Your Guide to Advertising Using Maryland Billboards (and Where to Find Them)

You’ve probably noticed billboards while cruising down I-95 or the Baltimore Beltway—they’re hard to miss! That’s the power of billboards. In this guide, we’ll show you where to find the best Maryland billboard advertising spots and how to use them wisely, so your business gets noticed and your marketing dollars work harder.

• Are Maryland Billboards Effective in the Digital Age

• Where to Find Maryland Billboard Advertising

• Understanding the Cost of a Maryland Billboard

• Billboards vs. Other Advertising: A Cost Comparison

• Integrating Billboards into a Cohesive Marketing Strategy

Are Maryland Billboards Effective in the Digital Age

Before we dive into where to find them, let's talk about why you should even consider them. With so much focus on digital ads, it's easy to think traditional advertising is obsolete. That’s simply not true. Billboards, or out-of-home (OOH) advertising, offer unique benefits.

• High Impact: Billboards are big, bold, and unavoidable. You can't scroll past them, install an ad-blocker, or click "skip." They command attention from a captive audience of drivers and passengers.

  
  

• Geographic Targeting: Need to reach people in a specific area? A billboard is a powerful tool for targeting customers in Annapolis, Frederick, the Eastern Shore, or right in the heart of Baltimore City.

  
  

• Brand Legitimacy: A physical billboard sends a message of stability and success. It shows you’re a serious player in your market, building brand trust and recognition.

  
  

Where to Find Maryland Billboard Advertising

Finding available billboard space in Maryland involves connecting with the companies that own and manage the inventory. There isn't a single "billboard store," so you'll need to reach out to a few key players who operate across the state.

Major Billboard Companies in Maryland

Several national and regional companies dominate the Maryland billboard landscape. Your search should start here:

• Lamar Advertising: One of the largest OOH advertising companies in the country, Lamar has extensive inventory across Maryland, including major highways like I-95, I-495, and US-50. They offer both traditional and digital billboards.

  
  

• OUTFRONT Media: Another major national player, OUTFRONT has a strong presence, particularly in the Baltimore metro area and along key commuter routes. They provide a wide range of formats, from large highway bulletins to smaller posters.

  
  

• Clear Channel Outdoor: With significant coverage in Baltimore and surrounding counties, Clear Channel is a go-to for reaching a large urban and suburban audience. They offer a mix of digital and static options.

  
  

How to Secure a Spot

The process generally looks like this:

1. Identify Target Locations: Think about where your ideal customers live, work, and travel. Do you want to capture the attention of beachgoers heading to Ocean City or professionals commuting to Bethesda?

   
   

2. Contact the Vendors: Reach out to the companies listed above. Their websites have interactive maps and contact forms to get you started. An account executive will help you find available inventory in your desired locations.

   
   

3. Request a Proposal: The vendor will provide a proposal outlining available locations, traffic counts (the number of people who pass the board daily), and pricing.

   
   

As a marketing agency, we often handle this entire process for our clients. We leverage our relationships with vendors to find the best locations and negotiate rates, saving you time and ensuring you get the most value.

Understanding the Cost of a Maryland Billboard

The cost of a billboard can vary dramatically. There's no flat rate. Think of it like real estate—location is everything.

Key Factors Influencing Billboard Costs

• Location: A billboard on I-270 in Montgomery County will cost significantly more than one on a rural road in Western Maryland due to higher traffic volume and audience demographics.

  
  

• Size and Format: Larger bulletins are more expensive than smaller posters. Digital billboards, which display multiple ads in a rotation, have a different pricing structure than static, printed ones.

  
  

• Traffic Volume: The "impressions" or number of views a billboard gets is a primary driver of cost. A location passed by 100,000 cars a day will command a premium price.

  
  

• Contract Length: You'll typically get a better monthly rate by signing a longer-term contract (e.g., 6 or 12 months) compared to a short-term campaign.

  
  

A single billboard in Maryland can range from around $750 per month in a less-trafficked area to over $10,000 per month for a prime spot on a major highway. Don't forget to factor in the one-time cost for design and production (printing and installation), which can add several hundred to a few thousand dollars.

Billboards vs. Other Advertising: A Cost Comparison

So, how does that stack up against other channels? Let's put it in perspective. Imagine you have a $5,000 monthly marketing budget.

• Billboard Advertising: For $5,000, you could potentially secure a high-traffic billboard for a month. This delivers massive, repeated exposure to everyone who drives that route. However, tracking direct conversions (like sales from the ad) is difficult.

  
  

• Pay-Per-Click (PPC) Advertising: That same $5,000 could be used for Google or social media ads. If your cost-per-click is $2.50, you'd get 2,000 clicks to your website. This is highly trackable, but you only reach people who are actively searching or fit a narrow digital profile.

  
  

• Radio Advertising: You could buy a package of radio spots on a local Maryland station. This reaches a broad audience during their commute but lacks a visual component. Like billboards, direct tracking can be challenging.

  
  

The key takeaway is that each channel has its strengths. A billboard excels at brand awareness and geographic dominance, while digital ads are masters of direct response and precise targeting. The best strategies don't choose one; they combine them.

Integrating Billboards into a Cohesive Marketing Strategy

This is where working with a marketing consulting firm really pays off. A billboard shouldn't be a standalone tactic; it should be an integral part of a larger plan.

Amplify Your Message Across Channels

Your billboard should work in harmony with your other marketing efforts.

• Consistent Branding: The visual style and message on your billboard should match your website, social media profiles, and in-store branding. This reinforces brand recognition and builds trust.

  
  

• Drive Digital Action: Use your billboard to push people to your digital properties. A simple, memorable URL or a QR code (ideal for pedestrian-heavy areas) can bridge the gap between offline and online experiences. A call-to-action like "Search [Your Brand Name] in Baltimore" is also effective.

  
  

• Launch Campaigns: A billboard is a perfect anchor for a new product launch or a major promotion. Announce the campaign on the billboard, then follow up with targeted digital ads, email blasts, and social media content to the same geographic area.

  
  

Is a Maryland Billboard Right for Your Business?

Maryland billboard advertising can be a game-changer for boosting brand awareness or announcing something big—but it’s not always the right move for every business. That’s where we come in. Our marketing consulting services help you map out a smart, results-driven strategy first. If billboard advertising aligns with your goals, we’ll handle everything from design to placement, so your message reaches every audience that matters.

Talk to an expert today!