Wallscapes: The Hidden Gem of Billboard Advertising Returns By Frank Rolfe

If you were to ask which type of billboard offers the highest return on investment in today's market, the answer would be clear: wallscapes. These unique billboards combine massive visibility and prime locations with minimal structural costs—a winning formula for high returns.

A Legacy Rooted in Simplicity

Wallscapes were among the first types of billboards ever created, for a straightforward reason: back in the early days, there simply weren't the materials or technology to build standalone structures. Early advertisers turned to what was available—the sides of buildings. These early signs were little more than wallpaper affixed to brick or wood, applied by "bill posters." This practice, which began in the 1800s, became a common sight in early American cities, from the 1800s through the 1920s.

High-Value Locations, High Rents

Wallscapes command some of the highest advertising rents in the country due to their ideal locations. Picture Hollywood Boulevard, where certain wallscapes rent for over $100,000 per month, catering to studios promoting films and actors during awards season. In major urban markets like New York City, Chicago, and Los Angeles, many of the priciest billboards are wallscapes. Their massive size and ability to occupy prime spaces—where no other billboard structures could fit—make them incredibly valuable.

Efficient Use of Existing Structures

One of the biggest costs of a billboard is the structure required to keep it upright and withstand wind pressure. Wallscapes, on the other hand, benefit from using an existing building's wall for support. The cost of building a structure to hold up an advertisement as large as a typical wallscape could easily exceed $300,000 in 2024. By "piggybacking" on a building's sturdy framework, wallscapes sidestep this massive expense, making them a cost-effective solution.

No Limits on Size

Wallscapes are among the largest billboard advertisements in the world, often reaching sizes like 60' x 120'—ten times larger than typical billboards. Unlike standalone signs, wallscapes aren't limited by concerns about wind load or structural stability; their size is only constrained by the dimensions of the building they occupy. These immense advertisements can even be visible from airplanes, providing a sensational, lasting impression that advertisers love.

Regulation Loopholes

A common question is whether wallscapes must follow the same size regulations as traditional billboards. Interestingly, there are a couple of exceptions that wallscape owners often exploit. First, many states do not impose size or spacing requirements if a billboard is located more than 660 feet from the highway right-of-way. Given the scale of most wallscapes, this setback is manageable. Second, some cities actively waive these requirements, seeing wallscapes as a way to enhance otherwise bland, unattractive urban areas.

The Vinyl Revolution

The true turning point for wallscape profitability came with the invention of printing on vinyl. Before vinyl, wallscapes had to be hand-painted, a process that could cost up to $60,000 for a single ad. Today, printing and installing a vinyl wallscape might only cost $7,000. This technological advancement made wallscapes far more affordable and, in many cases, possible for the first time—especially when vinyl covers windows but still allows visibility from the inside.

Conclusion

Wallscapes are highly profitable, yet often overlooked in billboard portfolios. When you’re scouting for opportunities in the billboard business, don’t underestimate the potential of wallscapes. They frequently emerge as the hidden stars in an investor's lineup, delivering outstanding returns with less upfront cost.

By Frank Rolfe

Frank Rolfe started his billboard company off of his coffee table, immediately after graduating from college. Although he had no formal training on the industry, he learned as he went, and developed his own unique systems to accomplish things, such as renting advertising space. Frank was formerly the largest private owner of billboards in Dallas/Ft. Worth, as well as a major player in the Los Angeles market.