Are Hoardings and Billboards the Same?
While both hoardings and billboards serve the same purpose—outdoor advertising—their terminology and usage vary by region. In India, the term “hoarding” is widely used, while “billboard” is more common globally, especially in the US and Europe. The global out-of-home (OOH) advertising market was valued at over $38 billion in 2023, with billboards and hoardings contributing to over 60% of total revenues, reflecting their sustained relevance in media plans.
What Is a Billboard?
A billboard is a large-scale outdoor advertising structure typically found in high-traffic areas such as highways, urban streets, and near shopping centers. In the US, there are over 350,000 active billboards, with the digital billboard segment growing at over 12% annually. Their size, visibility, and location make them ideal for brand awareness campaigns.
What Is a Hoarding?
Hoarding advertising refers to the large printed or digital display ads commonly seen in Indian cities—on buildings, above shops, and at traffic junctions. India has more than 500,000 registered hoarding sites across metro and Tier 2 cities, with hoarding advertising contributing to over 40% of India’s ₹4,500 crore OOH industry as of 2024.
Hoarding vs Billboard: Key Differences
Though hoardings and billboards are often used interchangeably, they differ in regional usage, structure, and standardization. In India, “hoarding” refers to large outdoor advertising displays commonly found on roadsides, rooftops, or building walls. Internationally, especially in the US and Europe, “billboard” is the preferred term and typically follows fixed size formats like 14×48 or 10×30 feet. Hoardings, in contrast, vary widely in size and design depending on municipal permissions and space availability, giving advertisers more flexibility but less consistency.
Another key distinction lies in technology and regulation. Billboards—especially in Western markets—have seen a rapid shift toward digital formats, with programmable displays and real-time content updates. In India, while digital hoardings are emerging in metros, static flex or vinyl formats still dominate. Regulatory control over billboards is more centralized in the West, whereas hoarding policies in India vary by city, leading to differences in visibility, placement, and compliance requirements.
When to Choose a Hoarding Over a Billboard (and Vice Versa)
Brands should choose hoardings when targeting urban Indian markets, especially for local product launches, political campaigns, or retail store openings. They offer high visibility in pedestrian-heavy areas.
In contrast, billboards are better for national or international campaigns—ideal for FMCG, auto, and tech brands looking for broad reach across highways and commercial zones.
Campaigns that used hoardings in India, especially in festive periods or during elections, have shown 20–30% uplift in local brand recall. Meanwhile, billboard campaigns in the US have delivered impressions in the millions per week, depending on location and size.
Hoarding & Billboard Advertising Costs: A Brief Comparison
- Hoardings in India can cost anywhere from ₹20,000 to ₹5,00,000 per month based on location, size, and footfall. Metro cities like Mumbai and Delhi command the highest prices.
- Billboards in the US typically cost $1,500 to $30,000 per month, with Times Square billboards costing upwards of $50,000 per day due to premium exposure.
On average, cost per thousand impressions (CPM) for hoardings in India is between ₹2 to ₹10, while for billboards in the US it is $2 to $8, depending on format and location.
Case Examples
Billboard Example: VIVO’s 3D Billboard at CyberHub, Gurugram
The Vivos 3D billboard in DLF Cyber Hub, Gurugram, showcased a 3D LED billboard for the Vivo X80 Series. This innovative outdoor advertising (DOOH) display, claimed to be India’s first 3D LED billboard, aimed to create a captivating experience for viewers. The billboard used 3D animation and technology to create a visually immersive experience, potentially making it a stand-out ad in the busy area.
Hoarding Example: Oppo’s city-level hoarding domination in Indian metro cities
Oppo regularly dominates hoarding spaces during new smartphone launches. In 2023, the brand booked over 3,000+ hoarding spots across Tier 1 and Tier 2 cities during Diwali, resulting in a 27% uplift in unaided recall in post-campaign studies.
Are There Legal or Technical Differences?
Yes. In India, hoarding approvals are governed by municipal corporations, which mandate size limits, content approvals, and environmental clearances. For example, Mumbai BMC limits hoarding size to 40×20 ft in non-premium zones.
Internationally, billboards fall under bodies like the Federal Highway Administration (FHWA) in the US, which regulates placement distances from roads, digital brightness, and safety compliance.
Technical differences also emerge in display technology—with billboards often equipped with sensors, real-time data integrations, or motion detectors in global markets, while most Indian hoardings remain static or backlit.
Future of Hoardings and Billboards in 2025
In India, hoardings have been a part of advertising for many years. During the 1970s and 1980s, most hoardings were hand-painted by artists and were used mainly for promoting movies or political leaders. In the 1990s, printed vinyl and flex banners took over. These made hoardings look sharper, more colorful, and easier to produce. By the early 2000s, backlit hoardings became common. These hoardings looked brighter at night and could be seen from a distance. Slowly, cities like Mumbai, Delhi, and Bangalore started using more of these modern hoardings. What once began as hand-drawn posters turned into professional advertising tools placed on rooftops, at junctions, and near shopping areas.
Today, hoardings are becoming much smarter and more interactive. Some billboards now show 3D visuals that make the picture look like it is jumping out. Zomato recently created a 3D billboard in Bengaluru that made people stop and take photos. Netflix also puts up large glowing hoardings in Mumbai and Delhi to promote its shows. Some car companies have used hoardings that play engine sounds or release steam when someone walks nearby. Many brands are using digital hoardings that change messages depending on the time of day or how much traffic there is. So in the morning you might see a different ad than what you see at night. Outdoor media agencies are now using technology that allows these changes to happen automatically.
By 2025, hoardings and billboards in India will do much more than just display a static image. They will respond to things like weather, temperature, and the number of people nearby. For example, if it is very hot, a hoarding might show an ad for a cold drink. Some hoardings will even use mobile technology or augmented reality to let people scan them with their phones and interact with the ad. These new formats are designed to surprise people and make them stop and take notice. As people get used to skipping ads online and ignoring traditional banners, brands are making hoardings more fun and engaging. Outdoor ads in India are not just getting bigger, they are becoming smarter and more exciting to watch.
Conclusion: Both Are Big, Bold, and Effective—If Used Right
Hoardings and billboards may go by different names or formats depending on where you are, but at their core, both serve the same powerful purpose: grabbing attention in the physical world. Whether you’re a global brand looking for digital billboard dominance in Times Square, or a regional business aiming to cover every key junction in Mumbai with hoardings, the real success lies in strategic planning and execution. With rising competition for attention, especially in urban spaces, choosing between a hoarding and a billboard is less about semantics and more about matching the format to your audience, location, and campaign goals. When used thoughtfully, both can be bold, memorable, and incredibly effective advertising tools in 2025 and beyond.
FAQs
Is hoarding the same as a billboard?
They serve similar advertising functions, but the terminology differs—”hoarding” is used in India, while “billboard” is more global.
Why is it called hoarding in India?
The term originated from colonial English, where “hoarding” referred to temporary fencing or display panels used to block construction sites or display advertisements.
Are hoardings cheaper than billboards?
In general, yes. Hoardings in India tend to be more cost-effective than international billboard placements, especially in top-tier global cities.
Can billboards be used in rural areas?
Yes, though they’re less common. In India, rural hoardings are often wall-painted or pole-mounted. Globally, highway billboards reach semi-urban and rural regions for broad visibility.
