When planning a billboard campaign, size matters. But bigger isn’t always better.
The right billboard size depends on
One of the most common large-format billboards in the U.S. is the bulletin.
Typically around 14 feet high by 48 feet wide. Bulletins are commonly found along highways and major roads, where advertisers need strong visibility from a distance.
Other common formats include:
Ideal for local roads and slower-moving traffic.
Designed for neighborhood and local-market visibility.
Dimensions depend on the location and display specifications.
Location and visibility can matter more than size. A smaller billboard positioned near your target audience may outperform a larger billboard in a less relevant location.
Before choosing a size, consider:
How quickly people will pass the ad.
How far away they’ll see it.
What else is competing for attention nearby.
How often your audience travels through the area.
Keep it simple. Even a huge billboard shouldn’t be packed with information. Strong billboard creative typically uses:
So, what size should a billboard be? There isn’t one perfect answer. Large highway bulletins can be great for broad visibility, while smaller formats can work well for targeted local campaigns.
Ultimately, don’t just look for the biggest billboard. Look for the right billboard, in the right location, for the right audience.
With BillboardsIn, advertisers can explore billboard and out-of-home advertising options across markets and compare placements that fit their goals.
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