[FREE GUIDE] How to select the most strategic outdoor advertising locations in London

For years, fast food giants like McDonald’s and Burger King have been competing for our attention by placing unforgettable billboards throughout city centers. Their witty slogans and catchy advertisements have not gone unnoticed throughout the decades, despite the transformation from analog to digital. The spread of social media has only expedited their outdoor advertising to go viral.

Even though Instagram, TikTok and other social networks now absorb large portions of advertising budgets for major international conglomerates, outdoor advertising has not lost its importance.

 

Location Intelligence & Site Selection

Business Wire reports that the global turnover of billboard and outdoor advertising is expected to reach $90.06 billion in 2025.

With this in mind, big brands are focusing on enhancing their Out-Of-Home (OOH) advertising and introducing modern marketing strategies like street art and live experiences thanks to AR, VR and QR codes.

However, successful outdoor advertising isn’t an easy feat. To reach potential customers, it’s essential to choose the right locations – the places that are not only most popular, but best suited to your target market’s preferences.

Location Intelligence analyses are a proven, critical element to the success of OOH ads, especially when it comes to site selection (assessing and determining strategic locations) in very large cities where a wide choice of locations is available, such as New York, London or Paris.

 

Enhance advertising with Location Intelligence

To best understand how Location Intelligence can be leveraged to design strategic outdoor advertising campaigns, we look at a visualization of one of The Data Appeal Company’s data packages, consisting of a sample of 70,544 points of interest in central London, UK.

The interactive map contains different levels of information (see below), which, when combined and filtered, allow us to conduct various evaluations from a marketing point of view:

• 20 industries/sectors and 600+ categories
• Detailed overview of each individual POI (full name, address, contact information, number of reviews, Sentiment and Popularity scores, etc.)
• Sentiment Score of every POI (an indicator that detects the level of appreciation by customers based on online feedback from over 100 sources)
• Sentiment by topic (i.e. customer opinions based on topic)
• Popularity Index of businesses (i.e. which places are most visited, popular, and reviewed)
• Price Range (i.e. the price level for restaurants)

Thanks to the Time Machine at the bottom of the map, all of the information can also be viewed in the past to detect changes and evolutions based on seasonality or the post-Covid recovery period.

We’ve tested our data to select the areas and businesses across London that are most effective for advertising campaigns in the following three sectors:

• Pet food
• Professional Services
• Sport-related services and products