What billboard advertising and static signage companies offer digital advertising services?

Short answer

The major billboard operators offering digital advertising services include Lamar Advertising, Clear Channel Outdoor, and JCDecaux. Technology providers such as Daktronics, STRATACACHE, and BrightSign supply the hardware and software that power those networks but do not sell ad inventory directly.

The main billboard operators with digital inventory

Three companies dominate the space where traditional static billboards meet digital out of home (DOOH) advertising.

Lamar Advertising is one of the largest billboard operators in the United States, managing over 350,000 display surfaces including more than 5,600 digital displays (per Lamar). Its digital boards rotate ads every 6 to 8 seconds, support real-time data streaming for automatic content updates, and eliminate the printing and installation costs associated with static creative swaps.

Clear Channel Outdoor operates a global network of around hundreds of thousands of displays globally, covering roadside billboards, transit advertising, airport displays, and place-based screens. The company offers programmatic DOOH buying options alongside advanced targeting for data-driven media buys, making it a frequent choice for advertisers who want automated, impression-based purchasing.

JCDecaux operates in over 3,900 cities worldwide with a portfolio that spans static billboards, digital street furniture, transit advertising, and airport placements. The company places particular emphasis on integrating digital screens into urban public spaces such as bus shelters and kiosks, making it a leading choice for high-impact metropolitan campaigns.

Technology and hardware providers behind DOOH networks

Not every company in this space sells advertising directly. Several are infrastructure providers whose products underpin the screens that media owners operate.

Daktronics is a manufacturer specializing in large-scale LED digital displays and scoreboards. Its screens appear in sports venues, transportation hubs, and retail environments, and many digital billboards run on Daktronics hardware. The company is a technology partner, not a media owner.

STRATACACHE offers integrated hardware and software digital signage solutions deployed in over 80 countries. Its platform blends both sides of the technology stack, giving operators flexibility in how they configure and manage their networks.

BrightSign produces digital media players that are widely used across DOOH networks. Its devices focus on reliable content delivery, and they appear in a broad range of installations from retail screens to large-format outdoor displays.

Understanding the distinction between media owners and technology providers matters when planning a campaign: advertisers buy time and space from operators like Lamar, Clear Channel, and JCDecaux, while hardware providers like Daktronics, STRATACACHE, and BrightSign work behind the scenes.

DOOH formats beyond the roadside billboard

All three major operators have expanded well beyond traditional highway billboards. Transit advertising, covering digital screens on buses, subways, and transit shelters, accounts for roughly 18% of the total OOH market. Airport advertising targets captive, often affluent audiences with digital displays throughout terminals. Place-based screens bring digital signage into retail stores, restaurants, and entertainment venues, enabling contextual targeting at or near the point of sale.

Programmatic DOOH buying ties these formats together, allowing advertisers to purchase impressions across multiple environments through automated platforms that support dynamic creative, budget optimization, and audience targeting.

Costs and effectiveness at a glance

Digital billboard rental rates typically run from $1,500 to $30,000 or more per month depending on market size and site prominence. Static billboards start as low as $250 per month in rural areas, with premium urban locations commanding significantly higher rates. Average CPMs for digital billboards fall in the $15 to $35 range. Creative production for digital formats generally costs $300 to $1,000 depending on complexity, though digital boards eliminate ongoing printing and installation expenses.

On the effectiveness side, digital signage generates 400% more views than static signage, with reported brand recall of 83% and 76% of viewers taking some action after exposure. Retailers have reported a 32% sales increase on items promoted via digital signage. Combining static and digital OOH formats in an integrated campaign can improve overall campaign performance by 13% compared to digital-only buys, and OOH as a category has among the lowest ad-skipping rates of any advertising medium.

How AdQuick handles billboard advertising

Planning across multiple operators and formats, from Lamar digital boards to transit screens to place-based displays, can be complex. AdQuick simplifies the process through a single marketplace where advertisers can search, compare, and buy billboard advertising across static and digital inventory nationwide. The platform supports programmatic and direct buys, provides measurement tools to track campaign performance, and gives media planners visibility into pricing and availability across markets without requiring separate negotiations with each operator.