OOH & DOOH Advertising in Massachusetts Boston to small-town Massachusetts. One plan.
PlaceBased Media plans, places and verifies place-based and DOOH advertising across Massachusetts: clinics, pharmacies, gas stations, grocery stores, schools, campuses and more, in big metros and small towns alike.
- 500,000+ locations
- AAM-audited delivery
- English, Spanish + 15 more languages
- Fully managed
Massachusetts is home to 7.2 million people (Census, July 2025), from Boston, Worcester and Springfield to its smallest towns.
The population is up 1.7% since 2020, slower than the nation as a whole (Census V2025 estimates). Its largest metro areas are Boston-Cambridge-Newton, MA-NH, Worcester, MA and Providence-Warwick, RI-MA (Census V2025 metro estimates), and 8.7% of residents lived in rural areas at the 2020 Census (Census 2020).
Place-based media meets Massachusetts residents where they already are: at the pump, in line at the pharmacy, in the clinic waiting room, on campus and at the grocery store. Every venue type in our network is available across Massachusetts, and one managed plan covers creative specs, placement, photo proof and AAM-audited reporting.
Massachusetts by the numbers.
The latest public data for Massachusetts, next to the U.S. figure. Every row links to its source.
| Metric | Massachusetts | U.S. | Source |
|---|---|---|---|
| Population (July 1, 2025) | 7,154,084 | 341,784,857 | Census V2025 estimates |
| Change since April 2020 | +1.7% | +3.1% | Census V2025 estimates |
| Median age | 40.1 | 39.2 | ACS 2024, B01002 |
| Under 18 | 19.0% | 21.4% | ACS 2024, B01001 |
| 65 and older | 18.7% | 18.0% | ACS 2024, B01001 |
| Hispanic or Latino | 14.0% | 20.0% | ACS 2024, B03002 |
| Black (non-Hispanic) | 6.3% | 11.7% | ACS 2024, B03002 |
| Asian (non-Hispanic) | 7.6% | 6.2% | ACS 2024, B03002 |
| American Indian / Alaska Native (alone or in combination) | 1.2% | 2.7% | ACS 2024, B02010 |
| Speak a language other than English at home (age 5+) | 25.8% | 23.0% | ACS 2024, C16001 |
| Median household income | $104,828 | $81,604 | ACS 2024, B19013 |
| Below poverty level | 9.7% | 12.1% | ACS 2024, B17001 |
| No health insurance | 2.8% | 8.2% | ACS 2024, B27010 |
| Rural population (2020 Census) | 8.7% | 19.9% | Census 2020 urban/rural |
| Medicaid & CHIP enrollment (June 2026) | 1,525,312 | 73,167,389 | CMS, preliminary |
Percentages from the American Community Survey are 2024 1-year estimates and carry margins of error. Medicaid & CHIP counts are CMS preliminary figures for June 2026. U.S. ACS comparisons use the national rows of the same tables (data.census.gov).
Where Massachusetts lives.
The largest Census metro and micro areas touching Massachusetts, ranked by residents in the state (Census V2025 metro estimates). 2 of these metro areas cross state lines, so the same plan can extend into neighboring states without a separate buy.
Massachusetts portion: 4,575,101
Massachusetts portion: 593,640
Populations are July 1, 2025 Census estimates for Core Based Statistical Areas (not Nielsen DMAs). Coverage is not limited to these markets: placements run statewide, including rural counties.
Who you reach in Massachusetts.
Age
Median age is 40.1 (U.S. Census Bureau, 2024 ACS 1-year); 19.0% of residents are under 18 and 18.7% are 65 or older (U.S. Census Bureau, 2024 ACS 1-year).
Race & ethnicity
Massachusetts is 65.0% non-Hispanic white, 14.0% Hispanic or Latino, 7.6% non-Hispanic Asian, 6.3% non-Hispanic Black (U.S. Census Bureau, 2024 ACS 1-year).
Languages at home
25.8% of residents age 5+ speak a language other than English at home. The most common are Spanish (9.9%), other Indo-European languages (6.4%) and Chinese (2.3%) (U.S. Census Bureau, 2024 ACS 1-year). Our network runs creative in English, Spanish and 15+ more languages.
