The Best Deal in Advertising? Why Bulletins Dominate the 2025 CPM Race
Budgets Are Tight, But Bulletins Are Booming
Ad budgets are shrinking. Attribution is more complex than ever. And digital platforms are drowning in noise and inflated pricing. Yet, one channel is standing tall above the rest—literally.
According to the latest June 2025 Select Media & Entertainment Activity Report from Media Monthly, bulletins in the out-of-home (OOH) category deliver the lowest cost per thousand impressions (CPM) among all advertising channels, ranging from $3 to $10. That makes them the most cost-efficient large-scale advertising format in the game right now.
Quick Note: What Is CPM, Exactly?
CPM stands for Cost Per Mille, or Cost Per Thousand Impressions. It’s one of the most common ways to measure the efficiency of advertising. A $10 CPM means you’re paying $10 every time 1,000 people see your ad. Lower CPMs mean you’re reaching more people for less money, which is precisely why bulletins are getting so much attention in 2025.
How Bulletins Compare in 2025's Ad Economy
What’s a Bulletin?
Bulletins are large-format static billboards, typically 14’ x 48’, located along highways, major arterial roads, and urban expressways. These are the big, bold placements you can’t ignore—even at 70 mph.
They're not digital. They don’t rotate the creative every 8 seconds. But they dominate the visual landscape and provide longer dwell times, especially in commuter-heavy regions.
The CPM Breakdown (Page 7, Media Monthly Report)
The Media Monthly report compared CPMs across a wide range of formats—from digital video to influencer campaigns. Here's a snapshot of what you’re paying for 1,000 impressions across some major channels:
- Bulletins (OOH): $3–$10
- Digital Place-Based Media: $7
- Podcasts: $13
- Digital Display: $18
- Streaming Video: $23
- Influencer Marketing: $54
- Broadcast TV (Primetime): $54
Takeaway: Bulletins give you more eyes for fewer dollars—especially when digital video is 7x more expensive.
Why Bulletins Win in 2025
1. Cost-Efficiency at Scale
When every impression costs money, bulletins deliver unmatched value. A $10 CPM might not seem flashy—until you compare it to a $54 CPM influencer campaign that reaches the same audience once, for six seconds, between sponsored makeup tutorials.
Let’s break that down:
- $10 CPM on a bulletin = $10 for 1,000 real-world impressions
- $50 CPM on a video = $50 for 1,000 interrupted views—maybe
In real-world budget terms, you could buy 5x the reach with billboards for the same media spend.
2. Real Attention Beats Scroll Speed
Online, people scroll past ads without even realizing they were served. Bulletins? They get seen.
People spend an average of 30–60 minutes commuting each day. 80% of billboard viewers say they look at outdoor ads some or all of the time while driving (OAAA). They’re seen repeatedly—every single workday by the same group of commuters.
Repetition builds memory. Memory builds brands.
3. No Click? No Problem.
Let’s be honest: digital ads are mostly evaluated by clicks and conversions. But in 2025, Google’s AI Overviews, zero-click SERPs, and privacy restrictions have gutted traffic and tracking for many websites.
Bulletins don’t rely on cookies, attribution pixels, or JavaScript tags. They build real-world mental availability that shows up later as:
- Direct traffic
- Branded search
- In-store foot traffic
- Assisted conversions
The ROI may not be click-based, but it’s very real.
4. OOH Is Immune to Digital Disruption
The digital ecosystem is in constant flux:
- AI-generated summaries are stealing website traffic
- Third-party cookies are being phased out
- Ad blockers are everywhere
- Social platforms are more expensive and less targeted
OOH bulletins are none of those things. They're stable. They're always visible. And they don't disappear with a software update.
5. Strategic Location = Strategic Impressions
Bulletins are placed in high-traffic, high-density zones: think freeways, commercial corridors, and city entrances.
This means:
- Guaranteed impressions from commuters, business travelers, and locals
- No fake traffic, bots, or inflated view metrics
- 100% brand-safe environments
Who’s Using Bulletins in 2025—and Why
Verticals Returning to OOH
According to both Media Monthly and Nielsen’s 2025 Annual Marketing Report, marketers in healthcare, automotive, and travel are returning to traditional media. Bulletins provide the trusted visibility those industries crave.
Why it works:
- Pharma can comply with regulations and still reach patients in-market
- Auto brands can showcase large visuals with instant recall
- Travel benefits from highway-based placement targeting road trip audiences
Local Businesses Are Leaning In
Even small and midsize businesses are investing more in bulletins. Why?
- They’re location-based, great for driving local awareness
- They deliver a sense of credibility that social ads can’t match
- They support direct search behavior, especially on mobile
Think about a plumber, dentist, or real estate agent advertising on a bulletin—that’s a trust signal, not just a pitch.
National Brands Use Bulletins as Anchors
Major advertisers are using bulletins as part of their media orchestration strategy. A campaign might include:
- Bulletins along major interstates
- Mobile retargeting via geofencing
- Streaming video ads to reinforce the visual
- Branded search campaigns to catch the follow-up
Bulletins serve as the top-of-funnel attention driver, powering everything else downstream.
Real Talk: Are Bulletins Undervalued?
Perception Doesn’t Match Performance
Many marketers still think of billboards as old-school. But the data tells a different story.
Nielsen’s 2025 report showed that OOH delivers better-than-expected ROI when paired with digital.
Bulletins, in particular, were outperforming expectations in terms of brand recall, ad retention, and even cross-channel conversions.
Bulletins Aren’t Just Static Anymore
Modern bulletins come with:
- QR codes to trigger mobile actions
- Call tracking overlays to measure phone leads
- Near-field geofencing for mobile retargeting
- Creative automation through platforms like AdQuick and Blip
You can now track billboard performance better than ever before.
They Hold Their Value Over Time
Digital ads are fleeting. A bulletin may stay up for 4 to 12 weeks, depending on the campaign.
That means:
- More chances for your message to sink in
- Repeat exposure without extra cost
- Longer-term brand equity
It’s the opposite of campaign decay.
Strategic Tips for 2025 Billboard Campaigns
1. Focus on Frequency
Bulletins are most effective when viewed multiple times by the same audience. Consider placing them along commuter corridors or near big-box retail areas where your audience goes daily.
2. Use Bulletins to Prime Other Channels
Think of your bulletin as the first impression. Follow up with:
- Mobile ads
- Search campaigns
- Social retargeting
This creates a multi-touch experience that outperforms siloed efforts.
3. Prove ROI with Measurement Partners
Work with vendors who can provide:
- Brand lift studies
- Location-based traffic analysis
- Call tracking and QR scan metrics
- Branded search trend analysis
Use those numbers to justify spending and get ahead of internal budget reviews.
Final Thoughts
OOH bulletins aren’t just a relic of old media—they’re the most cost-effective, high-impact advertising tool available in 2025.
With a CPM as low as $3 and no reliance on cookies, pixels, or programmatic fraud, they offer what marketers are desperate for: efficiency, attention, and trust.
When the goal is to reach without waste—and visibility without volatility—bulletins are the most brilliant buy on the board.
Sources
- Media Monthly – June 2025 CPM Comparison Report (PDF)
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