The outdoor contractor has also unveiled its plans for next year's World Cup in Germany, after admitting its strategy for the tournament in Japan and South Korea in 2002 had not been a success.
Philip Miles, group sales director at Maiden, said the company wanted to put some muscle behind roadside 48-sheets, particularly after winning the Network Rail contract in July, which added 1,500 48-sheets to the Maiden portfolio.
"It's fair to say it's been a tough couple of years, so we're really going to try to demonstrate the value of billboards," Miles said.
"We're targeting clients who use TV, but we're not knocking TV – we're saying that roadside billboards are the perfect complement to TV."
Miles and his team are visiting media agencies and advertisers this week to introduce the so called Maiden 100 TVR challenge, which calls for clients to buy a maximum of 400 TVRs (television ratings) in a television campaign and put the equivalent of 100 TVRs into roadside billboards instead.
Miles said roadside billboards were a very efficient and cost effective way to reach a young ABC1 audience.
Maiden also unveiled plans to target advertisers during the 2006 World Cup, which it believes is a natural fit because of the ability to reach an audience of young men through billboards.
The contractor will begin making a case for a slice of the World Cup advertising cake within the next few weeks, but, unlike last time, will not charge a premium.
"Last World Cup we increased our prices and it didn't really generate the advertising," Miles said.
"This time we're looking to demonstrate the value of billboards compared to TV by specifically not looking to inflate it."
Despite strong growth in the outdoor advertising sector overall, the UK billboard market – which Maiden relies on heavily – has been experiencing tough times.
Maiden recently wrote to a few hundred small billboard landlords, saying that it would not pay the final quarter's rent as a cost saving measure, and reported a net loss of £3.5m for the first half of 2005 in its interim results in October.