Property owners naturally look for ways to increase the value and income generated by their assets.
One opportunity that is frequently overlooked is the advertising potential of a building, boundary or section of land.
A roadside wall that currently generates no income could potentially accommodate an advertising panel. An unused strip of land beside a busy junction could become a long-term rental asset. An existing billboard agreement may also be capable of producing a stronger return.
What Types of Property Could Be Suitable?
A wide range of property types may have outdoor advertising potential, including:
- Commercial and industrial buildings
- Retail units and shopping areas
- Pubs, hotels and leisure properties
- Car parks and petrol stations
- Development and regeneration sites
- Roadside land
- Gable-end walls
- Existing or previously used billboard locations
The key issue is not necessarily the type of property. It is the strength of the advertising position.
What Makes a Strong Billboard Location?
Advertising operators will usually consider several factors when assessing a potential site.
Visibility
The display needs to be clearly visible to approaching traffic or pedestrians. Trees, street furniture, neighbouring buildings and the direction of travel can all affect its value.
Audience
Locations beside busy roads, junctions, commuter routes, retail centres and densely populated areas are often attractive because they provide repeated exposure to a significant audience.
Viewing Time
A site positioned near traffic lights, roundabouts or areas of slower-moving traffic may offer longer viewing time than a location where vehicles pass at high speed.
Size and Orientation
The available space must be capable of supporting an appropriately sized display without negatively affecting access, neighbouring properties or highway safety.
Planning Position
Most advertising displays require advertisement consent. The planning authority will consider issues such as amenity and public safety before granting permission.
An existing consent, historic planning record or established advertising use can therefore be extremely valuable when assessing a location.
What Happens When a Site Is Suitable?
The process will depend on whether the property already contains a billboard.
For a new location, the typical stages may include:
- An initial site assessment
- Review of ownership and boundaries
- Planning and feasibility checks
- Agreement of commercial terms
- Submission of any required applications
- Design and construction
- Ongoing operation and maintenance
Where a billboard is already present, the process may instead focus on reviewing the existing agreement, condition of the structure and current rental terms.
Many operators will fund the planning, construction and maintenance of a viable advertising display in exchange for a lease or licence over the relevant part of the property. Similar billboard development models are already promoted within the UK market as a way for owners to generate rental income from unused land or building façades.
Reviewing an Existing Billboard Agreement
Owners with an existing billboard should not assume that the current agreement represents the best available terms.
Older leases can contain:
- Below-market rents
- Long renewal periods
- Weak rent review provisions
- Broad access rights
- Limited maintenance obligations
- Unclear responsibilities for rates or repairs
Before renewing or extending an agreement, the owner should understand the strength of the advertising location and the potential level of interest from alternative operators.
The highest headline offer is not always automatically the best arrangement. Owners should also consider payment security, maintenance standards, lease duration, access requirements and the operator’s ability to sell and maintain the site.
Previous Billboard Sites Should Not Be Ignored
A location may still have value even if its billboard has been removed.
Historic advertising sites can sometimes retain:
- Existing structures or foundations
- Previous planning records
- Established visibility
- A recognised commercial advertising position
- Potential for redevelopment in a different format
The site will still need to be assessed, but a previous advertising use can provide an important starting point.
How PSL Supports Property Owners
Poster Site Locations works with owners who have an existing billboard, a former advertising location or a property that may be suitable for a new display.
Our assessment considers:
- The full property address
- Photographs and visibility
- Traffic and surrounding land use
- Existing panel condition
- Planning history
- Current leases or operator agreements
- Access and construction considerations
- Likely commercial demand
Once the information has been reviewed, we can determine whether the property is likely to be suitable and advise on the next stage.
Your property may contain an income-producing opportunity that has never been properly assessed.
Contact Poster Site Locations to submit your property for an initial billboard site review.