Service 11 / Field
Site Surveys and Location Assessment
Assessing visibility, traffic direction, approach speed and dwell time, so a site is chosen on evidence rather than on how it looks from the pavement.
A busy road is not the same thing as a good site
The most common mistake in outdoor advertising is choosing a site by traffic volume alone. Volume tells you how many vehicles pass. It does not tell you whether the drivers can see the board, for how long, from which direction, or whether they are looking at a junction instead.
A survey answers those questions. It establishes the approach, the angle, the sightline, the dwell time and whether anything obstructs the view at the moment it matters. It also identifies which direction of travel the board actually serves, which frequently turns out to be the one carrying the wrong audience.
For advertisers this prevents an expensive mistake. For anyone considering building a structure, it establishes whether the site is worth the approval process at all.
What a survey establishes
A written assessment with photographs from the approach, not a note that the road is busy.
Sightline and approach
How far out the board becomes visible and for how long it stays readable at the road’s actual speed.
Direction of travel
Which flow the site serves. A board facing outbound traffic reaches a different audience to one facing inbound.
Obstructions
Trees, poles, other signage and buildings that interrupt the view, including seasonal growth.
Dwell time
Whether traffic stops or slows nearby. A site at a signalised junction gives far longer than a free-flowing stretch.
Night conditions
Whether the site works after dark, and whether illumination is needed or already present.
Structural suitability
For new builds, ground conditions, access and exposure, feeding into fabrication.
How a survey is carried out
Define the audience
Who the site needs to reach determines which direction and which times of day matter. Often runs alongside campaign planning.
Approach assessment
The site is driven from both directions at road speed, and the point of first visibility recorded.
Photographic record
Images from the approach at distance, not a flattering shot taken from directly in front.
Timing observations
Traffic behaviour at the relevant hours, including whether congestion helps or hurts.
Written assessment
A recommendation with the reasoning stated, including where a site is not suitable.
What makes a site work
| Factor | Strong site | Weak site |
|---|---|---|
| Approach visibility | Visible 150m+ out | Appears only when alongside |
| Angle to traffic | Square or slightly angled to flow | Parallel to the road |
| Dwell | Junction, lights or congestion | Free-flowing dual carriageway |
| Obstruction | Clear sightline | Screened by trees for part of the year |
| Competing signage | Isolated | One of several faces at the same point |
Frequently asked
Do I need a survey to book an existing board?
Not usually, since we hold assessments for our own network. It is worth it for significant spends, unfamiliar corridors, or third-party sites.
Can you assess a site I am considering buying or leasing?
Yes. That is one of the most useful applications, because it tells you whether the site justifies the structure before you commit.
Will you tell me if a site is not good?
Yes. A survey that only ever confirms the site is worth nothing. Where a location does not work we say so and suggest alternatives.
Do you provide traffic counts?
We provide the observational assessment and share what we hold for our own sites. Formal counts can be commissioned where a campaign needs them.
Works well with
Choose the site on evidence
Tell us the location you are considering and we will assess whether it does what you need.