Large roadside structure
Lamar: typically major highways
Format guide · Roadside
Billboards: the largest U.S. OOH revenue category
Billboards represented 71.1% of 2025 U.S. OOH revenue, but the category contains structures with different scale, placement and delivery mechanics.
Smaller roadside structure
Lamar: traffic arteries and city streets
Rotating electronic display
Spot and loop terms matter
Verified record
What the sources support.
Claims below reproduce the scope of the page contract. Derived items show their calculation.
- verified
OAAA reported 2025 U.S. OOH format revenue of $6,723.5 million for billboards, $1,683.2 million for transit, $491.7 million for street furniture, and $557.9 million for place-based media.
- verified
Those 2025 format totals correspond to shares of 71.1% billboards, 17.8% transit, 5.2% street furniture, and 5.9% place-based media.
- verified
Lamar describes bulletins as large structures on major highways and posters as smaller structures on traffic arteries and city streets.
01 / Analysis
What belongs in the category
The cited company filing distinguishes large bulletins from smaller posters. Physical size, road context and local rules can differ; a category label alone does not define a specific unit.
02 / Analysis
Revenue versus inventory
The 71.1% figure is a revenue share, not a share of display count or audience. It should not be used to infer how many billboard faces are available.
03 / Analysis
Measurement questions
For any billboard plan, ask which travel directions, visibility conditions, time periods and audience models contribute to the reported impressions.
Source desk
Sources for this page
- OAAAApril 20262025 OAAA MegaBrands (opens in a new tab) ↗
Used for: 2025 U.S. OOH revenue totals and shares by billboard, transit, street furniture and place-based formats.
- U.S. Securities and Exchange CommissionFiled 2026Lamar Advertising Company 2025 Form 10-K (opens in a new tab) ↗
Used for: 2025 company and billboard revenue, display footprint and digital billboard disclosures.