Billboard Advertising Types, Costs and Successful Examples
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Billboard Advertising
Exploring billboard advertising for the first time? Or maybe you’re looking to enhance your current strategy to boost campaign performance and maximize visibility. Dive into our comprehensive guide to discover the different types of billboards, associated costs, and why billboard advertising remains effective. Gain insights into crafting impactful billboard campaigns, learn key tips for success, and explore the latest statistics to help you excel in this powerful advertising medium.
Billboard Advertising by The Numbers
Billboards are the most well-known and widely used form of outdoor advertising. They account for roughly two-thirds of all out of home spending, or nearly $5 billion per year. Here are some other fascinating statistics about billboards:
351,000
There are more than 351,000 billboards in the United States in 2023
5%
That has decreased almost 5 percent since 2017
20,000sq ft
The biggest billboard in the world is in Dubai and has a more than 20,000 square foot volume
300hrs
Americans drive about 300 hours per year, giving them lots of time to see billboards on the road
81%
81 percent of travelers report seeing static and digital billboards
20%
20 percent of travelers say they have immediately visited a business after seeing their billboard
50%
50 percent of drivers say they have been “highly engaged” by a billboard they saw in the past four weeks
70,000
Mobile billboards can generate up to 70,000 impressions per day
The Main Types of Billboard Advertising
Bulletins
Bulletins are the classic large-format billboards you see along major highways and freeways. These massive boards provide maximum visibility for advertising campaigns, reaching a wide audience of commuters. The majority measure 48 feet by 14 feet, though other sizes are also common, such as 10 feet high by 40 feet wide or 10½ feet high by 36 feet wide. Their sheer size and strategic placement make bulletins ideal for brand awareness campaigns, product launches, and public service messages. This is the billboard format that comes to mind for most people when you think of “billboard advertising.” If you’re considering bulletins for your next campaign, check out our guide to buying billboards to make an informed decision.
Posters
Posters, also known as 30 sheets, are smaller than bulletins but no less effective. They are typically positioned in high-traffic urban areas, targeting both pedestrians and drivers. Posters excel in environments where a billboard needs to grab attention quickly in a compact space. Standard poster sizes measure 12 feet, 3 inches high by 24 feet, 6 inches wide. Occasionally, you may encounter smaller formats, such as 10 feet, 5 inches high and 22 feet, 8 inches wide, designed for unique placements or neighborhood campaigns. Posters are perfect for local businesses, event promotions, and targeted messaging.
Digital Billboards
Digital billboards, often referred to as DOOH (Digital Out-Of-Home), offer unparalleled flexibility for advertisers. These modern boards display rotating digital messages that advertising companies swap in and out, making it possible to show multiple ads on the same space. Typically, they play six or more ads per hour, with each ad cycle lasting 10 seconds or more. Digital billboards use vibrant LED screens to capture attention, even in the busiest areas. Their sizes mimic those of traditional bulletins and posters, offering the same impactful presence but with the ability to update or tailor content in real time. Whether you’re running a time-sensitive promotion or experimenting with creative animations, digital billboards are an excellent choice for dynamic and engaging campaigns.
Three-Dimensional Billboards
Three-dimensional or 3D billboards are an innovative advertising medium that makes it appear as though the board’s creative is popping out toward the audience. These ads create a sense of immersion, capturing the attention of passersby in a way that traditional flat billboards cannot. Often located at busy intersections or iconic city spots, 3D billboards are designed to maximize impact and engagement. They are especially effective for brands aiming to make a bold statement or showcase visually stunning products, such as automobiles, fashion, or technology.
Wallscapes
The largest and often most dramatic form of billboard advertising, wallscapes, also known as spectaculars, dominate entire sides of buildings. These massive ads can be customized in size and shape to suit the advertiser’s vision, making them a favorite for high-profile brands with significant budgets. Wallscapes are commonly found on the sides of hotels, office buildings, and skyscrapers, providing unmatched visibility in urban environments. Their grand scale and premium placement make them ideal for luxury brands, major film promotions, and flagship campaigns that demand attention.
Mobile Billboards
Mobile billboards are an increasingly popular method of advertising that combines mobility and high visibility. These advertisements are mounted on trucks that move through urban areas, delivering your message to a diverse and widespread audience. Mobile billboards are especially valuable for targeting specific events, such as concerts, rallies, or festivals, where audiences are concentrated. The standard size of a mobile billboard varies depending on the truck, but their flexibility and versatility make them an excellent choice for localized campaigns. Whether you’re promoting a product launch or raising awareness for a cause, mobile billboards ensure your ad is seen by the right audience at the right time.
Thinking About Running a Billboard Ad Campaign?
We have over 15 years of OOH experience, let us know when you are ready to begin billboard advertising! Having the right targeting and billboard pricing information can help you go beyond eye-catching creative to capture the viewers you want. Get in touch with us today to discuss your out-of-home advertising options. REQUEST QUOTEAverage Costs of Billboards
Billboard Advertising cost varies based on a number of factors, including:
The higher the demand for a location, the higher the CPM (cost per thousand impressions) will be, as these locations deliver greater audience impressions. High-demand areas, such as urban centers or major thoroughfares, often command premium pricing due to their ability to reach a larger and more diverse audience effectively. Advertisers should carefully consider CPM rates when planning campaigns to ensure they align with both budget and audience targeting goals.
