AdQuick aggregates DFW's 14,000+ digital screens -- I-35E/W, I-635 LBJ, the Tollway, DFW and DAL airports, Uptown, Klyde Warren Park, AT&T Stadium, and place-based networks -- into one plan-buy-measure platform. CPMs $4 programmatic to $28+ on Uptown; from $1,500 to six-figure State Fair and Cowboys takeovers.
Campaigns activate from $1,500 on programmatic DSPs up into seven-figure Cowboys and State Fair of Texas takeovers. DFW is the fifth-largest US DMA and the largest DOOH market in Texas.
DOOH Advertising in Dallas-Fort Worth
DOOH advertising in Dallas–Fort Worth covers 18,000+ digital screens across the full DFW metroplex — from Downtown Dallas LEDs and the Dallas North Tollway to the Fort Worth Stockyards and Sundance Square, plus DFW International and Love Field airports, AT&T Stadium (Cowboys), American Airlines Center (Mavericks/Stars), Globe Life Field (Rangers), Texas Motor Speedway, and the Arlington entertainment district. DFW delivers 91%+ weekly reach of adults 18+ through the freeway digital bulletin network alone. CPMs range from $5 on programmatic open exchange to $32+ on Downtown Dallas and Uptown premium LEDs.
Most DFW DOOH plans blend five inventory layers.
Main Street, Commerce, McKinney Ave, Klyde Warren Park, Arts District LEDs.
Downtown Fort Worth, Sundance Square, Stockyards — often under-planned.
I-35E, I-35W, I-30, I-20, I-635 (LBJ), US-75, Dallas North Tollway, PGBT.
DFW International, Love Field, AT&T Stadium, AAC, Globe Life Field, Texas Motor Speedway, Choctaw Stadium.
Offices, gyms, restaurants, NorthPark Center, Galleria Dallas, Legacy West, The Shops at Clearfork.
DFW is the fifth-largest US DMA and the largest DOOH market in Texas, with event seasonality unmatched anywhere in the South.
DFW CPMs sit below NYC and LA but above most secondary markets. The table below reflects AdQuick marketplace rates and industry benchmarks for Q2 2026.
| Venue Category | Typical DFW CPM | Monthly SOV Range | Best For |
|---|---|---|---|
| Downtown Dallas / Uptown / Arts District LEDs | $18–$32+ | $10K–$45K | Retail, luxury, flagship awareness |
| Klyde Warren Park / Victory Park | $14–$26 | $7K–$25K | Entertainment, F&B, AAC adjacency |
| Fort Worth Downtown / Sundance Square | $12–$22 | $6K–$22K | Downtown Fort Worth, culture, dining |
| Stockyards National Historic District | $10–$20 | $4K–$16K | Tourism, Western heritage, hospitality |
| DFW International airport screens | $22–$45 | $12K–$55K | Travel, B2B, international, premium consumer |
| Love Field (DAL) airport screens | $18–$32 | $8K–$25K | Southwest Airlines traveler base, domestic |
| I-35E / I-35W / I-30 / I-20 digital bulletins | $6–$14 | $4K–$15K per unit | Reach, commuter frequency |
| I-635 (LBJ) / US-75 / Dallas North Tollway | $8–$16 | $5K–$18K per unit | Premium commuter, affluent reach |
| AT&T Stadium / Globe Life / Choctaw event-adjacent | $12–$24 | $4K–$18K | Sports, entertainment, tickets |
| American Airlines Center / Victory Park adjacent | $12–$24 | $4K–$18K | Mavs, Stars, concerts |
| Legacy West / Plano / Frisco corridor | $10–$20 | $4K–$15K | B2B, affluent suburban, corporate HQs |
| NorthPark Center / Galleria / Clearfork | $10–$20 | $4K–$12K | Retail, shopper marketing |
| Place-based (gyms, offices, restaurants) | $8–$18 | $2.5K–$9K | Endemic verticals |
| Retail media in-store screens | $8–$25 | Varies | Shopper marketing, CPG |
| DART rail / transit digital | $5–$12 | $2K–$7K | Commuter, urban reach |
| Programmatic open exchange (blended) | $5–$13 | N/A (impression-based) | Always-on, mid-funnel |
Four pricing models apply; always clarify which is being quoted:
Standard for programmatic and most place-based.
