The average billboard cost in the U.S. is $66,773 for a four-week campaign, and varies based on ad format, circulation, demographics, and impressions. Plan to spend from $750 to $2,000 a month for physical billboard campaigns in rural areas, $2,500 to $4,000 in small to midsize cities, and $14,000 and up in larger markets. Digital billboards can cost from $10 per seven-second spot to over $15,000, depending on the billboard’s location, ad duration, and frequency.
If your vision is big but your ad budget is small, try Blip Billboards’ self-serve digital billboard ads for as little as $10 a day. Your ad will display on a digital billboard for 7.5 to 10 seconds per “blip” based on your budget. Plus, with no long-term commitment, it’s risk-free to try.
How Much Billboards Cost in the U.S.
How much billboards cost in the United States is determined by the geographic market, out-of-home (OOH) rating, and whether it’s a physical or digital board. Physical billboards cost from $750 to $14,000 a month (or more, depending on the market). Digital billboards cost as low as $10 a day per 10-second “blip” with Blip Billboards, or for dedicated digital billboards, from $1,200 to over $15,000 per month.
Average Billboard Cost by State
Knowing how much billboard advertising costs will depend on the area you want to advertise in. States with larger markets, such as New York or California, will have much higher billboard costs than areas with smaller and more scattered populations, like Alaska or Kentucky. The interactive map below shows the average monthly cost of billboard advertising by state.
Average Billboard Cost by State
Billboard Rental Costs in Representative U.S. Cities at a Glance
Davenport, IA | Indianapolis, IN | Orlando, FL | Phoenix, AZ | Boston, MA | Los Angeles, CA | |
|---|---|---|---|---|---|---|
Physical Billboard Cost per Month | $950 to $2,000 | $900 to $2,000 | $1,450 to $4,000 | $1,000 to $2,000 | $1,450 to $7,000 | $2,500 to $15,000 |
Digital Billboard Cost per Month | $1,450 to $3,000 | $1,200 to $3,000 | $2,450 to $5,000 | $1,450 to $3,000 | $2,450 to $5,000 | $3,950 to $8,000 |
Population (Oct. 2023) | 100,486 | 880,621 | 316,081 | 1,644,409 | 650,706 | 3,822,238 |
(Sources: Billboardsin.com, BluelineMedia.com, Census.gov)
Additional Billboard Advertising Costs
The billboard rental price is not the only expense that goes into how much a billboard costs. Chances are that you’ll want to hire a professional graphic or video designer, which ranges from around $150 with Fiverr freelancers to as much as $500 per hour with a design agency. You’ll also need to pay for the cost of materials for physical billboards, and may need to pay for billboard installation.
Here’s a closer look at additional costs for billboard advertising:
- Design costs: The costs associated with billboard design typically range from a $70 one-time fee with a Fiverr freelancer or from $150 to $500 per hour, depending on if you choose a freelancer or a professional billboard design agency.
- Materials costs: Vinyl is the standard material used for physical billboard ads, and it costs around $1 to $1.50 per square foot.
- Installation cost: This may be included in your monthly rental rate, but check with your provider to confirm.
Factors That Affect Billboard Advertising Costs
In most cases, billboard ad costs are referenced in cost per mille (CPM), or cost per thousand impressions. These are affected by circulation, demographics, and impressions. Together, these factors inform the billboard’s out-of-home (OOH) rating, as determined by Geopath, an audience location measurement tool for outdoor advertising.
A billboard’s OOH rating is based on four factors:
- Circulation: Circulation is the total volume of traffic that passes the billboard as derived from transportation authorities. The circulation does not take into account whether passersby see your ad.
- Demographics: A billboard’s demographics are a breakdown by age, gender, and income level of people who typically pass a billboard. Expect to pay more to advertise in locations that reach people with higher income levels.
- Visibility research: The probability of how visible your billboard will be to people in the area. This is determined by eye-tracking analysis and the speed at which people pass by your billboard.
- Reach and frequency: Reach is the likely number of people who actually see your ad, based on the size and location of the billboard. Frequency is the number of times your ad will likely be seen.
