Driving through any Rockstar city, the first thing you notice is the advertising. Billboards set the tone for the studio's environments - what they're selling lets you know what kind of city this is. GTA 6's billboards, glimpsed briefly in Trailer 2, suggest that same layer of satire is intact.
Here we catalogue what's visible and what it means. For other map locations, see the map locations hub.
What we've seen so far
Billboards along the coastal interstate. Smaller roadside signs along secondary roads. Ads attached to buildings in Vice City. Passing shots of brand names - some familiar (from Rockstar's usual pool of satirical brands), some apparently new.
Trailer 2 flashes by billboards too quickly to read most of them. The community has taken to freeze-framing in order to read them clearly; we won't repeat those readings here unless we can verify them.
What billboards historically do for the map
Three things. Atmosphere - they help make the world feel like it's filled with a working economy. Satire - GTA's billboard humour is iconic. Progression markers - sometimes the ad campaigns change as you progress through the story.
The billboard catalogue at launch will likely include returning Rockstar brands (Pisswasser, Sprunk, Cluckin' Bell - names you see a lot in GTA V) and Florida-specific newcomers.