Out-of-Home Advertising in Massachusetts

Billboard advertising rentals in Massachusetts including local market research. Detailed breakdowns of Massachusetts ooh media by size, location, and cost. Information gathered from over two decades of experience managing and analyzing successful outdoor advertising in Massachusetts. 

 Frequently Asked Questions 

Billboards in Massachusetts price out anywhere from $363 per 4 weeks for smaller posters to as much as $5,633 per 4 weeks for large digital billboards. Be sure to factor in the additional cost of graphic design, artwork, and fabrication if you're renting static Massachusetts billboards. Fabrication costs ~$850. If you rent a billboard in Massachusetts for an extended period (more than 3 months), your billboard print will likely need to be replaced periodically to keep it looking pristine. More about MA ooh pricing.

Take a look at our Massachusetts ooh market research by county below. Dollar for dollar, ooh advertisements in Massachusetts are still one of the best ways to communicate your brand message. Billboards are most effective when used in  conjunction with other forms of advertising media (online, tv, etc.).

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outdoor advertising MA

Big and small

Massachusetts 4-week Median Advertising Cost of Array Average Price: $2,907

Bulletins in Massachusetts

The largest outdoor media in Massachusetts, Bulletins billboards prices start at $1,272 and go up to $4,997, depending on location.

Massachusetts OOH Average Price: $2,710

Digital Billboards in Massachusetts

Leased in 8 seconds portions. Entire loops run every 64 seconds. At the low end, prices start at $1,646 up to $5,614 for premium Massachusetts outdoor ad space.

Advertising on Buses in MassachusettsAverage Price: $520

Bus Panels in Massachusetts

Bus panels come in 4 standard sizes, the smallest size costs $368 while the largest full side panel displays can cost as much as $620 every 4 weeks.

Massachusetts Advertising ArrayAverage Price: $800

Posters Advertising in Massachusetts

Small panels located near bus shelters, transit stations, and shopping malls ideal for statewide advertisers with a small budget. Lowest price is $607 while some locations can cost $965.

What did people do after seeing Massachusetts billboards?

We conducted an outdoor advertising survey throughout the major counties in and around Massachusetts. From Suffolk to Hampden County and everywhere in between, actions taken based on outdoor media varies somewhat throughout these counties. OOH Advertising in Worcester County may produce slightly different results from outdoor ads in Bristol or Middlesex County. Take a look at the questions we asked 1,040 people in these counties about their own personal experiences with Massachusetts outdoor advertising.

Discussed billboard ads you've seen with friends or family 35% 44% 31% 41% 28%
Recommended the advertiser to others 7% 11% 6% 7% 6%
Attended a local event because of a billboard 13% 11% 11% 15% 11%
Visited a local business (e.g. restaurant) because it was advertised on a billboard 30% 18% 12% 14% 19%
Made a purchase at the business advertised 12% 11% 16% 12% 11%
Watched event on television because of a billboard 13% 18% 11% 16% 18%
Tuned in to the radio station featured on a billboard 16% 7% 14% 17% 14%
Visited an advertiser website because of billboards 14% 24% 16% 12% 14%
Googled or otherwise searched online for more details about the message 27% 13% 27% 13% 26%
Googled or otherwise searched online for more details about the advertiser 14% 16% 17% 16% 16%
Accessed a coupon on a billboard from your mobile device 7% 6% 12% 6% 11%

As you can see, when it comes to billboards, 30% of Suffolk County residents visited a local business (e.g. restaurant) because it was advertised on a billboard and 11% of Worcester County respondents said they made a purchase at the business advertised. Those are useful data points that can be used to educate advertisers about the exact locations in Massachusetts where billboards will likely be most effective.

Outdoor Advertising in Massachusetts

How people FEEL about billboard advertising in Massachusetts?

Here are a few other counties in which we conducted our ooh market study; Plymouth County, Norfolk County, Essex County, Berkshire County, Hampshire County. The table below represents responses to questions from 1,065 people about consumer attitudes towards outdoor advertisements in Massachusetts. Again, findings vary from county to county. Factors you may want to take into consideration if you're planning to advertise at a particular location in Massachusetts.

Are a COOL way to advertise. 65% 70% 79% 73% 71%
Are a good way to LEARN about NEW BUSINESSES in the area 68% 55% 70% 58% 65%
Are a good way to LEARN about SALES and EVENTS 64% 59% 53% 53% 52%
Often catch my ATTENTION 73% 80% 75% 83% 79%
Advertisements on digital billboards stand out more than advertisements online. 66% 65% 71% 72% 68%
Advertisements on digitial billboards stand out more than advertisements on TELEVISION 49% 49% 37% 41% 52%
Make the city look more MODERN. 62% 73% 63% 70%
..Are visually APPEALING 61% 73% 69% 62% 69%
Are an effective way to alert the community about SEVERE WEATHER conditions. 80% 84% 77% 85% 79%
Are an effective way to alert the community about MISSING CHILDREN. 91% 85% 87% 85% 87%
Provide CURRENT and RELEVANT information. 64% 73% 78% 60% 60%