Monthly flat rate for X% of the loop on a given screen or cluster.
Some networks price per insertion.
PG deals on Vistar, Place Exchange, VIOOH.
DFW's activated DOOH clusters span both Dallas and Fort Worth, the Arlington Entertainment District, dual airport hubs, and a dense freeway/tollway network stretching across the metroplex.
The single most important DFW-specific planning decision is how to allocate across Dallas and Fort Worth. A rough allocation framework, by objective:
Typical allocation skews to Dallas for awareness, with Fort Worth focused on Downtown/Sundance Square, Cultural District, and Stockyards.
Heavy weighting to Arlington Entertainment District and Fort Worth side; a 50/50 split or even Fort Worth–heavy is usually correct when event-adjacency drives the campaign.
Heavy weighting to Downtown Dallas, Legacy West, Las Colinas; light Fort Worth except AllianceTexas corridor. Fortune 500 HQs concentrate in Plano and Irving.
Balanced — NorthPark / Galleria / Legacy West in Dallas, Clearfork / Alliance Town Center in Fort Worth.
Both Oak Cliff (Dallas) and Northside / Hispanic-majority Fort Worth neighborhoods deliver. Allocate bilingual creative across both.
AdQuick's DFW planning surface lets buyers model all of this — including inventory-level specificity — without running two separate plans.
DFW programmatic DOOH is among the most developed in the country, with all major DSPs maintaining strong footprints across both Dallas and Fort Worth inventory.
Full-stack DOOH DSP with access to every major DFW media owner and every programmatic SSP — direct and programmatic in one seat.
Leading pDOOH DSP with deep DFW inventory.
Broadsign's programmatic DSP.
JCDecaux's global pDOOH platform; strong on DFW airport and street furniture.
Multi-channel DSP with DOOH integrations.
OpenPath DOOH inventory path.
Omnichannel DSP with DOOH supply.
DOOH platform.
Broadsign's supply-side platform.
OUTFRONT's SSP.
JCDecaux's SSP, strong on DFW airport and street furniture.
Sell-side supply for pDOOH networks.
Strong on place-based, office, and corporate HQ corridors.
| Deal Type | How It Works | DFW Use Case |
|---|---|---|
| Open exchange | Auction-based, any buyer wins | Budget-efficient always-on; suburban freeway + place-based |
| Private marketplace (PMP) | Invite-only auction, curated | Category exclusivity, brand-safe |
| Programmatic guaranteed (PG) | Fixed price, reserved impressions | Downtown, DFW airport, AT&T Stadium adjacency reserved at scale |
DFW DOOH measurement combines Geopath visibility-adjusted impressions with third-party attribution — including B2B attribution against the metro's dense corporate HQ corridors.
Geopath is the OAAA-backed standard; every major DFW media owner reports Geopath visibility-adjusted impressions.
Core DFW DOOH KPIs: visibility-adjusted impressions, weekly reach (91%+ attainable across the freeway digital bulletin network), CPM/eCPM, foot traffic lift to destination retail, stadium, or corporate corridor, share of voice within a sub-market (Dallas vs. Fort Worth vs. Arlington).
DFW DOOH foot traffic lift studies typically show 7–16% lift to exposed venues in a 30-day window.
DFW creative specs follow industry standards but layer on TxDOT freeway regulations, Spanish-language variants for Hispanic corridors, and sports-score DCO opportunities across the Cowboys/Rangers/Mavs/Stars calendar.
The DFW DOOH market is served by national giants, DFW/Love Field airport operators, a Fort Worth regional operator, office/lobby networks, and place-based and cinema inventory.
Extensive DFW freeway digital bulletin network; claims strong adults 18+ weekly reach across DFW.
Downtown Dallas, Uptown, freeway digital bulletins, DART transit.
DFW International airport inventory, select street furniture.
Meaningful DFW freeway and arterial coverage, strong across Fort Worth, Arlington, suburban.
Love Field and select DFW terminal inventory.
Fort Worth–based regional operator.
Street furniture, urban kiosks.
