Not All Billboards Are the Same: Here’s How to Choose the Right Format

In today's fragmented media landscape, out-of-home (OOH) advertising cuts through the noise by meeting consumers in the real world: where they can't skip, block, or scroll past your message. Spanning 65+ markets, Clear Channel Outdoor (CCO) delivers scalable solutions that engage people where they live, work, and travel. From neighborhood-level posters to massive wallscapes in bustling city centers, our formats are designed to meet a variety of business objectives. Here’s a look at the main types of OOH displays and how to choose the one that best supports your campaign goals.

Bulletins: The classic for broad reach 

Bulletins are the largest standard printed billboard format, usually measuring 14 feet high by 48 feet wide. You will find them on highways, interstates, and other major commuter routes. Their size and placement make them perfect for long-distance visibility and high-frequency impressions.

If your goal is building brand awareness on a large scale or maintaining a strong presence in a particular market, bulletins are a powerful tool. They are often used in high-impact campaigns, for product launches, and for branding initiatives that require broad exposure.

Bulletins work best when your goal is:

Wallscapes: High impact in urban settings

Wallscapes are large-scale, custom billboard installations mounted directly on building exteriors. These dramatic displays also include building wraps allowing advertisers the opportunity to cover multiple sides of a building’s exterior for even greater impact. Often found in urban areas with high traffic density and pedestrian oriented city centers, the visual scale and prime locations of our Wallscapes make them a favorite for brands seeking to create buzz or establish a premium image. Whether promoting a major event, product launch, or high-fashion campaign, Wallscapes are built to impress.

Wallscapes are a smart choice when you want to:

Digital Bulletins and Digital Premiere Panels™: Real-time flexibility

Digital formats combine the broad, broadcast-style reach of traditional OOH with the agility of digital marketing. These displays can scale across entire markets, delivering consistent messaging to mass audiences while still offering the flexibility to rotate creative assets and run across multiple locations. Digital Billboards also support dayparting, allowing advertisers to tailor messages by time of day, weather, or other conditional triggers. This makes them a powerful tool not only for broad awareness campaigns, but also for time-sensitive promotions like flash sales, dynamic storytelling, countdowns, live sports scoring, and more. And because creative can be launched quickly across a network, digital is an efficient choice for fast-turnaround campaigns that still require scale.

Digital displays are the go-to option for:

Premiere Panels^®: Elevated creative in prime locations

Premiere Panels are larger-than-life, vinyl-wrapped displays placed in high-profile, high traffic areas. Similar to posters, they reach surrounding communities and neighborhoods, but with a bigger canvas that enables richer storytelling. This format is designed for brands that want to break the mold with creative that leverages extensions and unique billboard embellishments that capture attention and leave a lasting impression.

Premiere Panels work best for:

Posters: Hyperlocal and community-based

Posters are smaller than bulletins, typically around 12 feet high by 25 feet wide. These printed billboards are placed on primary and secondary roads, often within neighborhoods and near local points of interest. Because of their proximity to where people live, shop, and commute, posters provide broad coverage of markets, neighborhoods and communities, and help advertisers stay relevant to people’s daily routines.

Posters are ideal for:

The takeaway: Match your message to the medium

The effectiveness of your out-of-home campaign often hinges on choosing the right billboard format. Each type plays a different role. Bulletins offer massive reach. Posters deliver neighborhood-level focus. Wallscapes turn heads in urban environments. Premiere Panels deliver elevated creative in top-tier placements, and digital formats offer flexibility.

By aligning your campaign objectives with the strengths of each format, you can make smarter media investments and drive stronger results. Whether your focus is on brand awareness, timely offers, or memorable creative, Clear Channel Outdoor offers the variety and scale to help your message stand out in the real world.