When most people picture a billboard, they imagine a giant printed sign that stays the same for months. That’s a static billboard, and it still has its place. But digital billboard advertising has changed what’s possible, especially for small and medium-sized businesses.
Here’s how the two compare and how to decide which one fits your goals.
What is a static billboard?
A static billboard is a printed vinyl or paper ad mounted on a structure. Your business has the space to itself for the length of the contract, often several months.
Pros: one advertiser on the face; consistent message over a long period.
Cons: printing and installation costs; longer commitments; changing your message means printing a new ad; usually priced for larger budgets.
What is a digital billboard?
A digital billboard is a large LED screen that shows a rotation of ads from several advertisers. Each ad appears for a few seconds, then the next one plays, and the loop repeats all day. This is also called digital out-of-home, or DOOH, advertising.
Pros: no printing costs; creative can be updated quickly; shorter, more flexible campaigns; bright, eye-catching display day and night; lower entry price because you share the screen.
Cons: you share screen time with other advertisers; your ad needs to make its point in a few seconds.
Side-by-side comparison
| Digital billboard | Static billboard | |
| Printing / install fees | None | Yes, for each new design |
| Changing your message | Upload new artwork | Print and install a new ad |
| Campaign length | Flexible, often shorter | Usually longer contracts |
| Visibility at night | Lit, high-contrast LED | Depends on lighting |
| Timely messaging | Easy: sales, events, seasons | Difficult |
| Entry cost | Lower, since screen time is shared | Higher |
Why digital billboard advertising suits small and medium businesses
- You can afford a premium location. Because you’re buying a share of the screen, a busy Calgary location becomes realistic for a local business budget.
- You can stay relevant. Run a patio-season message in June, a Stampede promotion in July and a holiday offer in December, all on the same campaign.
- You can test and improve. Try two headlines or offers and see which drives more calls or visits. With print, every test costs a new install.
- It’s built for busy roads. A bright digital screen catches the eye in heavy traffic, and at stop points like a train crossing, drivers often see your ad more than once.
Which should you choose?
Choose static if you have a larger budget, want one message for a long period and need the face to yourself.
Choose digital if you want flexibility, a lower entry cost, timely or seasonal messages, or you’re advertising on billboards for the first time.
For most Calgary small businesses, digital billboard advertising offers the best balance of reach, flexibility and value.
See digital billboards in action
JAM Billboards operates double-sided digital billboards on 26th Ave SE near Stampede Park and at 52nd St & 72nd Ave SE in Foothills Industrial. Both are built for local businesses that want to be seen by Calgarians every day.
Curious what digital billboard advertising could do for your business? Get in touch with JAM Billboards for availability and pricing.