One of the most common questions businesses ask when considering billboard advertising is: How much does it cost—and is digital more expensive than static? The short answer is yes, digital billboards typically cost more per placement, but the full picture is more nuanced. Cost depends on location, traffic volume, format, duration, and how ad space is sold.

This article breaks down the cost differences between digital billboards and static billboards, explains what drives pricing, and helps advertisers decide which option delivers better value for their goals.

Understanding Billboard Cost Structures

Before comparing formats, it’s important to understand how billboard pricing works.

Billboard costs are influenced by:

• Traffic count and impressions

• Location and visibility

• Billboard size and format

• Length of campaign

• Market size (urban vs rural)

Unlike online ads, billboard pricing is usually flat-rate, not performance-based.

What Is a Static Billboard?

A static billboard is a traditional printed sign:

• One advertiser per face

• Printed vinyl or paper

• No rotation of ads

The message stays the same for the entire campaign.

What Is a Digital Billboard?

A digital billboard uses LED screens:

• Multiple advertisers rotate on the same screen

• Ads change every few seconds

• Content can be updated remotely

Digital billboards are more flexible but more technologically complex.

Average Cost of Static Billboards

Monthly Cost Range

Static billboard costs typically range from:

• $250–$1,500 per month in rural or low-traffic areas

• $2,000–$6,000 per month in mid-sized cities

• $10,000–$30,000+ per month in major metropolitan locations

Premium locations can exceed this range.

Production Costs

Static billboards also require:

• Graphic design

• Printing

• Installation

Production can add:

• $500–$3,000 depending on size and materials

These are usually one-time costs per creative.

Average Cost of Digital Billboards

Monthly Cost Range

Digital billboard pricing is typically:

• $1,200–$5,000 per month in smaller markets

• $5,000–$15,000 per month in medium cities

• $20,000–$50,000+ per month in major metro areas

Costs reflect shared exposure rather than exclusive use.

No Printing Costs

Digital billboards:

• Do not require printing

• Have minimal setup costs

Creative changes are often included or low-cost.

Why Digital Billboards Cost More

Shared Screen Time Model

Unlike static billboards:

• Multiple advertisers share one digital screen

• Each ad typically runs 5–10 seconds per loop

You’re paying for time-based exposure, not exclusive ownership.

Technology and Maintenance Costs

Digital billboards require:

• LED panels

• Software systems

• Electrical power

• Ongoing maintenance

These costs are built into pricing.

Cost Per Impression Comparison

Static Billboard CPM

Static billboards often have:

• Lower cost per impression over long durations

• Continuous exposure

They work well for:

• Brand awareness

• Simple messaging

Digital Billboard CPM

Digital billboards typically have:

• Higher CPM

• More frequent message changes

They work better for:

• Time-sensitive offers

• Multiple creatives

• Dynamic messaging

Duration and Flexibility Differences

Static Billboard Commitments

Static billboards usually require:

• Minimum 4-week contracts

• Longer commitments for premium spots

Changes mid-campaign are costly.

Digital Billboard Flexibility

Digital billboards allow:

• Shorter contracts

• Fast creative swaps

• Daypart or time-based messaging

Flexibility often justifies higher cost.

Market Size and Location Impact

Urban Areas

In major cities:

• Digital billboards dominate premium locations

• Static inventory may be limited

Pricing reflects competition and demand.

Suburban and Rural Areas

In smaller markets:

• Static billboards are more common

• Digital inventory is limited

Static billboards often offer better value here.

Cost Comparison Example

Static Billboard Scenario

• $4,000/month

• Exclusive display

• One message

• High repetition

Digital Billboard Scenario

• $8,000/month

• 8 advertisers rotating

• Multiple creatives

• Timed messaging

Both can reach similar audience sizes, but with different strategies.

Which Is Better for Small Businesses?

Static Billboards for Small Businesses

Better if you:

• Have a limited budget

• Want consistent brand exposure

• Don’t need frequent changes

Static billboards offer simplicity and predictability.

Digital Billboards for Small Businesses

Better if you:

• Want flexibility

• Need to promote events or sales

• Want premium locations

Digital billboards suit agile campaigns.

Hidden Costs to Consider

Static Billboard Hidden Costs

• Reprinting for creative updates

• Weather damage

• Installation delays

Digital Billboard Hidden Costs

• Limited screen time

• Ad scheduling restrictions

• Creative approval timelines

Understanding these prevents surprises.

ROI Considerations

Measuring Value Beyond Cost

Cheaper does not always mean better.

Consider:

• Visibility

• Message clarity

• Audience relevance

A more expensive billboard can outperform a cheaper one.

Industry Use Cases

Industries Favoring Static Billboards

• Real estate

• Law firms

• Local services

They benefit from long-term exposure.

Industries Favoring Digital Billboards

• Entertainment

• Retail promotions

• Events and tourism

They benefit from flexibility and urgency.

Trends in Billboard Pricing

Growth of Digital Inventory

Digital billboards are expanding rapidly:

• Prices may stabilize over time

• Competition increases availability

Markets are evolving.

Hybrid Campaigns

Many advertisers use:

• Static billboards for branding

• Digital billboards for promotions

This balances cost and impact.

Choosing the Right Option

Ask yourself:

• What is my budget?

• Do I need creative flexibility?

• Is location more important than exclusivity?

The answers guide the decision.

Conclusion

Digital billboards generally cost more than static billboards due to technology, flexibility, and premium placement. However, static billboards offer exclusive, continuous exposure at a lower price point, making them ideal for long-term branding. Digital billboards excel in dynamic messaging and short-term campaigns, especially in high-traffic urban areas.

Neither format is universally better—the right choice depends on campaign goals, budget, and market conditions. Understanding cost structures helps advertisers make informed, effective decisions.