The invention discloses a power generation billboard which can be lifted and lowered. The billboard comprises a storage battery base, a fixing tube, a rotating tube and a lifting tube. The fixing tubeis installed on the ground, the rotating tube is inserted and rotated in the fixing tube, the lifting tube is inserted and vertically slidably arranged in the rotating tube, the inner side wall of the fixing tube is provided with a plurality of evenly distributed closed coils, the center of the bottom surface of the rotating tube is fixed to a central rotating shaft, the upper and lower ends of the central rotating shaft are respectively provided with a positive magnet and a negative magnet, a pair of advertising plates are arranged on both sides of the lifting tube, and the advertising plates are provided with retractable and rotatable solar panels. The billboard has the advantages that the billboard can not only use solar energy to generate electricity and store electric energy during the day, but also use wind for rotating power generation when the wind is present at night, can provide a large amount of electric energy for surrounding infrastructures, be easy to lift, easily adjustthe height, can adapt to changes in surrounding buildings, do not affect the view sight of the billboard, and be high in flexibility.