Billboard #29 is a billboard location in Need for Speed: Payback.
As a collectible billboard, it has to be driven through to be collected.
Billboard[]
Location[]
Billboard #29 can be found in Silver Canyon. It can be collected by driving off of a metal ramp directly connected to the asphalt road behind it.
Objective[]
The player has to drive their vehicle through a billboard, in order to collect it.
Billboards that haven't been collected will advertise a fictional breakfast cereal called SMASH, while collected billboards will advertise the same cereal, but with its box knocked over and a 'collected' stamp impression across it.
Reward[]
Smashing through a billboard will reward the player with 
6,000 and 
30,000. Owning the High Roller Pack will add an extra 5% bank and reputation reward to each smashed billboard.
Collecting all 30 will unlock the "Does Not Obey" award.