Not every outdoor advertising campaign needs a large roadside billboard. The 6-sheet poster is a smaller, portrait-format display that is commonly seen in bus shelters and similar street-level environments. It offers a different way for businesses to put their message in front of people as they travel, wait or move around local areas.
The format can be useful where the aim is to build familiarity in particular towns or neighbourhoods. A retailer might want to promote an opening or seasonal offer, while a service business may be interested in regular visibility within the area it serves. The right sites will depend on the people the advertiser wants to reach and the locations available for the proposed dates.
Designing for a 6-sheet poster calls for a slightly different approach from planning a large landscape billboard. The portrait space suits a clear visual, concise headline and recognisable branding. Although viewers may sometimes be closer to the display, an advert still benefits from being understandable without relying on lengthy copy or several competing messages.
Adframe plans 6-sheet advertising campaigns across the UK alongside its 48-sheet billboard offering. The team works with businesses and agencies to discuss target areas, campaign objectives, dates and available budgets. It can then help with location selection, artwork specifications and installation, making it possible to plan focused local activity or incorporate smaller posters into a wider campaign.
A mixed-format approach may be appropriate for some advertisers. Large 48-sheet sites can give a campaign scale in prominent roadside locations, while 6-sheet posters can provide an additional presence at street level. Using both is not automatically necessary, however. The decision should be based on the audience and on whether the extra placements help meet the brief.
It is sensible to allow time for reviewing the proposed artwork as well as the locations. A poster that reads well on a computer screen may look different at its final physical size. Checking the layout and message before it goes to print helps avoid problems once the campaign is under way.
As with any outdoor media, details such as availability, position, campaign length and price should be confirmed before booking. It is also worth deciding whether the campaign is aimed at immediate enquiries or longer-term recognition. With those considerations in place, 6-sheet advertising can be planned as 6 sheet advertising a useful component of local or wider brand activity.