The first thing you notice driving through any Rockstar city is the advertising. Billboards are how the studio establishes tone - what's being sold tells you what kind of place this is. GTA 6's billboards, visible briefly in Trailer 2, suggest the same satirical layer is intact.
We catalogue what's visible here and what it implies. For the wider map locations, see the map locations hub.
What we've seen so far
Highway billboards along the coastal interstate. Smaller signage along secondary roads. Building-mounted ad faces in Vice City. Brief glimpses of brand names - some of which read as Rockstar's standard satirical brand pool, some of which appear new.
Trailer 2 doesn't dwell on billboards long enough to read most of them clearly. The community has been freeze-framing for legible content; we don't repeat unverified readings here.
What billboards historically do for the map
Three things. First, atmosphere - they make the world feel populated by an economy. Second, satire - GTA's billboard humour is a signature. Third, progression markers - ad campaigns sometimes change as the player progresses through the story.
The billboard catalogue at launch will probably include both returning Rockstar brands (like Pisswasser, Sprunk, Cluckin' Bell - GTA V staples) and Florida-specific newcomers.