Missoula DOOH · Higgins Avenue · the M Trail · I-90 · July 2026
Western Montana's hub near 78,000 in a metro near 128,000, from Higgins Avenue and the Clark Fork to Reserve Street, the university beneath the M and the I-90 corridor, bookable by the hour, priced per play, matched to how Missoula actually moves.
Missoula billboard and DOOH (digital out-of-home) costs span from a few cents per play on urban panels to premium Reserve Street Corridor, University of Montana / Hip Strip and landmark networks. On Blindspot, Missoula screens are booked by the hour and priced per play, entry plays start around $0.24, with no contracts or minimums.
The smart Missoula play isn't one screen for a month. It's the right screens at the right hours: the arteries at commute peak, the malls through the afternoon, the nightlife and tourist cores after dark.
Billboard ranking points
Scored by Blindspot's location intelligence on visibility, dwell time, and footfall (directional, 1–10). Every one is bookable by the hour on the platform.
Reserve Street is Missoula's heaviest corridor, running the big-box, dining and commuter flow the length of the valley's west side.
Higgins Avenue and the Clark Fork riverfront at Caras Park carry the dining, brewery, market and festival crowd at the heart of the Garden City.
Interstate 90 runs the valley's north edge, the through artery between Spokane and Billings and the gateway for every visitor driving in.
The University of Montana beneath Mount Sentinel and the Hip Strip across the bridge carry the student flow all term and huge Griz crowds on football Saturdays.
Brooks Street runs the southwest retail flow past Southgate Mall, the daily connector between midtown and the valley's growing south side.
North Reserve Street and the airport road catch arrivals from Missoula Montana Airport and the big-box flow at the I-90 interchange.
The media estate · operator partners
Blindspot puts digital out-of-home (DOOH) and classic out-of-home from Missoula's media owners, Lamar Advertising, YESCO Outdoor Media, Clear Channel Outdoor among them, onto one map, bookable by the hour. Below: real partner screens across the city's prime zones.
Imagery from media-owner/operator partners. Locations indicative; live availability and per-screen pricing show in the platform.
Formats
From a highway bulletin to a single mall screen, Blindspot puts Missoula's digital out-of-home and classic OOH formats on one map, each priced per play and bookable by the hour. The formats that matter here:
Large-format LED on highways, bridges and boulevards, motion, dayparting and dynamic triggers.
Pedestrian-scale panels and citylights in high-footfall retail and downtown corridors.
Highway and arterial bulletins built for commuter frequency on the busiest routes.
High-intent shoppers from midday to evening across the city's retail destinations.
Mountain Line buses, zero-fare across Missoula, and the Downtown Transfer Center plus stations and place-based screens with captive dwell.
Landmark and spectacular placements for brand statements in the city's signature locations.
Location insights
Missoula sits in a mountain valley where five river valleys meet, and the white M on Mount Sentinel watches it all. Reserve Street carries the heaviest daily traffic past the big-box strips, downtown pulls the dining, brewery and market crowd to Higgins Avenue and the Clark Fork riverfront at Caras Park, and the University of Montana fills the south bank in term time, surging on Griz game Saturdays. Brooks Street runs the retail flow to Southgate, and I-90 skirts the valley's north edge. Buy the Reserve Street drive-time and the Higgins evening peak.
Downtown / Higgins Avenue and the main arteries surge 7:30–10 AM and 5–8 PM. Book exactly those hours and your frequency climbs for the same budget.
University of Montana / Hip Strip and the city's malls hold heavy footfall from noon to evening, long windows where dwell and shopping intent, not rush, do the work.
Reserve Street Corridor shifts from daytime to social and tourism after dark. Different audience, same screens, swap the creative, not the location.
Location intelligence summary
Missoula doesn't have one rush hour; it has rotating audiences sharing the same streets. The only buying model that matches that is hourly: pay for the windows when your audience owns the city, skip the ones when it doesn't.
| Objective | Book these zones | Best hours |
|---|---|---|
| Brand launch | Reserve Street Corridor + Downtown / Higgins Avenue | 6–11 PM |
| Commuter frequency | I-90 Corridor, Downtown / Higgins Avenue | 7:30–10 AM · 5–8 PM |
| Retail foot traffic | University of Montana / Hip Strip, Reserve Street Corridor | 12–8 PM |
| B2B / decision-makers | Brooks Street / Southgate, Downtown / Higgins Avenue | Weekdays 9 AM–6 PM |
| Tourism & events | Reserve Street Corridor, North Reserve / Airport Gateway | 10 AM–8 PM |
A month-long 24/7 rotation pays for 3 AM plays nobody sees. Hourly booking concentrates the same budget into Missoula’s proven peak windows, and typically saves 30%+ versus a flat four-week flight.