Pros & Cons of Billboard Ads
Billboards can be expensive, difficult to read, or inflexible, but may still be beneficial given their potentially high exposure and simple, targeted message. In addition to considering how much billboards cost, you should familiarize yourself with the pros and cons of billboard advertising before committing to a board.
| PROS | CONS |
|---|---|
| Potentially high exposure | Static location (unless using mobile billboards, such as vehicle-mounted ads) |
| Relatively low cost per impression | Short exposure period |
| Location targeting | Measuring effectiveness can be challenging |
| Effective for simple messages | The cost of billboards can be out of reach for small businesses |
| Reach a large, broad audience | No engagement with users (unlike digital ads) |
Traditional (Physical) Billboards vs Digital Billboards
Physical billboards have some advantages over digital billboard advertising. For example, installing physical billboard ads is widely available because the infrastructure has existed for several decades in the U.S. Additionally, printed advertisem*nts are not subject to glitches and power outages, unlike digital billboards.
On the other hand, digital billboards can be more effective as they are more dynamic, may be animated (and more attention-grabbing), and can be targeted based on time of day and more. Digital ads also provide small businesses on a budget with cheap billboard options.
Traditional Billboards | Digital Billboards |
|---|---|
Typically less expensive per impression | More dynamic, which makes ads potentially more effective |
More existing infrastructure | Better targeting with the ability to display ads during specific days or hours |
Not subject to glitches | More flexibility as you can update and optimize ads quickly |
Full ownership of the ad space for the entirety of your campaign | Lower entry-point cost for rotating billboard ads |
Check out some examples of physical and digital billboards:
Traditional physical billboards are great for reaching wide audiences in your local area. (Source: BillboardsIn)
Mobile physical billboards are also available as a more dynamic option.
(Source: Blue Line Media)
Digital billboards like these are more dynamic and eye-catching, and often have a lower entry barrier for cost. (Source: Outfront)
Digital billboards can also be displayed at scheduled times and dates. (Source: The Neuron)
How to Choose a Billboard Location
A key factor in determining how much to rent a billboard is its location—in fact, it’s the most important consideration when choosing outdoor advertisem*nt. Factors that influence the effectiveness of a billboard include traffic speed, proximity of the sign to the road, and traveler destination. If you decide that a billboard is right for your business, evaluate several locations before choosing the one that will target the most potential customers.
The factors that play into the desirability of a billboard spot include:
- Traffic speed: People are more likely to see your ad if they’re on a congested highway than on a train route where travelers pass at 40 mph. Therefore, you should choose a billboard located on a street with a low-speed limit or on a roadway susceptible to traffic congestion.
- Proximity of the billboard to the road: The distance of a sign from the road affects how visible it is to passing drivers. For that reason, pick a location close enough to the road to be legible.
- Traveler destination: Consider whether you’re advertising your business to locals or people who are just passing through town. Also, consider whether people are likely to visit your business on the way to or from work.
These details are generally available from the company selling the billboard space. However, it’s also a good idea to visit the location before committing to billboard advertising. Make sure you analyze where your customer base is coming from and put the billboard exactly where they’re most likely to see it.
Pro tip: Consider buying a physical billboard directly across from your competitors that draws attention to your brand’s point of difference or unique selling proposition. For example, the McDonald’s billboard below is poking fun at Starbucks’ sky-high prices.
An example of a physical billboard capitalizing on brand differentiation. (Source: SeattlePI)
Alternatively, you can research digital billboard locations regionally or nationally through providers like Blip Billboards. It has more than 1,600 billboards, you can search by state, and you can start with digital ads for as little as $10 per “blip,” per day.
A map of Blip Billboard’s digital billboard locations in the U.S. (Source: Blip Billboards)
How to Rent a Physical Billboard Location
If you’ve already chosen a billboard location, note the advertising company next time you pass the sign. The company name is usually listed below the image on the structure itself. Some of the largest billboard companies in the U.S. are Lamar, Clear Channel, and CBS Outdoor—but there are many local and regional providers too. How much a specific billboard will cost will largely depend on the provider and location.
A billboard for rent found on the highway by Lamar. (Source: Lamar)
Who Billboard Advertising Is Right For
Billboard advertising can work well in many scenarios, from building brand awareness to driving web traffic or generating interest in a cause. For example, young businesses can leverage billboard advertising to build a brand presence regionally. In fact, billboards located on highways that advertise local businesses are very actionable because audiences are already nearby.
