Tobias Reed Production Knowledge Lead at 4OVER4.COM
Tobias is our voice for cutting, binding and large format, built from the knowledge of our production team, with over 20 years in printing.
Question
How do billboard advertising statistics compare to digital display ads?
Answer
Out-of-home advertising like billboards competes on cost per impression and unavoidable reach, and it stacks up well against digital display ads on both.
| Metric | Billboards | Digital display |
|---|---|---|
| Typical CPM | $2 to $9 | $10 to $30+ |
| Weekly reach | 90%+ of the U.S. population | Varies, ad-blocker limited |
| Skippable | No | Yes |
The core difference is that out-of-home impressions are unskippable, since no one installs an ad blocker on a highway. For pure awareness at scale, large-format print stays hard to beat.
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