A Beginner's Guide to Booking Billboards

Billboards are one of the most powerful ways to get your brand seen in the real world. Whether you're promoting a new product, hosting an event, or just trying to create buzz, a billboard can give you massive reach — if you know how to book one the right way.

If you've never booked a billboard before, don't worry. Here's a simple guide that walks you through everything you need to know — from pricing to artwork to going digital.

🎯 How Much Does a Billboard Really Cost?

Billboards usually come in two formats, namely Static or digital screens. Each of these formats have their own costing structure.

When it comes to static (traditional) billboards, pricing is usually made up of three key things:

1. Printing

Your billboard design will be printed on a material like flex or vinyl. This is usually charged per square foot or meter.

• Cost range: GHS 1,500–2,500 depending on the size and complexity. For very large format billboards pricing can be higher.

2. Installation/Flighting

Once printed, your artwork needs to be physically mounted onto the billboard structure. This involves a team (and sometimes a crane) doing the heavy lifting.

• Cost range: GHS 600–1,000 for an average-size billboard

3. Monthly Rental Fee

This is the fee you pay to have your ad displayed for a set period — usually monthly or quarterly. The price varies based on:

• The location (high-traffic = higher cost)
• The size of the board
• How visible it is from the road
• Cost range: GHS 2,000–25,000 per month

(Premium areas like airports or CBDs will be at the top end.)

💡 What About Digital Billboards?

Digital screens work a little differently — and often more flexibly. Since there's no printing or physical mounting involved, you only pay for screen time.

Here's how it works:

• You pay for a slot (usually 10–30 seconds) in a repeating loop
• The cost depends on how often your ad plays, what times of day, and where the screen is located
• Typical cost: GHS 800–5,000 per week for basic slots
• High-end screens (e.g., Dzorwulu, Airport) can cost GHS 6,000–15,000+ per month

Digital is ideal if:

• You want to run different versions of your ad at different times
• You have a video, animation, or countdown
• You want a shorter, more flexible campaign.

🎨 Designing Your Billboard

Billboards are all about big impact in a few seconds. Drivers and passersby don't have time to read paragraphs — so your artwork needs to be simple, bold, and clear.

Here are a few golden rules:

• Keep text short (5–7 words max for the main message)
• Use bold fonts and high-contrast colors
• Include a clear call to action — like a website, phone number, or location
• Make sure your brand logo is visible but not overpowering

For static boards, your file will usually be designed at 10% scale and submitted in PDF or TIFF. For digital, you'll need to follow the pixel dimensions of the specific screen (usually provided by the media owner).

🧠 Other Things to Know Before You Book

Lead times:

• Static boards take around 7–10 days to print and install.
• Digital ads can go live in 24–48 hours.

Permits:

Most billboard owners handle city permits and approvals, but always ask — especially for political, alcohol, or religious ads.

Proof of performance:

Always request photos of your billboard once it's live. Some digital boards also offer playback logs to show how many times your ad ran.

🛠 Bonus: Use a Platform Like Midiarack

Instead of calling five different billboard companies and negotiating prices manually, platforms like Midiarack let you:

• Browse available billboards across Ghana
• Compare prices instantly (no hidden fees)
• Upload your artwork and book on the spot
• Access media kits and proof of performance in one dashboard

It's billboard booking, but smarter.

🚀 Final Thoughts

Booking a billboard can be simple, powerful, and surprisingly affordable — if you know how it works. Whether you're going static or digital, the key is planning ahead, keeping your message clear, and choosing the right location for your brand.

And now that you know how it all works, you're ready to go big.