In addition, billboards are a great way to promote brands that don’t necessarily need immediate conversions but want to generate leads, such as for a law or medical practice. If you’re still on the fence about whether or not billboard advertising is right for your business, consider the following questions:
- Does your product pass the eight-second rule? If you can’t make your pitch in eight seconds, billboards are probably not the right channel. The non-animated, static nature of traditional billboards is also ineffective if your message requires interpretation.
- Is your product relevant to a mass audience? If your product is only relevant to a small percentage of the population, you’ll waste a lot of money on “unnecessary” billboard impressions. For example, a distributor of vegan food products likely only appeals to the 4% of Americans who identify as vegan.
Pro tip: Thinking of more ways to advertise your business locally? We’ve listed 27 local advertising ideas for small businesses.
The main benefit of billboard advertising is that you can reach a large number of people within a specific geographical area. This is great for those starting a business or local businesses in general whose target audiences are very broad, yet within one geographic area. Take a look at some billboard examples and what types of businesses they’re best suited for:
Billboard Examples & Who They Are Best For
Example of a physical billboard advertising a local restaurant. (Source: Paradise Food Court, via Facebook).
Everyone eats, so restaurant billboards are effective for local advertising. However, a local business that offers in-home chefs for high-end clients may not be a great candidate for billboards, as it has a narrow audience.
Businesses that will do well with billboard advertising are:
- Restaurants
- Retail stores
- Real estate agents
- Law firms
- Financial institutions
- Medical facilities
- Fitness centers
- Educational institutions
- Professional sports teams
- Home services (e.g., heating and oil, landscaping, construction)
- Nonprofits and public service announcements
Keep in mind that not only should billboard ads fit your audience type, but also your marketing goal. Generally, the purpose of billboards is not to convert buyers on the spot, but to boost general awareness of a local business, service, or organization, and to generate foot traffic. Below are some more examples of billboard ad designs that can generate brand awareness and help drive web traffic or leads.
An example of a billboard advertising a special new customer offer.
(Source: Clear Channel Outdoor)
Large brands can also drive brand awareness regionally with billboards.
(Source: Virgin Atlantic via Pinterest)
National brands can leverage billboards in metro areas to drive awareness and usage. (Source: Silky Szeto)
Even iconic brands with household names use billboard ads to reinforce branding. (Source: Moroch)
Keep your billboard’s message short and simple. (Source: Outfront)
Companies with household names like Coca-Cola don’t need to advertise. It’s not as if anyone has forgotten it exists—and yet large, national companies like Coca-Cola spend millions on advertising each year—billboard ads included. This is because billboard ads remain an effective material for keeping brand presence top of mind.
Small business advertising typically uses billboards to generate local awareness (e.g., to let you know that there’s some great restaurant in town or a new apartment complex coming soon). Alternatively, large companies often use billboards to stay top of mind, which helps generate more sales.
Frequently Asked Questions
The average cost of a billboard in the United States is $66,773. However, this can vary greatly depending on its location, duration, and overall out-of-home (OOH) rating. Generally, physical billboards in rural areas cost between $750 and $2,000, while digital billboards can cost as low as $10 with a provider like Blip Billboards or up to $2,500. In bigger cities, physical billboards cost from $2,500 to well over $15,000, and digital billboards start at $1,200 to $15,000 and over.
The average cost per thousand views (CPM) of a billboard in the United States is $5.50, according to Solomon Partners’ 2023 report¹. This places the average cost per view at less than a penny. However, billboard advertising costs can go higher in larger and denser markets like New York and Los Angeles, and can be on the lower side in more rural areas.
Billboards can be worth it for businesses that want to reach a wide and diverse audience in their local area. For instance, if you own a local restaurant or law firm, billboards are a great way to let your local community know of your business. They’re primarily effective for growing brand awareness and driving local foot traffic, so if your marketing goals lie along those areas, billboards are a generally cost-effective option.
Bottom Line
Billboards are a great way to encourage viewers to take action or simply introduce your brand to a broad audience. Determining how much a billboard costs depends on the format and potential reach of your ad. While vinyl billboards typically cost $750 per month or more in rural areas and $14,000 per month or more in larger markets, digital boards can cost $10,000 per month or more depending on the location.
Billboard costs can be formidable for a startup or small operation. However, Blip Billboard’s digital billboards allow you to build brand awareness at a fraction of the cost. Start for as little as $10 a day with a no-risk plan that doesn’t require a long-term commitment.
Data source:
¹Solomon Partners
