Boston Outdoor Advertising
Billboard Advertising in Boston, MA
Prices
How Much Do Boston Billboards Cost?
The Cheapest Billboards in Boston
- Posters outside the urban core: $1,800 to $3,000
- Static bulletins in the suburbs (Route 128/I-95, I-495): $3,500 to $6,000
- Static bulletins on secondary corridors (Route 1, Route 3): $6,000 to $9,000
- Digital bulletins outside Downtown: $8,000 to $12,000
- Mobile billboards: $500 to $2,500 per day
The Most Expensive Billboards in Boston
- Wallscapes Downtown and in the Seaport: $25,000 and up
- Digital billboards near South Station, the Seaport and the Tobin Bridge: $10,000 to $25,000
- Bulletins on the Mass Pike and I-93: Up to $15,000
The City
About Boston
Boston is New England’s business, education and media capital, and one of the most valuable advertising markets on the East Coast. With world-famous universities, a booming biotech and tech economy, and some of the most passionate sports fans in the country, Boston gives advertisers a young, affluent and highly educated audience in a compact, dense city. From the Fenway Park crowds to the commuters crossing the Zakim Bridge, billboard advertising in Boston puts your brand in front of people who shape what the rest of the country talks about next.
If you’re considering billboard advertising in Boston, Cambridge, or anywhere across Greater Boston and New England, we’ve got you covered with expert insights. DASH TWO plans and buys outdoor media nationwide and has run campaigns in Boston for music, entertainment and consumer brands. Let us help you find the best locations and secure competitive pricing for digital, mobile, and traditional billboards to maximize your exposure.
the Landscape
Boston Outdoor Advertising Market Data
Boston had a population of 675,647 at the 2020 Census, and Greater Boston is home to roughly 4.9 million people, making it one of the 10 largest metro areas in the country. On a weekday the city swells far beyond its resident count as commuters, students and visitors pour in from the suburbs and across New England. Boston is also one of the most educated cities in America, with dozens of colleges and universities, including Harvard and MIT across the river in Cambridge, which keeps the audience young, tech-savvy and constantly renewing.
Billboard inventory in Boston is limited. Massachusetts regulates outdoor advertising tightly through the state’s Office of Outdoor Advertising, and the city itself has very few large-format faces. That scarcity is exactly why the boards that do exist along I-93, the Mass Pike and the approaches to the Tobin Bridge are so valuable, and why booking early matters here more than in most markets.
DASH TWO
Types of Billboards Available
Boston has five main kinds of out-of-home advertising.
Billboard
Bulletins line Boston’s major highways, including I-93 through downtown and along the Southeast Expressway, the Massachusetts Turnpike (I-90), and Route 1 toward the Tobin Bridge. They reach huge daily commuter volumes and travelers heading to and from Logan International Airport, making them the go-to format for brands that want broad reach across Greater Boston.
Dimensions:
Bulletins measure 48 feet wide x 14 feet tall.
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Poster
Posters, often referred to as 30 sheets, are smaller than bulletins, measuring about half their width. You’ll find them along surface streets and in neighborhoods across Boston and surrounding cities like Cambridge, Somerville and Quincy. While they offer a more compact canvas, posters still deliver strong frequency at a lower cost, which makes them a smart choice for local and neighborhood-level campaigns.
Dimensions
The majority of posters measure 22 feet wide x 10 feet tall.
Digital Billboard
Digital billboards are relatively scarce in Boston because of the state’s strict outdoor advertising rules, which makes the ones that exist, near South Station, the Seaport and along the main highway approaches, some of the most in-demand inventory in New England. Digital lets you rotate creative, run time-sensitive messages around game days or events, and update your campaign without printing costs.
Dimensions
Digital bulletins measure 48 feet wide x 14 feet tall, but Boston has other sizes of digital inventory available.
Mobile Billboard
Mobile billboards travel wherever you need them: game days around Fenway, college move-in weekends, conventions at the Seaport, or simply driving around town to reach a wider swath of people. Measurements vary depending on the size of trucks you use. In a dense city with limited static inventory, mobile billboards are one of the most flexible ways to get your message in front of Boston audiences.
