What are typical rates for programmatic DOOH campaigns and how do they compare to traditional OOH placements?

Short answer

Programmatic DOOH is sold on a CPM basis, with self-serve test campaigns starting around $1,500 and managed campaigns from $5,000 to $10,000. Traditional OOH charges flat fees per panel, which often implies a lower cost per thousand but offers less targeting precision and flexibility.

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.

How programmatic DOOH is priced

Programmatic DOOH campaigns are bought on a CPM model, meaning advertisers pay for estimated impressions delivered rather than exclusive ownership of a panel for a fixed period. Impressions are calculated using aggregated mobility and location data, with proof-of-play logs and third-party footfall attribution used to verify delivery.

Entry costs are relatively accessible. Self-serve programmatic platforms allow test campaigns from approximately $1,500 for a 30-day period on select venue types. Managed-service campaigns spanning multiple venues or markets commonly begin around $5,000 to $10,000. Larger mixed-venue campaigns can reach $20,000 to $50,000 for three-month durations.

CPMs vary considerably depending on several factors:

• Market and location tier: Airports, transit hubs, and premium urban malls command higher CPMs than secondary markets or local venues.
• Screen format: Large-format roadside spectaculars and LED facades price higher than smaller interior screens.
• Timing and seasonality: Peak commuter hours, weekends, and holidays increase CPMs due to higher demand. Seasonal spikes of roughly 20 to 40 percent have been observed on flagship inventory.
• Targeting sophistication: More granular targeting by audience type, proximity, or contextual triggers raises cost per impression but can improve relevance and return.
• Buying channel: Open real-time bidding offers broad reach and flexibility, while private marketplace or programmatic guaranteed deals allow negotiated CPMs with less price volatility.

How traditional OOH is priced

Traditional OOH, whether static or direct-bought digital, is typically sold as a flat fee for a specific panel over a set period, commonly two to four weeks. The advertiser controls that panel for the full flight, receiving continuous exposure rather than a share of a rotating loop.

Because the flat fee buys cumulative, always-on reach across the full period, the implied cost per thousand impressions is often lower than programmatic CPMs. The trade-off is that there is little granularity in measurement: reach is reported through panel counts and gross rating points rather than impression-level data.

Traditional OOH also carries longer lead times due to printing and installation requirements, and in-flight changes are minimal once a campaign is live.

A direct cost comparison

Programmatic DOOH CPMs tend to be higher than the implied CPT of static OOH because advertisers are paying for targeted, timed impressions rather than blanket panel ownership. However, that premium buys reduced wasted impressions and the ability to optimize creative, timing, and budget in real time. For many advertisers, programmatic DOOH CPMs are more comparable to online display or connected TV rates than to traditional OOH panel fees, though the environment and measurement bases differ.

Traditional OOH remains more cost-efficient for broad, always-on brand presence where precise audience targeting is less critical. Programmatic DOOH is better suited for campaigns requiring precise timing, audience alignment, or rapid response to external triggers such as weather or events.

Additional costs to factor in

Beyond CPMs, several other cost elements affect the total investment in a programmatic DOOH campaign.

Creative production for DOOH typically involves motion graphics or video rather than printed vinyl, which eliminates physical production and installation costs but may require more sophisticated design work. On the positive side, creative can be updated dynamically without reprinting.

Data and technology fees, including third-party audience data, measurement platforms for footfall attribution, and DSP or SSP fees, may be bundled into CPMs or charged separately depending on the platform and deal structure.

Advertisers seeking a high share of voice on premium inventory, approaching screen domination at key locations, will pay premiums beyond standard CPM rates.

Campaigns can also launch within 24 to 72 hours of asset approval, which is substantially faster than traditional OOH and reduces the cost of lead time in time-sensitive campaigns.

How AdQuick handles programmatic DOOH

AdQuick gives buyers a single platform to plan, activate, and measure programmatic DOOH on AdQuick alongside traditional OOH, making it straightforward to compare CPM-based and flat-fee inventory in one workflow. The platform provides access to screens across venue types and markets, supports audience-based and daypart targeting, and surfaces proof-of-play and attribution reporting so advertisers can evaluate performance against spend without switching tools. Campaigns can be launched quickly, with budgets adjusted in flight as results come in.