Office elevator and lobby screens across Downtown Dallas, Uptown, Legacy West, Las Colinas.
Fuel station DOOH across DFW.
Rideshare and taxi toppers.
Bar, restaurant, gym place-based.
Cinema DOOH at AMC and Cinemark locations across DFW.
AdQuick, Vistar Media, Broadsign Ads, VIOOH, StackAdapt, The Trade Desk (OpenPath DOOH), Adomni, Yahoo DSP.
AdQuick is the only marketplace aggregating direct inventory from every major DFW media owner across both Dallas and Fort Worth alongside programmatic pDOOH in a single plan. Positioned above the vendor landscape so buyers run a unified DFW metroplex campaign — including AT&T Stadium, Globe Life, Sundance Square, Stockyards, and the Legacy West corporate corridor — without stitching together six-plus vendor contracts.
DFW DOOH placement rules are shaped by Texas Transportation Code Chapter 394, TxDOT interstate regulations, and the separate sign codes of every DFW municipality (Dallas, Fort Worth, Arlington, Plano, Frisco, Irving, and more).
Texas Transportation Code Chapter 394 governs outdoor advertising along interstates; TxDOT permits digital bulletins. City of Dallas, City of Fort Worth, Arlington, Plano, Frisco, Irving, and all DFW municipalities each maintain their own sign codes and permitting.
The modularity of DOOH — cheap creative, flexible dates, programmatic on/off — lets DFW campaigns scale across three very different tiers, from a $3,200 sub-market test to a $300,000+ Cowboys-window tentpole.
30-day programmatic pDOOH test geo-fenced around a launch location in Uptown, Legacy West, Sundance Square, or Arlington.
Full-metroplex blended campaign spanning both sides of DFW with freeway, place-based, transit, and programmatic layers.
Full tentpole activation with AT&T Stadium, Globe Life, Downtown Dallas/Uptown, DFW International, freeway ring, and programmatic.
DFW's event calendar spans the full year with multiple tentpole events on both the Dallas and Fort Worth sides. Planning recommendations by event.
The single largest seasonal DOOH tentpole in DFW. Arlington Entertainment District, AT&T Stadium-adjacent, and Downtown Fort Worth + Dallas inventory all spike.
3M+ attendees at Fair Park. Downtown Dallas, Fair Park-adjacent, and US-75 corridor spike. Book Fair-adjacent inventory 60 days ahead; 20–30% premiums during the window.
2 race weekends attracting ~150K+ per weekend. Alliance and I-35W corridor spike. Book 45–60 days ahead.
~1M attendees. Stockyards, Cultural District, Downtown Fort Worth, and I-35W corridor spike.
Premium golf audience, 150K+ weekly attendance, TPC Craig Ranch and Colonial Country Club adjacency.
Globe Life Field Arlington spike. Overlaps potentially with Cowboys early-season windows.
American Airlines Center and Victory Park spike during post-season runs.
Three paths to buy DFW DOOH inventory.
Contact Clear Channel, OUTFRONT, JCDecaux, Lamar, Arrington Outdoor, and Captivate separately. Best for flagship Downtown or AT&T Stadium-adjacent buys; requires multiple contracts.
AdQuick, Vistar, The Trade Desk, or StackAdapt. Best for mid-market always-on; premium direct inventory not available programmatically.
Plan, price, buy, deliver, and measure across every DFW DOOH layer — Dallas, Fort Worth, Arlington, Plano/Frisco, DFW/Love Field, and programmatic — in one platform with unified reporting.
Answers to the questions Dallas–Fort Worth DOOH buyers ask most often — pricing, minimums, sub-market planning (Dallas vs. Fort Worth), programmatic, measurement, creative, and regulation.
AdQuick is the only DOOH marketplace that unifies Downtown Dallas, Fort Worth, Arlington Entertainment District, Legacy West, DFW and Love Field airports, I-35E/I-35W/I-30/DNT freeway digital bulletins, DART transit, place-based, and programmatic inventory in a single plan across the full DFW metroplex. Price inventory by CPM and share-of-voice, deliver creative to every network, and measure impressions, reach, frequency, and foot traffic lift from one dashboard.
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