Wallscape
Wallscapes do not come in standard sizes. They are messages painted or printed on the side of large buildings, with a more free-flowing style and creative that can measure several stories high. In high-foot-traffic areas like Downtown Crossing, the Seaport and around Fenway and Kenmore Square, wallscapes turn building facades into landmark-scale canvases that pedestrians see every day.
Boston, MA
Population: 675,647
Most brands waste money on media buying because they don’t know what’s working — or how to fix it fast. DASH TWO changes that. We combine 15+ years of industry expertise, real-time campaign monitoring, and data-driven strategy to make every dollar work harder. Startup or Fortune 500, we treat your budget like it’s our own.
places to advertise
Best Locations for Boston Billboards
Boston’s highways, bridges and tunnels funnel commuters through a handful of chokepoints every day, and stop-and-go traffic gives your message real dwell time. Based on our experience, here are some of the best locations for Boston billboards:
DASH TWO campaign example: Afterpay mural, Sunset Blvd, Los Angeles
Massachusetts Turnpike (I-90)
The Mass Pike is the main east-west route into Boston, carrying traffic from MetroWest and Western Massachusetts past Allston, Fenway and the Back Bay into downtown. Boards along the Pike reach daily commuters as well as fans heading to Fenway Park and travelers connecting to Logan Airport, which makes it one of the highest-reach corridors in New England.
I-93 & the Zakim Bridge
I-93 is Boston’s north-south spine, running from the North Shore over the Zakim Bridge, through downtown and down the Southeast Expressway toward the South Shore. It’s one of the busiest and most congested highways in the region, so drivers spend a lot of time looking at what’s around them. Bulletins and digital boards along I-93 are ideal for brands that want to own the commute.
Epitaph Records campaign — billboard advertising in Boston, MA
Seaport District
The Seaport is Boston’s fastest-growing neighborhood, packed with new offices, restaurants, hotels and the Boston Convention and Exhibition Center. It draws young professionals, tech and biotech workers and conference visitors, a high-income audience that’s tough to reach anywhere else. Top categories here include tech, financial services, dining, hospitality and live events.
Fenway & Kenmore Square
Fenway Park, the House of Blues and the area’s bars and restaurants bring huge crowds to Fenway and Kenmore Square for Red Sox games, concerts and nights out, on top of the thousands of students who live nearby. It’s a natural fit for music, entertainment, beverage and sports-related brands that want to be part of the action.
With game-day crowds from April through October and a steady calendar of concerts year-round, Fenway is one of the few Boston locations where you can reach both locals and visitors at scale.
DASH TWO campaign example: Sunset Blvd, Los Angeles
Cambridge & Kendall Square
Just across the Charles River, Cambridge is home to Harvard, MIT and Kendall Square, often called the most innovative square mile on the planet for its density of biotech and tech companies. Advertising here reaches students, researchers, founders and decision-makers, making it a strong choice for tech, B2B, recruiting and education campaigns.
Client Testimonials
What Our Clients Say
“
We needed digital ad services, expertise in programmatic advertising, and help with traditional media buying. DASH TWO really came through for us in all areas.
Brian Shafton
RBC Records
“
DASH TWO’s marketing services are great to work with! They are prompt, professional, and simply put — they get it. Our results have been fantastic!
Renee Frank
Marketing, Frank Productions Inc.
“
DASH TWO is an excellent boutique media buying shop. If you need programmatic advertising and digital ad services, I highly recommend them.
Josh D’Amore
300 Entertainment
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Creative Examples From Our Campaigns
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Thinking About Advertising in Boston?
Contact us to learn more about billboards in Boston. Whether you’re targeting I-93, the Mass Pike, the Seaport or Cambridge, we can help you build a successful billboard ad campaign that fits your budget and goals.
Why DASH TWO
Why DASH TWO for Boston Billboards?