Duration of the buyMost advertising buys are structured in four-week increments, making it easy for advertisers to plan short-term campaigns. However, leasing a billboard for a longer period often comes with the advantage of a reduced CPM (cost per thousand impressions), as the larger commitment provides better value. This pricing structure incentivizes brands to invest in extended campaigns, ensuring consistent visibility and maximizing long-term impact.
NegotiationsBuyers can often negotiate a lower CPM (cost per thousand impressions) by partnering with an experienced agency like DASH TWO. Agencies with longstanding relationships with vendors have the leverage to secure better deals, ensuring you get maximum value for your advertising investment. This approach not only reduces costs but also streamlines the buying process, making it easier to access premium locations and achieve your campaign goals.
SizePosters and other smaller types of outdoor advertisements generally cost less than bulletins due to their smaller size and placement options. While posters are ideal for targeting high-traffic urban areas and localized audiences, bulletins, with their larger dimensions and prominent freeway or roadside locations, command higher prices. This difference in pricing allows advertisers to choose the format that best fits their budget and campaign objectives.
FormatStatic billboards typically cost less than digital billboards due to their simpler design and fixed content. While static billboards are excellent for long-term campaigns and consistent messaging, digital billboards offer the flexibility of rotating ads and dynamic visuals, which often come at a premium price. Advertisers can choose between these options based on their budget and the specific needs of their campaign.
The cost of billboard advertising also depends on its geographic location. The bigger the city or market, the higher the price a billboard company will charge. You will pay the most in Tier 1 cities compared to Tier 2 and Tier 3.
| CITIES INCLUDE | Standard bulletins | WAllscapes | Prime locations | |
|---|---|---|---|---|
| Tier 1 | New York City Los Angeles Chicago | $10,000 to $25,000 | $60,000 or more | (such as Sunset Strip or Times Square) $100,000 or more |
| Tier 2 | Houston Dallas San Jose | $10,000 to $20,000 | $40,000 to $60,000 | (such as downtowns):
$30,000 or more |
| Tier 3 | Cleveland Memphis Detroit | $4,000 to $8,000 | $20,000 to $40,000 | (such as downtowns):
$30,000 or more |
Examples of Successful Billboard Designs
We’ve executed dozens of campaigns for clients spanning a wide range of industries, from music and beauty to payment solutions and beyond. These campaigns showcase the versatility and impact of billboard advertising in achieving diverse marketing objectives. Below are some recent examples of successful billboard campaigns that demonstrate creative strategies and measurable results.
Vegamour
Getting people to go beyond noticing your billboard to interacting with it can spark fantastic return on investment. For a campaign for Vegamour, a vegan hair growth serum, a billboard offered passersby a free serum sample when they became one of the first 100 to share a photo of the billboard on Instagram or TikTok. Vegamour shared the LA and NYC billboard locations (and a shot of one board) on its social media, too.
Lady Gaga
The hugely popular singer released the single Stupid Love right before pandemic lockdowns began in the United States. To advertise it, we used a provocative photo of a pair of bright pink lips on a billboard on Sunset Boulevard, the iconic Los Angeles location. Fans loved the board so much, they climbed up to get photos with it. (We don’t condone this … but hey, it was the pandemic, and everyone was desperate for something to do.) The social media shares of those photos were through the roof, and the single debuted in the Billboard top five.
Benny Blanco
The TikTok “feud” between music producer Benny Blanco and singer Charlie Puth took a dramatic turn last year with a clever stunt near the Coachella music festival. A billboard appeared with simple text: “Benny Blanco” and a 10-digit phone number that seemed to belong to the producer. Calling the number revealed the timing of Blanco’s Coachella set. Blanco shared a video of the billboard on TikTok, ranting about how Puth had crossed the line by doxxing him. Was he genuinely upset, or was it all part of a playful marketing scheme? That’s up to you to decide, but the TikTok featuring our billboard buy garnered over 230,000 views …
Thinking About Running a Billboard Ad Campaign?
Ready to kick off your billboard advertising journey? With precise targeting strategies and clear billboard pricing details, you can do more than create stunning designs—you can connect with your ideal audience. Let us help you design a campaign that truly makes an impact. REQUEST QUOTEThinking About Billboard Advertising? Contact us to learn more about how billboard advertising can elevate your brand. Our expertise can help you achieve your desired metrics and deliver a successful, results-driven billboard ad campaign. Get in touch with us today to explore the possibilities and start planning your next advertising success.
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Contact us to learn more about how billboard advertising can elevate your brand. Our expertise can help you achieve your desired metrics and deliver a successful, results-driven billboard ad campaign. Get in touch with us today to explore the possibilities and start planning your next advertising success.
