How many minutes a day should I book on a digital billboard?
Sixty minutes a day is the standard minimum across most of our network, and for most campaigns it is also the right answer. Buy more minutes only once you already have enough days — frequency over the run beats intensity on any single day.
Here is a trade-off almost every first-time buyer gets wrong, and it is an easy one to fix.
You have a fixed budget. You can spend it on more minutes per day over fewer days, or fewer minutes per day over more days. Instinct says go loud. Instinct is wrong.
Why the longer, quieter run wins
Out-of-home does not work by volume on a single day. It works by turning up again on Tuesday, and Wednesday, and the Tuesday after that, until a brand that was unfamiliar is simply part of the furniture of somebody’s commute. Doubling your minutes on Monday does not double the number of people who see you — it mostly shows the same person twice in an hour.
Extending the run, on the other hand, reaches the people who were not on that road on Monday. And there are a lot of them.
| Shape | What it gives you | Good for |
|---|---|---|
| Heavy minutes, short run | High intensity, narrow reach | A single-day event, a one-night launch |
| Standard minutes, long run | Repeat exposure, broad reach | Almost everything else |
| Standard minutes, several sites | Route coverage | Corridor and catchment campaigns |
Same spend, two shapes — what each one actually buys
When more minutes genuinely is the answer
- A dated event — a concert, a one-day sale, a match — where there is no "later".
- A competitor is on the same screen and you want a clearly larger share of the loop.
- A short on-air window. On a site running six hours a day, sixty minutes is already a big share; on a fourteen-hour site it is a modest one.
See the actual sites
Every screen has its own page with a photograph, the size, the direction it faces and the hours it runs.
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