Morning commuters read in 2 seconds; evening crowds dwell for minutes. Run different creative by hour on the same screens, even trigger swaps on weather or live data.
Every play is logged. Blindspot campaigns report verified plays and attribution, measured against control groups, not estimated reach.
Cite this
Pricing · updated June 2026
Per-play prices, not CPM mysteries. Live per-screen pricing and real-time availability are on every card in the platform; the ranges below reflect typical Blindspot pricing as of June 2026.
| Format | Price per play | Typical presence | Why it works |
|---|---|---|---|
| Roadside & interstate digital | from ~$0.24 per play | $100 buys hourly bursts on I-90 and Reserve Street | drive-time and visitor reach |
| Downtown & Higgins spectacular | from ~$0.36 per play | the riverfront dining core | evening and market-day dwell |
| Reserve Street retail digital | from ~$0.38 per play | the valley's dominant shopping strip | daily retail drive-time crowd |
| University district digital | from ~$0.30 per play | the campus and Hip Strip blocks | students and Griz game crowds |
| Mountain Line transit screens | from ~$0.24 per play | the zero-fare routes and downtown hub | walk-up riders across the city |
No minimums · no contracts · pay per verified play · hourly scheduling per screen
Four things move the price on any Missoula screen: the format (pricing runs higher on mountain Line transit screens than on roadside & interstate digital), the zone (Reserve Street Corridor carries the highest footfall premium), the daypart (peak commute and evening hours price above the overnight lull), and how far in advance you book, since the busiest zones and formats sell out first.
What a campaign costs
Because you pay per play and schedule by the hour, your budget buys the exposure you actually need, not filler plays, so it works as hard on a big campaign as on a small one, with no minimum. Here's what budgets realistically buy. Live numbers per screen are in the platform.
Commute test
A week of morning and evening bursts on Reserve Street and I-90.
Multi-zone Missoula push
Downtown, Reserve Street and the university district running together across peak dayparts.
Griz-season flagship
Full corridor and downtown saturation timed to football Saturdays and the summer festival run.
FAQ
No. Blindspot books time on screens that are already installed and permitted by their media-owner operators, Lamar Advertising, YESCO Outdoor Media, Clear Channel Outdoor among them, so you're leasing airtime on an existing structure, not erecting a new one.
Specs vary by screen: orientation, resolution and file format differ from one panel to the next. Every screen shows its exact requirements in the platform before you upload, so there's no separate spec sheet to track down before you book.
Yes, on Blindspot every Missoula screen is bookable by the hour with no minimum contract, so you can buy only the commute peaks, shopping afternoons, or evening windows that match your audience.
Blindspot aggregates digital out-of-home inventory across Missoula onto one map, roadside and boulevard screens, transit, mall and place-based panels, bookable per play. The wider OOH supply is run by operators such as Lamar Advertising, YESCO Outdoor Media, Clear Channel Outdoor.
Often within hours: upload, pass creative pre-check, and digital screens need no printing or installation. Content approval typically averages around two business days across networks.
A multi-day hourly presence on a high-traffic Downtown / Higgins Avenue corridor, a concentrated burst across the busiest transit and retail screens at peak hours, or thousands of plays on central urban panels.
No. Blindspot has no minimums, retainers or platform fees; you can run a focused hourly burst on a single screen or a full multi-zone Missoula campaign.
How to book
No sales calls, no contracts, self-serve from the map to live creative.
01
Open the map, filter Missoula by zone and format, and select the exact screens and the exact hours your audience is out.
02
Every screen shows its price per play and real-time availability before you commit. Build the plan; the running total is always visible.
03
Upload creative, pass pre-check, and go live, often within hours. Track verified plays and attribution as the campaign runs.
Keep exploring
The Garden City. Your hour.
Pick the screens, pick the hours, see the price per play, live in hours.
