A few of you might know that I live near a canal. I used to live right next to it and for many years was saving up to buy a canal boat. But due to a change in personal circumstances, and my daughter becoming a teenager, the reality of living on a small barge has soon made that dream unrealistic. BUT… I could buy a boat for my office space so… With my great marketing cap on…
I have a new idea…
In the dynamic world of advertising, creating unique experiences that capture attention is more important than ever. As advertisers search for new ways to stand out, canal boats present an unconventional yet compelling platform. These iconic vessels could become moving billboards, opening a fresh revenue stream for boat owners while providing brands with a novel way to reach audiences.
Let’s have a think about how canal boat advertising could work, the potential earnings, and the market data that supports this innovative concept.
The below IS NOT how it would look in reality but....
Why Canal Boats?
Canal boats bring a certain charm and nostalgia that buses, trains, and even taxis can’t replicate. Their leisurely pace and distinctive look make them ideal for advertising that people can actually take the time to notice and engage with. Imagine walking along a canal path and seeing a classic narrowboat pass by, proudly displaying vibrant advertisements for local businesses, tourism spots, or eco-conscious brands.
Since canal boats move slowly and pass through some of the UK’s most scenic and frequented spots—from Manchester’s MediaCity (near where I live) to the towpaths of London’s canals—they can reach a diverse range of people. This includes local residents, tourists, commuters, and cyclists. Each group offers valuable visibility and brand recognition opportunities, especially in areas where footfall is high.
How Canal Boat Advertising Could Work
With ample space along their sides, canal boats are well-suited for large advertising panels. Advertising hoardings can be securely mounted along the side of the boat, covering windows to maximize visibility. Each ad panel could be regulation-sized and slightly extend above the boat’s roofline for enhanced visibility, all while respecting safety requirements.
For routes with tunnels and low bridges, the ads could use pivot or rotation mechanisms, allowing the hoardings to lie flat when necessary, ensuring the boat can pass safely.
Revenue Potential for Boat Owners
The earnings potential from canal boat advertising is promising. Out-of-home (OOH) advertising, which includes formats like bus stops and billboards, can cost between £400 and £1,000 for a two-week period in the UK.
To make a fair comparison, each panel on a canal boat could likely command a monthly rate of around £800, assuming the boat travels along popular routes with consistent visibility. If a boat hosts six ad panels—three on each side—that adds up to £4,800 per month, or £57,600 annually, if fully booked.
However, advertising agencies, which specialise in connecting advertisers with unique placements, typically take a 15-30% commission. Subtracting an average commission of 22.5%, the net revenue would fall between £3,720 and £4,080 per month, or £44,640 to £48,960 annually. Again, this IF the ads were fully booked.
Let’s presume that this might not happen and predict a 50% booking quota - this is still £24,000 a year.
This income stream could significantly support canal boat owners, covering maintenance, licensing, insurance, and mooring fees while also yielding additional profit.
The Growing Value of Out-of-Home Advertising
The UK’s OOH advertising market generated £1.3 billion in 2023, according to Statista, and is expected to keep growing. Notably, digital OOH (DOOH) advertising is on the rise, projected to account for 57% of total OOH ad revenue by 2024 (Amplify Outdoor). This trend indicates that advertisers are increasingly investing in diverse and immersive ad spaces to connect with audiences in new ways.
Using canal boats as mobile advertising platforms fits perfectly into this trend. Unlike digital screens, these boats offer a scenic, tactile quality that appeals to an audience seeking a break from technology. This unique positioning can attract brands that value authenticity and outdoor engagement—ideal for advertisers like outdoor gear companies, eco-friendly products like www.thtc.co.uk, local tourism boards, and even tech brands looking to diversify their approach.
Canal Usage and Audience Reach
Canal traffic has grown in recent years, providing an excellent foundation for a successful advertising model. The Canal & River Trust’s 2022/23 Annual Report recorded 888 million visits to the UK’s canal network, highlighting strong public interest in these spaces (Canal & River Trust). With more people using canals for walking, cycling, and relaxation, advertising on canal boats can target a broad, engaged audience.
Boat ownership is also on the rise. A Marine Industry News report found that the number of boaters in England and Wales grew by 3.3%, indicating a healthy increase in canal usage. This growing presence on canals adds to the potential impact of using boats as advertising platforms, giving brands a chance to reach people in natural, high-footfall settings.
Practical Considerations
For canal boat advertising to work, it’s essential to comply with relevant regulations. The Canal & River Trust and other authorities may have specific rules regarding advertising on waterways, so boat owners should seek guidance to ensure they’re operating within legal boundaries. Additionally, canal boat ads need to be designed with safety in mind, ensuring they don’t obstruct the captain’s view or interfere with navigation.
On the operational side, maintaining the advertising panels and pivot mechanisms will involve some costs, but these can be factored into the monthly ad fees. Annual running costs for a 50-foot canal boat are estimated at around £4,000, covering maintenance, insurance, and licensing fees. With careful planning, canal boat advertising can be both profitable and practical.
Will Canal Boat Advertising Work?
The concept of advertising on canal boats is an exciting one, offering a fresh and engaging experience for both brands and audiences. By turning canal boats into mobile billboards, boat owners can unlock a new revenue stream that supports the costs of canal boating and potentially makes their lifestyle more sustainable.
As with any new business model, the success of this idea will depend on several factors:
- Could canal boat advertising become a standout platform in the OOH advertising space?
- Would advertisers find the exposure and engagement worth the investment?
- Can boat owners adapt their boats in ways that respect both the integrity of the waterways and the appeal of canal boating?
At Great Marketing Works, we’re excited by the potential of canal boat advertising as a creative solution for brands and a valuable opportunity for canal boat owners. Whether this idea sails or sinks will depend on how well it meets the needs of all involved.
What do you think—will canal boat advertising float as the next big thing in OOH marketing? Is the future of the waterways truly MOBILE.
About the Author
Keynote speaker, professional speaker, Ted X talker, serial tech startup founder, ex marketing agency owner, digital trainer, and now author and media spokesperson Dan Sodergren’s main area of interest is the future of work, technology, data and AI
In his spare time, as well as being a dad, which comes first, Dan is a digital marketing and technology (and now AI) expert for TV shows and the BBC and countless radio shows. Occasionally donning the cape of consumer champion on shows like BBC WatchDog, the One Show and RipOffBritain and being a marketing tech specialist for SuperShoppers and RealFakeAndUnknown and BBC Breakfast.
He is also a host and guest on podcasts and webinars speaking as a tech futurist. And a remote reporter / content creator for tech companies at tech events and shows. His main interest is in the future. Be that the future of marketing, or the future or work or how AI and technology will change the world for the better as part of the #FifthIndustrialRevolution
Find out more about him over on bit.ly/DanSodergren with all his links
And his books on Dan Sodergren #FutureOfWork on Gumroad.com
And his AI marketing course on The AI Marketing Course
And his non for profit: The AI Teacher Course
And his new idea on AI Leadership Training
References for Further Reading: