How much money it has spent on campaigns that are advertised on public electronic advertising boards and how many times such a board has be…

Over the last five years the Scottish Government has spent £4,122,329 on public outdoor digital advertising in Scotland with public health campaigns and Covid-19 activity utilising the majority of this space. There has been a total of 181 weeks of advertising over the last five years, which are broken down as follows across the category of campaign:
Category
- Number of Weeks Advertising is Active
- Total Spend
Brand Scotland – 3
- £30,515
COP26
- 2.5
- £388,000
COP26 Travel
- 2.5
- £79,289
Greener/Net Zero – 9
- £271,200
Health including Covid-19 – 112
- £2,996,724
Parental Support
- 2
- £9,900
Safer including Road Safety – 33
- £250,622
Economy/Financial Support – 17
- £165,153
These figures do not include occasions when the Scottish Government has been offered the use of outdoor advertising space at no cost. For example, during the Coronavirus pandemic the Scottish Government has provided advertising materials to football clubs to be used on their pitch side advertising to support the promotion of important public health messages.
Outdoor advertising plays a pivotal role in ensuring that key public information can be effectively communicated to people in Scotland, especially when run in collaboration with other media such as television, digital and radio. Outdoor advertising can support the delivery of communications that need to target specific geographical locations. Digital outdoor advertising has the benefit over non-digital sites in that creative can have more visual impact than static poster sites, especially during non-daylight hours. There is also reduced lead time for production, which means messaging can be quickly updated or removed when required.