How Much Does a Billboard Actually Cost?

“How much does a billboard actually cost in ‘X’ city?”

Our Cofounder and Chief Customer Officer, Greg Wise, explains 6 factors that affect the answer to that question, using Boston as an example:

1. Location, Location, Location: The most expensive billboards are in high-traffic, urban areas. In Boston, if you’re eyeing a prime spot near Fenway or downtown, it could cost $20,000 – $30,000+ per month.

Just 10 miles out in Newton or Framingham? Costs drop to $15,000 – $20,000 per month. And if you’re going as far as Worcester, prices can range from $8,000 – $15,000.

2. Seasonality Drives Pricing: Expect prices to spike 20-30% during high-demand times like early fall, or during Q4 for the holidays or major local events.

If you want to run (pun intended) a Boston Marathon campaign, you will pay a premium, but the exposure is unmatched.

3. Discounts for Consistency: Committing to a 6-12 month contract could reduce your monthly rate by 10-15%, or more. Consistency doesn’t just help your brand stay top-of-mind—it also helps you get a better deal.



4. Visibility Drives Cost: The more visible the billboard—think highway approaches, major intersections, and elevated locations—the higher the cost. Billboards at eye level or in high-congestion areas (where drivers have more time to absorb the message) can command a 20-40% premium over less strategically positioned units. These are all factors we take into consideration when building an-out-of-home media plan.

5. Retail Impact: Want to drive in-store sales? Billboards placed within 1-2 miles of a retailer can create a direct path to purchase.

We have worked with retail brands who have invested $10,000 in a well-placed billboard near a grocery store and experienced a 25-35% lift in that product’s local sales during the campaign.

6. Short-term Wins and Long-term Brand Building: It’s not just about immediate conversions. OOH has a unique halo effect—one brand OneScreen worked with spent $18,000 on a four-week campaign outside of Boston.

They saw a 40% increase in search volume during the campaign and a sustained 15% uplift for three months after.  The visibility stuck, even when the billboard came down. OOH provides brand lift that lasts.

OOH isn’t as foreign as it seems—it’s a strategic complement to digital marketing you are doing already but with a tangible presence in the real world.

The question isn’t just: “How much does a billboard cost?”

The real question is: “How much ROI can a billboard deliver?”