When it comes to outdoor advertising, not all sites are created equal. At Outdoor Platform, we know that the most effective out of home advertising locations aren’t just about being busy locations, they’re about being seen properly and seen for long enough. That’s where dwell time and sightlines come in, and why smart location planning can make all the difference between an ad that’s glanced at and one that actually sticks.
What Makes Great Out of Home Advertising Locations?
It’s easy to assume that footfall or traffic numbers are everything. Spoiler alert: they’re not. While volume matters, the best out of home advertising locations are defined by three key ingredients:
Location – Where people naturally move, gather, or slow down
Sightlines – How clearly and early an ad can be seen
Dwell Time – How long people remain within view of the ad
When all three line up, brands don’t just get exposure, they get attention.
Sightlines: Because If You Can’t See It, It Doesn’t Exist
Sightlines are one of the most underrated aspects of outdoor advertising. You can have the busiest road in the city, but if your ad is hidden behind street furniture, blocked by trees, or only visible for half a second, it’s not working as hard as it should.
Strong sightlines mean:
Clear visibility from multiple approaches
Enough distance for viewers to register the message
Minimal visual clutter competing for attention
Many of Outdoor Platform’s out of home advertising locations are selected specifically for their open, unobstructed views, giving advertisers confidence that their creative won’t be missed.
Dwell Time: The Unsung Hero of Outdoor Advertising
Dwell time is where outdoor advertising really earns its stripes. The longer someone stays within view of an ad, the more likely they are to absorb and remember it.
High dwell time typically happens in places like:
Busy junctions
Traffic-heavy commuter routes
Areas near venues, stadiums, and retail hubs
Roads where vehicles naturally slow or stop
This is why we prioritise out of home advertising locations where audiences aren’t just passing through at speed, but spending meaningful time in view of the message.
Outdoor Platform Locations That Nail Dwell Time & Sightlines
Boucher Road – National Stadium, Belfast
Boucher Road is a prime example of an outdoor location that ticks all the right boxes. With heavy commuter traffic, regular event crowds, and proximity to major routes, this site delivers consistent dwell time throughout the day.
The road layout offers strong, clear sightlines, giving drivers plenty of opportunity to see and process advertising, particularly during peak hours and event traffic. It’s one of those out of home advertising locations where brands benefit from both scale and quality of exposure.
Dublin Road – Belfast
Right in the heart of the city’s entertainment district, Dublin Road is a standout location for reaching people who are out, about, and engaged with their surroundings.
Traffic naturally slows here, especially during evenings and weekends, increasing dwell time significantly. Combined with strong sightlines along the road, this makes it a highly effective option for brands looking to stay top of mind in a busy urban environment.
Lisburn Road – Belfast
Lisburn Road blends commuter traffic with retail and hospitality footfall, creating repeated daily exposure for advertisers. Vehicles slow frequently, pedestrians are plentiful, and sightlines remain clear along long stretches of road.
As out of home advertising locations go, this is one that delivers consistency — the same audiences seeing your message again and again in a setting that encourages recall.
Woodstock Road – East Belfast
Woodstock Road is another location where dwell time plays a huge role. Regular congestion points and steady traffic flow mean ads are viewed for longer than you might expect.
With clean sightlines and predictable traffic patterns, it’s an ideal route for advertisers wanting reliable visibility in East Belfast, proving that the best locations aren’t always the loudest, but the smartest.
Why Advertisers Should Look Beyond Footfall
Choosing out of home advertising locations based purely on traffic numbers is a bit like choosing a restaurant because it’s busy, without checking the menu. Smart advertisers look deeper.
When sightlines are clear and dwell time is strong:
Messages are easier to read
Brand recall improves
Creative performs better
Campaigns feel less fleeting
That’s why location strategy is at the heart of everything we do at Outdoor Platform.
Being Seen Isn’t the Same as Being Noticed
The most effective out of home advertising locations don’t just put brands in front of people, they give messages the time and space to land. By focusing on sightlines, dwell time, and real-world movement patterns, advertisers can turn outdoor placements into powerful brand moments.
If you’re planning your next campaign and want locations that genuinely work hard for your brand, we’re always happy to help you find the right fit.
Because in outdoor advertising, where you show up matters just as much as what you say.