There is no distinction of this type in English that I am aware of. A billboard is a billboard, no matter whether it is on a highway or a city street. It's a large advertising sign. However for the specific situation given as an example in your text, I find "building wraps," also known as "ads on buildings." I notice that your source text http://azgraphic.ru/upper-menu/outdoor-advertizing/banners/ does not give a picture at the top, under БАННЕРЫ, for биллборд. I'm guessing they made up this distinction.




For amusement: http://www.boredpanda.com/creative-ads-on-buildings/

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Note added at 1 hr (2016-05-31 11:56:55 GMT)
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Actually, I see that I have reversed the terms, since one would presumably translate биллборд as billboard! But this is the only way it makes sense to me.

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Note added at 4 hrs (2016-05-31 14:31:15 GMT)
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Upon further reflection: An ad that covers the whole side of a building (see my links) would not be called a "billboard" in English. So, odd though it may seem, I think you have to translate "биллборд" as "building wrap" and "трассовый модуль" as "billboard," since that would match the description that your text gives.