Can I target only part of International?

Often yes, depending on the medium. Options can include individual OOH sites, transport environments, postcode or radius targeting on eligible digital platforms, local publications and selected broadcast or cinema areas.

How much does advertising in international markets cost?

There is no single city rate. Cost depends on channel, format, exact geography, duration, audience, demand and production.

Can I combine local outdoor with digital advertising?

Yes. A mixed plan can use local physical media for presence and digital channels for intent, retargeting where lawful, or additional audience reach.

/ Location

International media planning and advertising

A campaign in multiple countries or markets should be planned around the audience’s real catchment and movement, not simply the place name in the brief.

Quick facts

What affects cost: Local media prices vary by format, site quality, market demand, campaign dates, production and availability.
Targeting: Use current audience, mobility, platform or publisher data that matches the channel.

Media to consider

Depending on the objective, the available mix can include market-by-market media selection, local suppliers, platform buying, international OOH, airports, digital, broadcast and specialist media. Availability, measurement and supplier coverage should be checked against the exact campaign dates.

Define the catchment

Start with where customers, applicants or audiences actually come from. That may mean a city centre, travel-to-work area, postcode group, store catchment, transport corridor or a wider region.

Local versus national media

National platforms can still be geographically targeted, while local physical media can provide visibility within specific environments. A plan may combine both rather than treat “local” and “national” as separate strategies.

Audience evidence

Use current audience, mobility, platform or publisher data that matches the channel. Do not assume city population, station footfall or traffic flow is the same as advertising audience.

Costs and availability

Local media prices vary by format, site quality, market demand, campaign dates, production and availability. Public guide prices should never be presented as a guaranteed quote.

Frequently asked

Questions this page answers

Can I target only part of International?: Often yes, depending on the medium. Options can include individual OOH sites, transport environments, postcode or radius targeting on eligible digital platforms, local publications and selected broadcast or cinema areas.
How much does advertising in international markets cost?: There is no single city rate. Cost depends on channel, format, exact geography, duration, audience, demand and production.
Can I combine local outdoor with digital advertising?: Yes. A mixed plan can use local physical media for presence and digital channels for intent, retargeting where lawful, or additional audience reach.

Sources and review

Last reviewed 28 September 2026. Figures affected by current inventory, supplier data or regulation should be checked at the point of planning.

Next step

Not sure where to advertise your business? Tell us what you sell, who your customers are and roughly what you want to spend.

Plan a campaign