How are digital billboards commonly purchased?

They may be bought as specific locations or as networks of locations, depending on the media owner and campaign.

Can digital billboard creative change during a campaign?

Yes. One of the format’s advantages is the ability to update or rotate creative much more frequently than a printed static board.

Are there printing or installation costs?

Digital creative does not require vinyl printing or physical installation, although campaign and creative-production fees can still exist.

Should I resize a normal web banner for a billboard?

No. The artwork should be designed for the actual screen dimensions, viewing distance and media-owner specifications.

Does the page cover dynamic content?

Yes. It introduces the idea of reserving areas in a base creative for content that can update from an external data source.

Beginner
Guide
Free

Digital Billboards: Buying, Creative and Production Basics

by OAAA

A compact guide to how digital billboards are bought, rotated, updated and prepared for production.

Time to Complete: ~10–15 min
Level: Beginner
Certificate: No

Start Learning Browse Courses

Overview

OAAA’s Digital Billboards page is a concise practical reference for advertisers evaluating roadside digital inventory. It explains that digital billboards can be purchased as individual locations or as networks, that contracts can range from short periods to several weeks, and that creative can be changed far more frequently than on a static board. The page also covers dynamic-content possibilities and production basics, including the importance of designing to the display’s actual pixel dimensions and confirming specifications with the media owner. It is especially useful for buyers who are new to shared digital rotations and for creative teams that need to understand why a billboard file should be designed for a specific physical screen rather than simply resized from a web ad.

What You'll Learn

Understand common ways digital billboard inventory is purchased
Recognize why a digital billboard can support more flexible scheduling than a static board
Plan multiple creative messages across a campaign
Understand the basic idea behind dynamic billboard content
Prepare files around the actual pixel dimensions of a screen
Know which technical details to confirm with the media owner before production

Highlights

Combines buying and production basics in one short reference
Explains the flexibility of changing creative weekly, daily or even hourly
Useful bridge between media planning and creative production
Directly addresses practical file-preparation concerns

Who It's For

Best For

Advertisers buying digital billboards for the first time
Designers producing roadside DOOH creative
Teams comparing static and digital billboard options
Local businesses that want flexible creative scheduling

Prerequisites

Basic understanding of what a billboard is
Access to the media owner’s final technical specifications before launch

Topics Covered

Digital Billboards
Buying
Creative
Formats

How to Use This Resource

Digital Billboards: Buying, Creative and Production Basics is best used as a guide rather than as a live rate card. Treat the examples and frameworks as a way to ask better questions before a proposal, then verify inventory, pricing, dates and specifications with the seller or platform.

The strongest planning value is in Digital Billboards, Buying, Creative, and Formats. Those topics connect directly to how outdoor media is bought: the screen or panel still has to match the audience journey, the creative has to be readable in context, and any measurement claim should be tied to a stated methodology.

Because this resource is provided by OAAA, read it with the provider context in mind. Vendor education can be useful, but it should be balanced against independent market checks and competing quote paths.

Apply It to a Billboard Plan

Write down the campaign decision this resource should support before opening it.
Capture the terms, metrics or workflow steps that affect a live OOH brief.
Translate the lesson into one buying question for a media owner, agency or platform.
Use a calculator, size guide or market guide to test the idea against real campaign constraints.

At a Glance

Topic: Digital Billboards
Level: Beginner
Format: Guide
Cost: Free
Duration: ~10–15 min
Provider: OAAA
Hands-on: Yes — practical/reference
Certificate: No
Added: 2026-08-04
Updated: 2026-08-04

Frequently Asked

How are digital billboards commonly purchased?: They may be bought as specific locations or as networks of locations, depending on the media owner and campaign.
Can digital billboard creative change during a campaign?: Yes. One of the format’s advantages is the ability to update or rotate creative much more frequently than a printed static board.
Are there printing or installation costs?: Digital creative does not require vinyl printing or physical installation, although campaign and creative-production fees can still exist.
Should I resize a normal web banner for a billboard?: No. The artwork should be designed for the actual screen dimensions, viewing distance and media-owner specifications.
Does the page cover dynamic content?: Yes. It introduces the idea of reserving areas in a base creative for content that can update from an external data source.

Sources & Methodology

Digital BillboardsOAAA - industry association
Media FormatsOAAA - industry association

Pricing figures on this site are illustrative planning estimates, not quotes: rates vary by operator, market, availability, timing, and campaign requirements, so confirm current terms directly with the media owner before committing budget. This page was last reviewed on Aug 4, 2026. Report a correction.