Both static and digital billboards are effective — but they serve different needs. Here's how to think about the decision.
Static Billboards
Best for: Long-term brand building, businesses that want consistent presence, campaigns with a single strong message.
Static billboards are always on, always visible, and always displaying your creative. They're typically lower-cost than digital, which means you can hold a location for months or years at a price that makes sense. The tradeoff is creative flexibility — once the vinyl is printed and posted, your message is fixed until you change it.
Digital Billboards
Best for: Event-based promotions, time-sensitive offers, businesses that want to rotate multiple messages, campaigns that need to respond quickly to conditions.
Digital displays allow you to change your message instantly — no printing, no crew visit. You can run different creative by daypart (lunch specials at 11am, happy hour at 4pm), react to local events, or rotate multiple campaigns across a single face.
Digital CPM (cost per thousand impressions) is typically higher than static, but the flexibility often justifies the premium for the right campaign.
The Simple Answer
If you have one strong, stable message and want maximum long-term reach at the best rate — go static.
If you need flexibility, run promotions frequently, or want to test multiple messages — go digital.
Talk to Scotty Outdoor about what's available in your market →