The OOH format and its size make up a big chunk of the final price. Bigger billboards cost more than smaller ones, but that’s not the only factor. You’ll decide between formats like:

Whichever OOH medium you choose, the results can be extraordinary, especially in high-visibility areas.

Location is everything, and it largely determines the cost of running a billboard: urban, suburban, or rural areas, and highways versus local roadways.

Urban areas and highways see massive daily viewership—hundreds of thousands of travelers every day—so they come with a higher price tag for billboards. Suburban and rural locations see fewer daily viewers and are more affordable.

Consider your campaign’s goals and how long it will run. Short-term billboards cost less than long-term ones, so factor that into your game plan.

Timing matters on a seasonal scale, too. Demand fluctuates, and billboards run during holiday months cost more than those in less eventful seasons, as brands fight to maximize visibility. Knowing this ensures you won’t be surprised by costs.

Billboards seem expensive and reserved for the ultra-rich, but that’s simply not the case. Of course, huge 3D digital screens in New York City, London, Tokyo, and Seoul cost a fortune, but most campaigns don’t need that kind of power.

Basic static and digital billboards near highways or in medium to large cities will do the trick for most campaigns. They see tons of travelers daily, and over a long-term campaign, your ad becomes one with its environment and easily recognized.