NYC Billboard Advertising Specifications
Complete specifications for large-format billboard advertising on NYC highways, bridges, and high-traffic corridors.
Overview
NYC billboard advertising delivers mass reach to drivers and passengers on major highways, bridges, and arterial roads. With strategic placements on routes like the FDR Drive, West Side Highway, and approaches to bridges and tunnels, billboards provide sustained brand exposure to hundreds of thousands of daily commuters.
Billboard Formats
Standard Bulletin
Dimensions: 14' H x 48' W
Format: Horizontal
Resolution: 30-50 DPI (large format)
File Type: PDF, AI, or layered PSD
Color Mode: CMYK
Bleed: 6" on all sides
Viewing Distance: 200-500 feet
Digital Billboard
Dimensions: 1920 x 1080 pixels (16:9)
Format: Static image or 10-15 sec video
File Type: JPEG, PNG, or MP4
Rotation: 8-10 second display per rotation
Color Mode: RGB (digital display)
File Size: Under 10MB
Poster Panel
Dimensions: 12' H x 24' W
Format: Horizontal
Resolution: 30-50 DPI
File Type: PDF or AI
Color Mode: CMYK
Ideal For: Secondary roads and local traffic
Spectacular/Wallscape
Dimensions: Custom (50'+ height)
Format: Large-scale building wraps
Locations: Times Square, major intersections
Production: Custom fabrication required
Investment: $50,000-$500,000+/month
Design Requirements
The 5-Second Rule
Drivers have 5-7 seconds to read your billboard at highway speeds. Use no more than 7 words total. Focus on one clear message with large, bold typography.
Typography
- • Minimum font size: 100pt+ for body copy, 200pt+ for headlines
- • Use ultra-bold, high-contrast fonts (avoid thin or script fonts)
- • ALL CAPS can improve readability at distance
- • Avoid complex layouts—keep it simple and direct
Color & Imagery
- • Use high-contrast color combinations (dark text on light background or vice versa)
- • Avoid gradients and subtle color variations—they don't read at distance
- • Large, simple imagery works best (avoid small details)
- • Test designs at thumbnail size—if you can't read it small, it won't work large
Content Guidelines
- • One message only—don't try to say everything
- • Include memorable domain or phone number (avoid long URLs)
- • Brand logo should be prominent but not dominate the design
- • Avoid phone numbers drivers can't safely write down—use memorable domains
Timeline & Investment
Typical Timeline
Booking: 4-8 weeks lead time
Production: 10-14 business days
Installation: 3-7 days (weather-dependent)
Campaign Duration: 4 weeks minimum
Digital: Can launch in 1-2 weeks
Estimated Investment
Standard Bulletin: $5,000-$15,000/month
Digital Billboard: $3,000-$10,000/month
Poster Panel: $2,000-$5,000/month
Production Costs: $2,000-$8,000 per design
Premium locations (Times Square, major bridges) significantly higher
Best Practices for Restaurants
Target Commuter Routes
Place billboards on highways and bridges leading into your neighborhood. Example: A Brooklyn restaurant should target the Brooklyn-Queens Expressway or approaches to the Brooklyn Bridge.
Use Exit Numbers
Include the nearest exit number: "Exit 23 - Best Pizza in Brooklyn" or "Next Exit - Famous Burgers." Make it easy for hungry drivers to find you.
Keep It Simple
Example: "BEST TACOS IN NYC | TacosNYC.com | Exit 12" — that's it. Don't add menu items, hours, or multiple locations. One message, one action.
Build Brand Recognition
Billboards are best for brand awareness, not direct response. Focus on memorable branding that drivers will recall later when deciding where to eat.