Calculator · Indicative programmatic estimate
Programmatic DOOH Cost Estimator
Estimate media cost, impressions and cost per play for programmatic DOOH campaigns using real ad-unit inventory by market and venue category.
No inventory data has been imported yet. Run the inventory import to enable the estimator.
Where do you want to advertise?
Search for a country, city, metro area (DMA), state or ZIP code. Add as many as you like — leave it as “Everywhere” to price every market in the inventory.
- Everywhere
What kind of places?optional
Screens in a gym reach a different crowd — at a different price — than screens at a fuel pump. Pick one or more, or skip this to include every kind of venue.
Every kind of venue is included.
How big is the campaign?
Screens rotate between advertisers. This is roughly how often yours comes round, during a typical 16-hour day.
More options
How these calculations work
Every ad unit in the inventory carries two numbers: a rate per 1,000 impressions, and a precise multiplier for the impressions one play on that screen is modeled to deliver. The estimator prices each matching screen on its own two numbers and then aggregates, rather than multiplying an average rate by an average audience — those two methods disagree whenever price and audience move together, which in this inventory they do.
1. Cost of one play
Rate per 1,000 impressions × modeled impressions per play ÷ 1,000. A screen priced at $12 per 1,000 delivering 1.5 impressions per play costs $0.018 each time your ad shows.
2. Campaign totals
Screens × days × plays per screen per day gives the scheduled plays, and plays can come from a share of voice instead: operating hours × 3,600 ÷ spot length × share. Duration genuinely changes the answer.
3. The mix and the range
Each market and venue category is priced against its own benchmark and then summed. Low, typical and high are the 25th, 50th and 75th percentiles — not the cheapest and dearest screens in the market.
Methodology and limits. Benchmarks are precomputed per DMA, city, state, ZIP code and OpenOOH venue category from the imported ad-unit export, and only published where the sample is large enough to mean something. Where it is not, the estimator falls back to a broader market and says which one. The four-week impressions field supplied with each ad unit is retained as an inventory metric; it is not used in place of the per-play multiplier. This is a planning estimate derived from current inventory pricing, not a guarantee of auction clearing price, availability or final advertiser cost.
Market and format context
The estimator prices programmatic digital inventory. For rate cards, classic formats and market-specific buying notes, these guides go further.
Frequently Asked
- Is this a live price?
- No. Digital out-of-home space is bought at auction, and these figures are derived from current inventory pricing rather than from a live auction. Clearing prices, platform and data fees, availability and demand can all push the real cost higher. Use it to size a budget, then request availability for a firm quote.
- What does 'price per play' mean?
- One play is one showing of your creative on one screen. Each ad unit has a rate per 1,000 impressions and a modeled number of impressions delivered per play, so the cost of a single play is that rate multiplied by impressions per play and divided by 1,000.
- Why does the range change when I pick a venue category?
- Rates and audience per play differ sharply by venue. A screen at a fuel pump, a screen in a doctor's waiting room and a screen in a shopping mall reach different numbers of people and are priced differently, so filtering to a category narrows the estimate to comparable inventory.
- Why did my city fall back to a DMA or national figure?
- Because too few screens matched the exact city and category you chose to make a meaningful benchmark. Rather than presenting a two-screen sample as a city rate, the estimator climbs to the next broadest market that has enough inventory and tells you which level answered.
- Where do 100 plays per screen per day come from?
- It is an editable example, not an industry standard. Actual play frequency depends on the venue's loop length, its operating hours and the share of voice you buy. Change it to whatever your media owner or DSP quotes and the estimate updates.
- Are creative and production costs included?
- Only if you switch the allowance on, and then they appear as separate line items rather than being folded into the media cost or the CPM. No printing or installation is added: this prices digital programmatic inventory, where there is nothing to print or hang.