What are 6 Sheets? Exploring the Power and Versatility of a Classic Advertising Medium

6 sheets are a highly visible and influential form of outdoor advertising that showcase large-scale printed visuals on dedicated structures, reaching a diverse audience in high-traffic areas. 

The term “6 sheets” refers to a specific size of standardised advertising poster, measuring 1200 x 1800 mm. These posters are designed to capture the attention of passersby and make a lasting impression, making them a popular choice for businesses looking to promote their products and services. 

In this comprehensive guide, we’ll explore the different variations of 6 sheet advertising, delve into its history, and discuss the many benefits it offers to advertisers. 

6 sheets poster advertising in Liverpool

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The History of 6 Sheets Advertising

The name “6 sheets” has an intriguing origin that dates back to the early days of poster advertising. Initially, outdoor posters were printed on individual sheets of paper, which were then pasted together to create a larger display.

The term “6 sheets” emerged as a reference to the size of these posters, which typically consisted of six individual sheets arranged together.

This standardised format became widely recognised and adopted in the advertising industry, ultimately leading to the popularisation of the term and the continued use of “6 sheet” posters as a prominent outdoor advertising medium.

As technology evolved, so did the 6 sheet advertising format. The advent of digital printing enabled advertisers to create more vibrant, high-resolution images, further increasing the appeal of this classic medium.

The digital era also introduced the concept of digital 6 sheet advertising, where static images were replaced with dynamic, animated content displayed on electronic billboards. These innovations allowed advertisers to deliver engaging and immersive experiences to their target audience, while still maintaining the benefits of a standardised format.

Despite the rise of digital advertising, classic 6 sheet advertising has maintained its position as a powerful and cost-effective advertising medium. Today, 6 sheets can be found in various public spaces, in a range of different formats.

Different Types of 6 Sheets

6 sheet advertising comes in a variety of forms, catering to diverse advertising needs and environments. While the classic printed 6 sheet posters remain popular, digital 6 sheet displays have emerged as a dynamic alternative. Here, we’ll discuss some of the different types of 6 sheets, both printed and digital.

Bus Shelter 6 Sheets: One of the most prevalent locations for 6 sheet advertising, bus shelters offer a captive audience waiting for public transportation. The traditional printed posters are strategically placed for maximum visibility, often incorporating backlighting to enhance their impact during both day and night. In recent years, digital bus shelter 6 sheets have emerged, featuring rotating advertisements or interactive elements that provide advertisers the opportunity to engage their audience and keep their content fresh and relevant.

Wall-mounted 6 Sheets: These large-scale posters can be found mounted on walls, often near busy streets or in high-traffic areas. They are designed to capture the attention of pedestrians and drivers alike, making them an effective means of outdoor advertising for a wide range of industries. Digital wall-mounted 6 sheets have expanded the possibilities, with high-resolution images, videos, and animations providing an engaging visual experience.

Roadside 6 Sheets: Typically raised and illuminated, classic roadside 6 sheets are placed in strategic locations along busy roads and highways. Their elevated positioning ensures they can be easily seen by passing motorists, while their illumination ensures they remain visible during nighttime hours. With advances in technology, digital roadside 6 sheets have become an impactful advertising medium. These displays can be easily updated with new content, and their high-resolution screens ensure that they remain visible even in bright sunlight or during nighttime hours.

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Classic vs Digital 6 Sheets

When it comes to choosing between classic printed and digital 6 sheets, advertisers must carefully consider the benefits and drawbacks of each format to determine which best suits their needs and objectives. In this section, we will compare the advantages of classic and digital 6 sheets, highlighting the unique features that each format offers.

Classic 6 Sheets


Affordability: One of the main benefits of classic 6 sheets is their cost-effectiveness. Traditional printed posters are generally more affordable than digital alternatives, making them an attractive option for businesses with limited advertising budgets.

Constant Visibility: Unlike digital screens that rotate through multiple advertisements, classic 6 sheets display a single message throughout the duration of the campaign, ensuring that the advertisement remains visible at all times. This consistent exposure can help reinforce brand recall and increase the effectiveness of the campaign.

Backlit Displays: Many classic 6 sheet posters are backlit, ensuring that they remain visible and impactful both during the day and night. This feature enhances the visibility of the advertisement, making it as effective as its digital counterpart.

Special Finishes: Printed 6 sheets can be enhanced with special finishes such as metallic inks, embossing, or lenticular printing. These unique touches add depth and texture to the design, making the poster stand out from its surroundings and creating a lasting impression on viewers.

Digital 6 Sheets


Interactive Elements: Digital 6 sheets offer the opportunity to incorporate touchscreens or other interactive components, providing users with a more immersive advertising experience. By engaging viewers through quizzes, games, or product demonstrations, digital 6 sheets can create memorable experiences that resonate with audiences.

Real-time Content: With the ability to display content that is updated in real-time, digital 6 sheets can be more relevant and engaging to viewers. By incorporating news headlines, weather forecasts, or social media feeds, advertisers can keep their content fresh and interesting, potentially increasing brand recall and message effectiveness.

Programmatic Advertising: Digital 6 sheets can be integrated with programmatic advertising platforms, allowing advertisers to target specific demographics and tailor their content based on factors such as time of day, location, or user behaviour. This targeted approach can increase the campaign’s effectiveness by reaching the most relevant audience possible.

Dynamic Visuals: The digital format enables the display of high-resolution images, videos, and animations, offering advertisers the opportunity to create visually engaging campaigns that captivate viewers. These dynamic visuals can help capture the audience’s attention and make the advertisement more memorable.

