How do different programmatic DOOH campaign pricing models compare?

Short answer

Programmatic DOOH campaigns can be priced by impression (CPM), completed video view (CPCV), fixed time block (CPT), flat package fee, or real-time auction (dynamic bidding). The right model depends on your campaign objective, available audience measurement, and tolerance for price variability.

What programmatic DOOH actually clears at

EV charging screens have no transacted marketplace volume to report. Roughly a third of DOOH spend on the AdQuick marketplace transacts programmatically.

Source: AdQuick marketplace programmatic transactions (completed plans), July 2025 to June 2026. CPMs are delivered-impression CPMs computed from delivered ad plays, not full-loop traffic, and are not directly comparable to advertiser-share CPMs on directly booked digital inventory.

The five pricing models and how they work

CPM (Cost Per Mille) charges per 1,000 estimated impressions. Because DOOH screens cannot track individual clicks, impressions are modeled from footfall analytics, sensor data, or mobile location tracking. CPM aligns with standard digital advertising metrics, making it useful for omnichannel planning, but the modeled nature of the data introduces transparency questions that vary by market.

CPCV (Cost Per Completed View) charges only when a full ad, usually video, plays while an audience is present. Presence is estimated through sensors or computer vision. Advertisers pay for attention rather than mere proximity, which improves cost efficiency for video, but this model requires sophisticated measurement infrastructure that is not universally available. Definitions of a "completed view" also differ across providers.

CPT (Cost Per Time) charges a fixed rate for a block of screen time, such as an hour or a day. It is the most straightforward model and delivers predictable share-of-voice, but it does not account for audience fluctuations. A premium rush-hour slot may over-deliver; a midday slot on a quiet street may under-deliver, and the price is the same either way.

Flat rate sets a fixed fee for a predefined package of screens, locations, and time periods regardless of impressions or viewership. Budget certainty is the primary advantage. The trade-off is that the model has no direct link to audience delivery, making it difficult to benchmark against other digital channels.

Dynamic bidding (RTB) uses auction mechanics, first-price or second-price, to set prices in real or near-real time based on targeting criteria such as audience demographics, time of day, weather, or live events. It offers the highest efficiency potential and allows context-triggered creative, but prices can be volatile in competitive markets and the model requires demand-side platform access and active campaign management.

Comparing the models across key dimensions

Choosing and combining models

No single model fits every campaign, and advertisers often layer them. A common approach is using flat rate or CPT to secure base coverage on high-value screens, then adding CPM or dynamic bidding to reach incremental, audience-targeted impressions elsewhere.

A few practical considerations guide the choice:

Measurement quality matters most. CPM, CPCV, and dynamic bidding all depend on reliable audience data to deliver ROI visibility. In markets where that infrastructure is thin, CPT and flat rate remain dominant because they require no audience estimates to justify the buy.

Objective alignment. CPM and CPT suit brand awareness goals where reach and presence are the KPIs. CPCV and dynamic bidding align better with engagement or performance objectives where attention and context justify a premium.

Creative requirements differ. Dynamic bidding and CPM benefit from adaptable creatives that respond to context (weather, events, time of day). CPT and flat rate support consistent brand messaging. CPCV specifically demands high-quality video built to hold viewer attention through full playback.

Operational readiness. CPM and dynamic bidding require DSP access, audience data feeds, and active optimization. Teams without that infrastructure will find CPT or flat rate easier to execute correctly.

How AdQuick handles programmatic DOOH pricing

programmatic DOOH on AdQuick gives buyers access to inventory across pricing structures, including impression-based and auction-based buys, through a single planning interface. The platform connects to audience measurement data to support CPM planning and provides the reporting layer needed to evaluate performance across models. Buyers can mix approaches within a single campaign, securing guaranteed screen time where it matters while using data-driven bids to extend reach efficiently, without managing separate vendor relationships for each pricing type.