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Wallscapes are vivid advertisements that are either painted on or mounted directly to the outside surfaces of buildings. They typically boast stunning landmark sites in significant metropolitan areas. Wallscapes are created for long-term use and offer good exposure in important downtown metropolitan areas. Consider wallscapes as a hybrid of an extravaganza and a billboard. They get more attention than a typical billboard and frequently feature extras that make them stand out in an urban setting. What was once an idea to allow talented graffiti artists a means to “brighten up” some old buildings,

The ideal approach to stand out in a crowded place is using wallscapes. They serve as a springboard for significant, ground-breaking campaigns and offer an opportunity for advertisers to flex their creative muscles.

Is it appropriate to promote your next record release or new product launch with a wallscape? Find out more about the benefits of this sort of advertising, how it differs from conventional billboards, and examples of how other astute marketers have used it in the past.

How Do Wallscapes Work?

Advertisements that are painted or mounted to walls are called wallscapes. They are the biggest form of outdoor advertising that you can find, frequently being larger than a regular billboard. A wallscape can be any size or format because every wall is unique in shape. Some wallscapes also incorporate the surroundings, such as artwork that spills onto a sidewalk or parking spaces in a garage or underneath the wall.

Planning is key when creating wallscapes. The creative requires strong vision and technical proficiency. Due to the intricate nature of the creative and the desire of advertisers to make an impact for as long as possible, wallscapes frequently remain in place for longer periods of time than typical billboards.

What Distinguishes a Billboard from a Wallscape?

Size and structural variations are the key ones. Wallscapes are much larger and can be seen for a very long time. They frequently appear in metropolitan areas on walls. In both urban and rural locations, you can find billboards as isolated constructions by the side of the road. These are also visible from a great distance, but not quite as far as with a wallscape.

How Do Wallscapes Get Made?

Wallscapes come in three primary varieties: vinyl, handpainted, and computerised. The term “digital” needs no further explanation; the graphics are posted similarly to a digital billboard.

The design is printed on the vinyl for a vinyl wallscape that is extended around the side of the building. Grommets or vinyl with adhesive on the back can be used to attach the creative to the structure.

Additionally, wallscapes might be handpainted on the structure by artists. People passing by may become interested in what is being done, turning this production into its own attraction.

Additionally, you can include effects to entice viewers to the wallscape, like:

  • 3D additions
  • LED displays
  • The neon tube
  • Incandescent lights or strobes

The Benefits of a Wallscape

Many of our clients inquire about this, unsure of whether they ought to spend money on a billboard or wallscape. Both offer exceptional advantages. Choose a wallscape for the following reasons:

  • Outstanding creativity: As opportunities for intricacy and impact increase with scale, a full tale may be played out and more imagery can be detailed.
  • Few competitors: A lot of wallscapes are located in places where outdoor advertising is typically prohibited. Your corner may be dominated by your wallscape.
  • Big impact: Your eye-catching advertisement can draw attention from passersby as well as the media, as TV stations enjoy airing quick segments on creative new advertising concepts. This can expose the wallscape to a wider audience than just commuters and pedestrians.
  • Social media value: On social media, people adore sharing pictures of beautiful wallscapes. Images created by artists have the potential to become popular instances of brilliant fusions of the commercial and artistic worlds.
  • Exceptional reach and frequency: Because wallscapes are ubiquitous, you can target by demography and reach a big audience. They hold the gaze.

Where Are Wallscapes Found?

Any huge building’s side may exhibit wallscapes. Typical sites are:

  • Locations of construction
  • Condos and apartments
  • Parking structures

Wallscapes are frequently found in places with few other billboards. For instance, downtown retail areas contain several surrounding buildings that are ideal locations for wallscapes but few billboards.

Do Wallscapes Only Exist in Urban Areas?

In most cases, yes. You won’t find many of them in rural locations because, by definition, the wallscape must appear on a large building.

What Is the Price of a Wallscape?

Wallscapes are large and bold, and their pricing reflects this. For four weeks, wallscapes in Los Angeles and New York City cost at least $10,000, and the most expensive ones can cost $50,000 or more according to Printing New York.

What Elements Affect the Price of Wallscape?

The cost of a wallscape campaign can vary greatly based on several factors, including the size of the wallscape, the location, the duration of the campaign, and the level of design and production involved. On average, a wallscape can cost anywhere from a few thousand dollars to tens of thousands of dollars or more, depending on the specifics of the project.