Ultimately, both classic and digital 6 sheets offer unique benefits to advertisers. Classic 6 sheets provide an affordable, effective, and consistently visible advertising medium, while digital 6 sheets offer interactive features, real-time content, and dynamic visuals. The choice between the two formats ultimately depends on the advertiser’s goals, budget, and target audience.

6 sheets poster advertising a gym

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Effective 6 Sheet Advertisements 

Designing an impactful 6 sheet advertisement requires a thoughtful approach and attention to detail. The goal is to create a visually appealing and memorable message that resonates with your target audience. Here are some tips to help you create effective 6 sheet advertisements:

Focus on a Clear, Concise Message: Due to the nature of outdoor advertising, viewers often have limited time to absorb the information presented. Therefore, it’s essential to focus on a clear and concise message that can be quickly understood. Use short, attention-grabbing headlines and avoid overcrowding the ad with too much text. Remember that less is often more when it comes to conveying your message effectively.

Choose Impactful Visuals: Visual elements play a significant role in capturing the viewer’s attention and leaving a lasting impression. Choose high-quality, bold images or illustrations that are relevant to your message and resonate with your target audience. Ensure that the visuals are easily visible from a distance and consider the use of contrast and colour to make the design stand out.

Use Legible Fonts and Typography: The choice of font and typography can greatly impact the readability of your advertisement. Select fonts that are easy to read from a distance and avoid using overly decorative or intricate typography. Additionally, ensure that there is sufficient contrast between the text colour and the background to enhance readability.

Utilise Colours Strategically: Colours can evoke emotions and influence the viewer’s perception of your advertisement. Use a colour palette that aligns with your brand identity and complements the overall design. Be mindful of colour psychology and choose hues that evoke the desired emotions or associations for your product or service.

Consider the Ad Placement: The location and environment in which your 6 sheet advertisement will be displayed should also be considered during the design process. Factors such as lighting, surrounding colours, and the distance from which the ad will be viewed can impact its effectiveness. Tailor your design to suit the specific context of the ad placement, ensuring maximum visibility and impact.

By incorporating these tips into your design process, you can create compelling 6 sheet advertisements that effectively communicate your message and make a lasting impression on viewers.

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Why Choose 6 Sheets? 

6 sheet advertising offers a range of benefits for businesses looking to promote their products and services in a highly visible and engaging manner. Here are some key reasons why advertisers should consider using 6 sheet advertising as part of their marketing strategy:

High Visibility: 6 sheet advertisements are designed to capture the attention of passersby, making them an effective way to reach a broad audience. Placed in high-traffic areas such as bus shelters, busy streets, and roadside locations, 6 sheets can attract the attention of pedestrians, drivers, and public transport users alike. This widespread visibility helps to maximise brand exposure and reinforce brand recall.

Utilise Audience Measurement Data: Companies like Route, the UK’s official source for out-of-home audience estimates, provide valuable data on the expected views of out-of-home advertisements. Route offers audience estimates for around 400,000 posters and screens across Great Britain, measured in impacts. An impact is equal to one person’s viewing of a single display. Regular updates are made to this data to ensure the most accurate possible estimates. By comparing the expected impacts to the campaign’s goals, advertisers can gauge the campaign’s reach and effectiveness.

Cost-Effective Advertising: Traditional printed 6 sheets offer an affordable option for businesses looking to maximise their advertising budget. With lower production and placement costs compared to digital alternatives, classic 6 sheets allow advertisers to achieve significant visibility without breaking the bank. This cost-effectiveness makes 6 sheet advertising accessible to businesses of all sizes, from small local businesses to large multinational corporations.

Versatility and Customisation: 6 sheet advertising comes in various formats and styles, allowing advertisers to tailor their campaigns to suit their unique needs and objectives. From classic printed posters with special finishes to digital screens featuring interactive elements, 6 sheets offer a range of options for creating engaging and memorable advertisements.

Targeted Advertising: 6 sheet advertising can be strategically placed in specific locations to reach the desired target audience. By choosing locations frequented by the target demographic, advertisers can maximise the impact of their campaigns and increase the likelihood of reaching potential customers.

Integration with Other Marketing Channels: 6 sheet advertising can be seamlessly integrated with other marketing channels, such as online and social media campaigns. This cross-channel approach helps to reinforce brand messaging and create a cohesive marketing strategy that maximises reach and effectiveness.

By choosing 6 sheet advertising, businesses can leverage the power and versatility of this classic advertising medium to reach a wide audience, engage potential customers, and ultimately drive results.

6 Sheets, Summarised

In conclusion, 6 sheet advertising stands as a powerful and versatile advertising medium that has maintained its relevance and effectiveness in the ever-evolving marketing landscape. With its high visibility, cost-effectiveness, and ability to be tailored to suit specific needs and objectives, 6 sheet advertising offers a range of benefits to businesses looking to promote their products and services. 

Whether opting for classic, trusted printed posters or embracing the dynamic capabilities of digital screens, advertisers can utilise this classic medium to create memorable, engaging campaigns that resonate with their target audience. By carefully considering the unique features and advantages of both classic and digital 6 sheets, businesses can make informed decisions that best align with their goals, budget, and target audience. 

In a world where advertising noise is ever-present, 6 sheet advertising remains a strong contender for capturing the attention of passersby and making a lasting impression.

Bay Media are a leading UK provider of outdoor advertising. We operate a large network of raised 6 sheet posters, and are the largest provider of raised lamppost banners in the UK.

Contact us to find out more.