots, key tourist attractions, important landmarks and more.

What is the difference between a 48-sheet and a 96-sheet?

The 48-sheet is the standard-sized out-of-home advertising display measuring approximately 6.1m x 3.05m. The 96-sheet billboard is rectangular in shape and measures approximately 20 feet high x 40 feet wide, offering a total display area of 960 sq ft.

How long do advertisements typically stay on a 96-sheet billboard?

Billboards are typically booked in 2-week cycles. However, billboard advertisements typically stay up for at least four weeks with most campaigns lasting several months. You can determine the duration of your billboard campaign based on your budget, preferences and campaign goals.

Related Reading

What is a 48-sheet billboard?

References

https://trueimpactmedia.com/blog/billboard-facts-2023/#:~:text=%231%20Billboards%20Are%20Eye%2DCatching%20%26%20Effective&text=According%20to%20the%20Out%20of,46%25%20and%2084%25%20effective.

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