11 Billboard Advertising Statistics Worth Knowing 2026

Billboard advertising (and by extension, out-of-home marketing) remains as effective at cutting through the noise as ever - billboard advertising statistics show that billboard advertising spend is increasing, and more companies are now including billboard advertising in their marketing mix in 2026.

We’ve pulled together a list of 11 insightful and illuminating billboard advertising statistics from Australia and the United States that include insights into usage, market share, return on investment, and prominence of billboard advertising globally. 

1. 74% of Australians are exposed to billboards more than once per week

Almost three-quarters of Australians are exposed to billboards more than once a week. Whether that’s in the form of digital or static billboards, research shows that the average Australian will see one or more billboard advertising placements each week. Motorists are the most likely to be exposed to billboard advertising on arterial roads, whilst commuters in cities are also exposed to a high number of static and mobile billboards on signboards and public transport.

2. There are more than 130,000 billboards in Australia

The latest data shows that there are more than 130,000 billboards currently operating in Australia. The growth of digital billboard advertising over the last decade underscores the growth of billboard advertising. Reduced upfront costs and time-to-market have been instrumental in the growth of digital billboard advertising in Australia. 

3. 86% of businesses believe billboards strengthen their marketing

86% of businesses that invested in billboard advertising reported a positive impact on their marketing efforts. Recent data shows that the overwhelming majority of businesses that invested in billboards saw positive returns from their investment and were likely to continue billboard advertising into the future.

4. Digital billboards get 400% more views than static billboards

Digital billboards significantly reduce time-to-market and, according to the latest data, have a 400% higher engagement rate than traditional static billboards. This recent insight underscores the importance of interactive advertising in captivating audiences and commanding attention in a crowded market.

5. Billboards in the United States have a $6 return for every $1 spent

According to the latest research out of the United States, advertisers who invested in billboard ads saw a $6 return for every dollar that they spent on billboard advertising. This 6:1 return is well above accepted market averages for digital advertising channels including Google Ads and Meta which command a return of between 2:1 and 3:1 on average.

6. 48% of people would recommend a product they have seen on a billboard

Billboards aren’t just great for awareness; they are also great for building trust and creating positive ambassadors for your brand. The latest data from out of the United States shows that almost half (48%) of people who saw a product or service advertised on a billboard would be likely to recommend the product.

7. 41% of people will search online for a product they see on a billboard

Billboard advertising isn’t just about building recognition or awareness. In fact, 41% of people say that they would search online for something that they have seen on a billboard. This statistic highlights the importance of billboards as a conversion tool – not simply a top of the funnel awareness mechanism.

8. Billboard advertising is expected to surpass $10 billion annually in the US in 2027

Billboard advertising continues to grow in the United States with the latest data showing that total expenditure on billboard advertising is set to tip over $10 billion by 2027.

9. 6-seconds is the average time someone will look at a billboard 

A recent study found that, on average, people will look at a billboard for 6-seconds before looking away. This number was higher for dynamic digital billboards and lower for static traditional billboards. For digital billboard advertisers, this 6 second window represents a marker for engagement and proves the importance of creating ads that engage users throughout. 

10. Digital billboards have an 83% recall rate with customers 

Digital billboards have a staggering 83% recall rate with customers. The latest data shows that, on average, more than 4 in 5 users will recall products, events, or services that they see advertised through digital billboard ads.

11. Sydney’s Glebe Island Silo billboard is the most expensive billboard in Australia

Sydney’s iconic Glebe Island Silo billboard is the most expensive billboard advertising spot in Australia at a cost of $250,000 per 28 days. The permanent billboard installation visible to west bound traffic on the Anzac Bridge covers more than 1,000 square metres and sits on top of 15 heritage-listed silos.

In markets like Queensland, where more than half of the population lives regionally, billboard advertising is one of the few channels for brands to establish a strong presence in communities.

As the leading outdoor advertising company in Queensland, POA can help you reach 96% of Queenslanders with over 2000 billboard placements across arterial roads, city centres, transport hubs, and local landmarks.