Jake Barty, from Wild Posters, a OOH printing and marketing agency in New York, says that many factors may impact the cost of a wallscape campaign, such as:

  • Size of the wallscape: Larger wallscapes will generally cost more than smaller ones.
  • Location: Wallscapes in high-traffic areas or high-visibility locations will generally cost more than those in less visible areas.
  • Duration of the campaign: Longer campaigns will generally cost more than shorter ones.
  • Design and production: The cost of designing and producing the wallscape, including printing and installation, can also significantly impact the overall cost.

It’s best to consult with a specialist or a wallscape advertising company to get a more accurate estimate for your specific campaign.

Into The Future & Digital Wallscapes

Traditional wallscapes continue to be the most popular types of large advertising like this; however digital billboards, also known as digital wallscapes are starting to appear more commonly, now that the price of LED screens has dropped significantly.

Digital offers wallscapes new possibilities. To give the display an interactive element, they can have special effects and vary at different times.

DOOH advertising, is constantly evolving and the tech to showcase it is improving rapidly. Here are some of the latest innovations and new ideas for digital wallscapes:

  1. Interactive wallscapes: Interactive wallscapes allow viewers to interact with the ad through touch, gesture, or other means, creating a more engaging and memorable experience.
  2. Dynamic content: Dynamic content allows for real-time updates and changes to the content displayed on the wallscape, making it possible to respond to current events or target different audiences throughout the day.
  3. Augmented reality: Augmented reality (AR) technology can be used to enhance wallscapes, allowing viewers to experience virtual elements in the real world.
  4. Programmatic buying: Programmatic buying enables advertisers to purchase and display ads on digital wallscapes in a highly targeted and automated manner, using data and algorithms to reach the right audience at the right time.
  5. Artificial intelligence: Artificial intelligence (AI) can be used to optimize the performance of wallscapes, using data to improve targeting, personalization, and optimization in real-time.


What is a wallscape?

A wallscape is a large-scale advertising display that is mounted on the side of a building or wall. It is a type of out-of-home (OOH) advertising that is designed to reach a large audience and create high visibility for a brand or product. Wallscapes are usually located in high-traffic areas, such as busy streets, shopping centers, and sporting venues, and can range in size from several thousand square feet to several hundred thousand square feet.

What are the dimensions of a typical wallscape?

The dimensions of a wallscape can vary greatly, depending on the location and the intended audience. However, most wallscapes are between 30 to 50 feet in height and up to 100 to 150 feet in length. Some wallscapes can be much larger and cover multiple levels of a building, making them even more eye-catching. The size of the wallscape will also depend on the local zoning laws and advertising regulations, which can limit the maximum size and height of wallscapes in certain areas.

What materials are used for wallscapes?

Wallscapes are typically made from durable and weather-resistant materials, such as vinyl or mesh. Vinyl wallscapes are printed with high-quality graphics and are often backlit, making them highly visible and eye-catching, even at night. Mesh wallscapes are made from a lightweight and flexible material that allows air to flow through it, making them ideal for use in areas with high winds or extreme weather conditions. Both vinyl and mesh wallscapes are designed to last for several years, even when exposed to the elements.

How long does a wallscape last?

The lifespan of a wallscape can vary depending on the material used, the conditions it is exposed to, and the level of maintenance it receives. Vinyl wallscapes can last up to 2 to 3 years, while mesh wallscapes can last up to 5 years. Regular maintenance, such as cleaning and repair of any damage, can help to extend the life of a wallscape and ensure that it continues to look its best.

How do I install a wallscape?

Installing a wallscape is a complex process that should be carried out by professional installation companies. They will first assess the building or wall where the wallscape will be mounted, to ensure that it is suitable and safe to install. They will then use a combination of brackets, poles, and cables to securely attach the wallscape to the building. It is important to use professional installers, as improper installation can result in damage to the wallscape and the building, as well as potential safety hazards for the public.

Can wallscapes be illuminated?

Yes, wallscapes can be illuminated using lights or backlighting.

Are there any regulations for wallscapes?

Yes, there are regulations for wallscapes or large scale outdoor advertising displays, which vary by location. In the United States, these regulations are typically set by city or state governments and may include restrictions on size, placement, illumination, and content. For example, some cities may only allow wallscapes in specific zoning districts or require a permit to be obtained before installation. It’s recommended to check the specific regulations in your area.

Patrick Warren

Patrick is a staff writer at Wild OOH. He's interested in marketing, UX, data-analytics and technology.

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