Which DOOH ad networks support large billboard sizes?

Short answer

Programmatic platforms including Vistar Media, Place Exchange, and Broadsign Reach provide access to large digital billboard inventory, as do major media owners like Lamar Advertising, Clear Channel Outdoor, and OUTFRONT Media. Highway bulletins typically run 14x48 ft, large urban boards reach 20x60 ft, and spectaculars can exceed 30x80 ft.

Programmatic DOOH platforms with large-format inventory

Several programmatic platforms connect advertisers to large roadside and urban digital billboards through real-time bidding and direct deals.

Vistar Media operates as a DSP and SSP with broad access to highway bulletin inventory across North America and globally through partnerships with major media owners.

Place Exchange specializes in premium programmatic OOH inventory, covering highway billboards and large urban panels in major metropolitan areas.

Broadsign Reach functions as both DSP and SSP, connecting buyers to a global network of large roadside and urban spectaculars through media owner partnerships.

Hivestack supports large-format billboards across North America, Europe, and APAC, though coverage varies by region following recent corporate changes.

Omnichannel DSPs such as The Trade Desk and Google DV360 offer DOOH inventory indirectly by integrating with SSPs like Vistar and Place Exchange. They do not own large-format billboard inventory directly but allow DOOH to be combined with other digital media buys.

Major media owners operating large DOOH networks

Media owners with proprietary digital billboard networks offer direct inventory sales for guaranteed placements, including signature and high-impact sites.

• Lamar Advertising operates extensive U.S. highway and roadside digital bulletins at standard bulletin dimensions.
• Clear Channel Outdoor runs large digital bulletins, urban premium boards, and spectaculars across multiple countries.
• OUTFRONT Media focuses on big-city and highway digital billboards, including large urban wallscapes.
• JCDecaux concentrates on street furniture and large urban digital panels, with some spectaculars in select cities.
• Regional leaders include Ocean Outdoor and Global in the UK, Pattison Outdoor Advertising in Canada, and oOh!media in Australia.

Ultra-large landmark spectaculars, such as those in Times Square or Piccadilly Circus, are typically transacted directly with local site owners or specialized partners. These premium sites are rarely available programmatically and require bespoke creative coordination.

Typical dimensions and creative specifications

Billboard sizes fall into three broad categories based on format and placement:

Pixel resolutions depend on LED pitch and physical size. Highway bulletins typically range from roughly 400x140 to 1,200x400 pixels, maintaining a wide rectangular aspect ratio close to 3:1 or 3.5:1. Spectaculars may carry significantly higher resolution and custom configurations.

For creative files, highway bulletins commonly accept JPG or PNG for static images and MP4 (H.264) for motion. Many highway locations restrict full-motion video due to local regulations, so static or limited-animation creative is often required. Standard ad spot duration runs 6 to 10 seconds, within loops of 60 to 120 seconds shared among multiple advertisers. Spectaculars, which are frequently multi-screen or irregularly shaped, require direct collaboration with site owners.

Buying strategy, inventory tiers, and geographic reach

Networks and media owners classify large-format inventory in pricing tiers: standard digital bulletins, premium large-format roadside panels, and digital spectaculars. Spectaculars command the highest CPMs. Programmatic platforms typically offer these as separate inventory packages or Private Marketplace deals, while direct buys reflect the same distinctions in rate cards.

A hybrid approach is common in practice: programmatic buys through Vistar, Place Exchange, or Broadsign for broad reach and flexible targeting, paired with direct purchases from media owners for premium or signature placements.

Geographically, North America has the most extensive programmatic availability for large roadside digital billboards. The UK and Western Europe offer many large-format panels programmatically, though spectaculars remain mostly direct-sale. Coverage in APAC, Latin America, and the Middle East is growing but varies significantly by country. For global campaigns, combining a multiregion DSP with local direct buys is the standard approach.

Programmatic platforms also integrate foot-traffic and brand-lift attribution tools, enabling measurement of campaign effectiveness beyond impression counts.

How AdQuick handles DOOH

Planning a large-format DOOH campaign means navigating dozens of media owners, programmatic platforms, and creative specifications across markets. AdQuick simplifies this by providing a single interface to plan, buy, and measure DOOH advertising across highway bulletins, urban large-format boards, and spectaculars, with access to both programmatic and direct inventory. The platform surfaces creative specifications by placement and supports measurement through attribution tools, reducing the coordination burden across formats and geographies.