Income & coverage
Median household income is $104,828, above the U.S. median of $81,604 (U.S. Census Bureau, 2024 ACS 1-year). 9.7% of residents live below the poverty level (U.S. Census Bureau, 2024 ACS 1-year) and 2.8% are uninsured (U.S. Census Bureau, 2024 ACS 1-year).
Major universities
- University of Massachusetts-Amherst (Amherst): 23,671 undergraduates
- Boston University (Boston): 18,248 undergraduates
- Northeastern University (Boston): 17,326 undergraduates
- University of Massachusetts-Boston (Boston): 11,512 undergraduates
Largest bachelor's-granting campuses by undergraduate enrollment, online-first schools excluded (College Scorecard, Oct 2026 release).
Tribal nations
2 federally recognized tribal governments are headquartered in Massachusetts, including Mashpee Wampanoag Tribe; Wampanoag Tribe of Gay Head (Aquinnah) (BIA Tribal Leaders Directory).
Every venue type, statewide.
All venue types in our network are available across Massachusetts: 500,000+ locations in 300+ U.S. markets, with AAM-audited delivery and photo proof of every placement.
Public health use cases for Massachusetts.
Where Massachusetts's public data points, and the venues that fit. Health departments, nonprofits and agencies use these plans.
Overdose prevention & naloxone
In 2024, Massachusetts recorded 1,590 drug overdose deaths, a rate of 21.8 per 100,000 and the 25th-lowest of the 50 states and DC (CDC NCHS, 2024). Naloxone, fentanyl-awareness and treatment-locator messages fit gas stations, bars, pharmacies and restrooms.
See the naloxone case study →Older adults & Medicare
18.7% of Massachusetts residents are 65 or older (U.S. Census Bureau, 2024 ACS 1-year). Pharmacies, clinics and grocery stores reach them during routine errands.
Aging population →Spanish-language outreach
9.9% of Massachusetts residents age 5+ speak Spanish at home (U.S. Census Bureau, 2024 ACS 1-year). In-language creative runs in grocery stores, laundromats, community centers and clinics.
Hispanic audiences →988 & crisis-line awareness
Massachusetts's 2024 suicide rate was 8.3 per 100,000, the 4th-lowest of the 50 states and DC (CDC NCHS, 2024). 988 messages work in colleges, community centers, barbershops and clinic waiting rooms.
See the 988 case study →Massachusetts questions, answered.
01Can you run place-based advertising statewide in Massachusetts?
Yes. Every venue type in our network is available across Massachusetts, from Boston, Worcester, Springfield and Barnstable Town to small towns and rural counties. We plan, place and verify the whole buy, across 500,000+ locations in 300+ U.S. markets.
02Which Massachusetts markets can a campaign target?
Any of them. The largest Census metro areas in Massachusetts are Boston-Cambridge-Newton, MA-NH, Worcester, MA, Providence-Warwick, RI-MA (Census V2025 metro estimates). Plans can be statewide, metro-only or down to specific ZIP codes and neighborhoods.
03Can Massachusetts campaigns run in Spanish or other languages?
Yes. 25.8% of Massachusetts residents age 5+ speak a language other than English at home, including Spanish (U.S. Census Bureau, 2024 ACS 1-year). We run creative in English, Spanish and 15+ more languages network-wide.
04Do you reach tribal communities in Massachusetts?
Yes. 2 federally recognized tribal governments are headquartered in Massachusetts (BIA Tribal Leaders Directory). We place media in tribal community centers, IHS locations and reservation venues, planned with tribal partners.
05Can one plan cover Massachusetts and neighboring states?
Yes. Many buys run across state lines, for example Massachusetts with New York, Vermont, New Hampshire, Rhode Island and Connecticut. One plan, one invoice and one proof-of-performance report cover every state.
06How do I know my Massachusetts ads actually ran?
Every placement is documented with photo proof, and delivery is audited by the Alliance for Audited Media (AAM). You get a post-campaign report by venue and market.
Plan beyond Massachusetts.
Plan your Massachusetts campaign.
Tell us the audience, the markets and the dates. We'll send a Massachusetts media plan with venues, reach and pricing.