The Outdoor Voice Blog

Guide to Outdoor Media Sizes: How Big is a Billboard?

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Mike Lavery
Outdoor media size guide depicted by four different types of signs. One large billboard, one smaller in the distance, a bus shelter, and a small poster in the background. There is a three way intersection and blue trees.

Whether you’re driving down the highway, walking through a busy city center, or waiting for the bus, chances are you’ve come across various forms of outdoor media vying for your attention. Among these, billboards remain one of the most effective advertising methods for reaching a broad audience. 

Preparing for a new advertising campaign comes with a lot of questions — one of them being: how big are billboards? What are other popular outdoor media sizes? Knowing your options can help you to choose one that matches your campaign goals.

In this size guide, we’ll explore outdoor media dimensions and other specifications to help you make informed decisions for your advertising campaign. Here’s what we’ll cover:

What is the average size of a billboard?

Bulletin and poster dimensions vary by location and by vendor. Most often, large-format bulletins seen along highways measure 14’0” x 48’0”. Smaller panels may range from 12’0” x 25’0” to 10’0” x 20’0”. 

We’ve helped advertisers launch campaigns on boards of all sorts of shapes and sizes, including but not limited to:

  • 10’5″ x 22’8″ Billboard Poster
  • 10’6″ x 22’9″ Billboard Poster (most common)
  • 10’0″ x 20’0″ Billboard 
  • 10’0″ x 24’0″ Billboard 
  • 10’0″ x 30’0″ Billboard 
  • 10’6″ x 36’0″ Billboard 
  • 10’0″ x 40’0″ Billboard
  • 12’0″ x 25’0″ Billboard
  • 12’0″ x 40’0″ Billboard 
  • 14’0″ x 48’0″ Billboard (most common)
  • 12’0″ x 50’0″ Billboard
  • 20’0″ x 60’0″ Billboard
  • Spectaculars (digital and static, sizing varies)

As mentioned, it’s important to note that not every market will offer the same billboard sizes. If you’re looking for a specific size, talk to a media coordinator so that they can pinpoint one in your target area or offer an alternative.

We mentioned a few outdoor media terms so let’s clear the air on the difference between a bulletin, poster, and spectacular.

What is a bulletin?

Campbell County Health static bulletin ad by Alluvit Media

When you imagine a highway billboard, chances are you’re thinking of a bulletin, which most often measures 14’0″ x 48’0″. In some special cases, the creative can extend beyond the borders of the bulletin. 

Typically, bulletins are standalone structures and can be affixed to a frame or positioned directly on the ground. Rental durations for these billboards typically begin at four weeks and can span a year or more depending on the terms of the contract.

Many advertisers consider bulletins to be the most effective form of outdoor media for everything from directional ads to brand awareness initiatives. However, effectiveness truly depends on numerous factors such as the creativity and location of the advertisement in relation to campaign objectives.

What is a poster?

Posters are typically smaller than bulletins and are often found in urban areas, on public transit, or in high-traffic pedestrian zones. The most common outdoor poster size is 10’6″ x 22’9″.

Posters come in a range of sizes, but given their smaller nature, they are usually designed to be viewed at closer distances. That means they’re often positioned closer to the ground than the towering billboards we see along highways.

Posters can offer a cost-effective advertising solution for businesses and organizations looking to reach a specific audience on a tighter budget.

What is a spectacular?

A spectacular is the grandeur of outdoor advertising, measuring larger than most bulletins and often taking the form of building wraps. These placements are typically found in bustling city centers or high-traffic areas. Some possible sizes are 16’0″ x 60’0″ or 20’0″ x 60’0″.

Spectaculars can push the boundaries of creativity and innovation, utilizing advanced technology to create a more immersive or interactive visual experience. From Times Square’s to Tokyo’s Shibuya Crossing, spectaculars leave a lasting impression.

Designing for Common Billboard Sizes

Designing for common billboard dimensions requires careful consideration of scale, readability, and visual impact. Since billboards are often viewed from a distance and at high speeds, simplicity and boldness are key. 

We provide all our advertisers with detailed spec sheets so that their design is optimized for whatever billboard size they’re advertising on. Even more, we offer free graphic design services to ensure that the ad is effective. We believe that access to excellent design services can make all the difference in a campaign’s success.

Here are some of our spec sheets:

For additional support, check out our one-sheet on outdoor ad design best practices.

Other Types of Outdoor Displays

The billboard sizes mentioned so far are just a sampling of what’s out there. There are all sorts of outdoor media types that come in a range of sizes. If you’re looking for something outside the realm of traditional billboards, your outdoor media coordinator can provide a list of options. Remember: not every market offers the same options.

Bus shelter ad for Portsmouth Naval Shipyard by Alluvit Media

Some other outdoor displays include:

Which Billboard Size Should You Choose?

There’s technically no right answer to this question. A few extra feet shouldn’t drastically change the outcome of your campaign; however, it’s important not every billboard size is created equal for every campaign.

Here are some factors to consider when selecting the appropriate billboard size:

  1. Audience and Location: Consider the demographics and behaviors of your target audience as well as the location of the billboard. Larger billboards are ideal for high-traffic areas and major highways where they can attract attention of passersby quickly. Smaller billboards, such as posters, may be more suitable for urban environments or areas with limited space.
  1. Visibility and Impact: Evaluate the visibility and impact of different billboard sizes based on factors such as viewing distance, traffic flow, and surrounding environment.
  1. Budget and Resources: Consider your budget and resources when choosing a billboard size. Larger billboards typically come with slightly higher costs based on square footage, so you’ll need to weigh the potential return on investment against your budget constraints.
  1. Creative Considerations: Evaluate how your creative assets will translate across different billboard sizes. Larger billboards provide more space for bold imagery, impactful messaging, and creative design elements, whereas smaller billboards may require more concise content so the space isn’t cluttered.

Looking for more specific campaign insights based on your unique goals? Drop us a line at (866) 499-3334 or fill out our simple online form to get connected with a media coordinator.