Boston is one of the hardest billboard markets in the country to buy well. Massachusetts’ strict outdoor advertising rules keep inventory tight, a small number of operators control the best faces, and premium locations on I-93, the Mass Pike and near the Seaport often book out well in advance. Knowing what’s available, and what it should really cost, takes experience most buyers don’t have.
DASH TWO has spent 15+ years building direct relationships with Clear Channel, Lamar, Outfront, and the independent operators who control inventory in markets across the country, including Boston. That means we know what’s available before it hits the open market, what fair pricing looks like across every corridor, and how to structure campaigns that deliver real results. We don’t just book boards: we monitor performance in real time and make adjustments to ensure every dollar is working.
Whether you’re a Boston-based brand looking to own your neighborhood or a national advertiser making a statement in one of the country’s most influential markets, DASH TWO gives you a single point of contact for everything from strategy and buying to creative and reporting. We treat every budget, startup or Fortune 500, like it’s our own.
Boston Billboard Advertising FAQ
How much does billboard advertising in Boston cost?
Rates vary by format and location.
- Static/vinyl bulletin boards (large): $3,500–$15,000 per 4-week period
- Digital bulletins: $8,000–$25,000
- Medium posters (static or digital): $1,800–$3,000+
- Premium wallscapes: $25,000 and up
A minimum spend of $5,000 applies, which can be spread across multiple displays and time periods.
What types of billboards are available in Boston?
Boston offers a wide range of out-of-home formats including:
- Static vinyl bulletins
- Digital/LED billboards
- Wallscapes
- Medium posters
- Transit ads
- Bus shelters
- Street furniture
- Mobile billboards
Because Massachusetts regulates billboards tightly, large-format inventory inside the city is limited, so booking early is important.
How many people will see my billboard?
Boston has a population of about 675,000 in the city proper, and Greater Boston is home to roughly 4.9 million people, plus heavy daily commuter traffic on major routes like:
- I-93
- I-90 (Mass Pike)
- Route 1
- I-95 / Route 128
Congestion on these corridors increases dwell time, leading to higher impressions.
Who is the audience for billboard advertising in Boston?
Boston has one of the youngest and most educated audiences in the U.S.
- A large student population across dozens of colleges and universities
- A high concentration of tech, biotech, healthcare and finance professionals
- Passionate sports fans and a busy live-events calendar
You can target audiences across areas like: Downtown, the Seaport, Back Bay, Fenway, Cambridge, Somerville, and the North and South Shores.
Do I need a permit to advertise on a billboard in Boston?
No. Billboards in Massachusetts are permitted through the state’s Office of Outdoor Advertising, and your advertising partner handles:
- Permits
- Zoning compliance
- Installation logistics
What’s the difference between a static and a digital billboard?
Static (vinyl):
- One printed ad
- Displays 24/7
- Fixed for the campaign duration
Digital (LED):
- Rotates between multiple advertisers
- Allows quick updates
- No printing costs
- Ideal for time-sensitive campaigns and A/B testing
How long does a typical billboard campaign run?
Most campaigns run in 4-week increments.
You can:
- Run a single cycle
- Extend for multiple months
Where in Boston can I advertise?
Coverage includes:
- Boston
- Cambridge and Somerville
- The North Shore and South Shore
- MetroWest
- Worcester and the rest of New England
Key corridors:
- I-93 and the Southeast Expressway
- Massachusetts Turnpike (I-90)
- Route 1 and the Tobin Bridge
- I-95 / Route 128
- I-495
Do you offer design help for my billboard ad?
Yes. Many providers offer:
- Creative support
- Free graphic design (for qualifying campaigns)
Effective billboard design should be:
- Simple
- Bold
- Easy to read at high speeds
Is billboard advertising effective for my business?
Yes. Billboards work well across industries:
- National brands
- Entertainment
- Local businesses
- Healthcare
- Nonprofits
- Government campaigns
Because Greater Boston commuters spend significant time in traffic, billboard advertising delivers:
- Strong recall
- High reach
- Competitive cost per impression