September 4, 2025 Buying Billboard Advertising
Stretching from the rugged beauty of Glacier National Park in the north to the open grasslands and legendary vistas of Yellowstone in the south, Montana’s highways and byways offer a visual tapestry few states can rival. For businesses and organizations aiming to reach both locals and the surge of tourists each year, outdoor advertising isn’t just another marketing line item: it’s a front-row seat on the road to attention and action. Unlike crowded urban markets, Montana’s billboardadvertising landscape is shaped by the rhythms of long-haul traffic, wide-open spaces, and the steady movement along major interstates like I‑90 and I‑94.
Let’s look in depth at what it takes—from budget planning to campaign monitoring—to rent billboard advertising in Montana, what you might expect in terms of visibility and costs across the state’s main markets, and how to make sure your dollars work for you.
Deciding whether a billboard advertising makes sense for your campaign starts with understanding the numbers. Costs span a wide range, driven by size, format, and location. Generally, Montana billboard advertising rentals fall into these categories for a standard 4-week campaign:
| Format | Typical Cost Range (4 weeks) |
|---|---|
| Large Static Bulletins | $1,210 – $3,500+ |
| Large Digital Billboard Advertising | $1,500 – $3,500+ |
| Medium Static Posters | $850 – $1,350 |
| Medium Digital Posters | $1,300 – $1,800 |
| Small Posters | $323 – $999 |
Some prime digital locations on major interstates may extend up to $5,000 for a single cycle, but the vast majority of options remain well below that top end.
Apart from the raw rent, factor in:
Montana’s smaller towns and highways mean rates are generally lower than in metropolitan markets. Still, the state’s unique geography—few boards, stretched over hundreds of miles where everyone must pass—means that prime locations can be fiercely competitive.
Despite Montana’s sprawling landscape, almost all billboard advertising activity clusters around its main cities and traffic corridors. Here’s how prices—plus value per impression—stack up in key Montana markets:
As Montana’s largest city, Billings is the pulse of statewide outdoor advertising. With the convergence of I-90 and I-94 near the city, traffic counts are the highest in the state.
Format-specific prices in Billings:
If stretching your ad budget for broad exposure is essential, Billings delivers high impressions at a top-tier CPM value.
Nestled at the gateway to Glacier National Park, Kalispell’s boards can reach both locals and the seasonal influx of tourists.
With higher seasonal demand, especially in summer, Kalispell’s rates reflect its growing popularity.
Montana’s capital city has a mix of local traffic and government activity.
Billboard positions in Helena vary widely, with both highly affordable smaller boards and select premium urban spots.
These rates represent broad ranges; actual negotiated prices will depend on timing and board availability.
For quick reference, the following table presents core market rates:
| Market / Format | Cost (4-Week Period) | Notes/Impressions & CPM |
|---|---|---|
| Statewide Posters (small) | ~$323 – $999 | Rural/urban; lower reach |
| Statewide Static Bulletins | $1,210 – $3,500 | Highway/interstate; high impact |
| Statewide Digital Billboards | $1,500 – $3,500 | Higher CPM; real-time updates |
| Billings Average | ~$825/month | CPM ~$1.28; 161K weekly views |
| Kalispell Average | ~$1,330 | CPM ~$4.91; 271K monthly |
| Helena Average | ~$665 | Low $250; CPM ~$5.4; 162K views |
| Great Falls Bulletin | From ~$1,000 | Main highways |
| Great Falls Posters | $1,200 – $3,000 | Downtown, arterial routes |
| Great Falls Digital Poster | ~$1,300 | LED, city access |
While actual numbers may vary, planning within these ranges covers most scenarios.
Behind every rate is a combination of tangible and intangible factors:
Cost is determined not only by what you see on the price sheet, but also by how competitive your request is in that moment. Early booking—2–3 months ahead—is often the key to securing the exact locations you want.
Modern billboard advertising in Montana doesn’t just meet drivers’ eyes; it creates measurable results. If accountability matters to your campaign, there’s a growing suite of tools:
These methods connect the dots from highway exposure to real-world business outcomes, allowing you to refine strategy and justify your investment.
Billboards in Montana offer competitive impressions and CPMs compared to national averages, particularly considering less market saturation and lower ad clutter. Here’s a snapshot:
| City | 4-Week Impressions | Typical 4-Week Cost | Implied CPM |
|---|---|---|---|
| Billings | 640,000 – 800,000 | ~$825 | ~$1.28 |
| Kalispell | ~270,000 | ~$1,330 | ~$4.91 |
| Helena | ~162,000 | ~$665 | ~$5.42 |
| Great Falls | ~438,000 | ~$631 – $1,000 | ~$1.44–$2.15 |
| National Average | Variable | $1,500+ | ~$3–$6 |
A CPM of under $5 means Montana’s billboards can outperform other local media, including many digital, radio, and print options, especially for brand campaigns needing broad awareness.
Aligning your campaign to Montana’s unique environment means more than finding any open billboard advertising. Consider the rhythms of local traffic, tourist surges, and community culture when picking your locations and timing. Establish measurement benchmarks and hold your providers accountable using modern reporting options. Whether your aim is to plug a restaurant in Billings, highlight summer resort activities in Kalispell, or promote a new business across multiple towns, Montana’s highways remain a cost-efficient and memorable platform for making powerful connections.
Data-driven planning, pragmatic investment in production, and consistent reporting turn a static sign into a dynamic, business-building asset—one perfectly at home against the Big Sky.
From Billings’ I-90 corridors to Bozeman’s commuter routes and Missoula’s busy highways, Montana billboard advertising deliver nonstop exposure. Connect with Justin at [email protected] to explore rental costs and plan campaigns that keep your brand top of mind.