Run DOOH campaigns in Madison on AdQuick across 2,000+ digital screens -- I-39/90/94, the Beltline, MSN airport, State Street, the Capitol Square, and the UW-Madison / Camp Randall corridor. CPMs from $4 programmatic to $16+ on State Street and Capitol Square LEDs; activate from $1,500 through Badgers football and Ironman Wisconsin takeovers.
CPMs range from $4 on programmatic open exchange to $20+ on Capitol Square and State Street premium LEDs, with campaigns activating from $1,500 on self-serve DSPs up into six-figure Badgers football Saturday, Mifflin Street Block Party, and IRONMAN Wisconsin takeovers. Madison is the eighty-first-largest US DMA — a distinctive market anchored by government, education, and healthcare tech.
DOOH Advertising in Madison: 2026 Pricing, Venues & Buying Guide
DOOH advertising in Madison, Wisconsin covers 2,500+ digital screens across Capitol Square, State Street, Downtown, and Near East Side LEDs, Dane County Regional Airport (MSN), I-90 / I-94 / I-39 / US-151 Beltline digital bulletins, Camp Randall Stadium, Kohl Center, UW-Madison campus, and place-based screens across offices, gyms, restaurants, and affluent Madison-area suburbs.
Most Madison DOOH plans blend four inventory layers across Downtown, transit, stadium/campus, and suburbs.
Capitol Square, State Street (pedestrian spine connecting Capitol to UW campus), Downtown.
Dane County Regional Airport, I-90/I-94 east, I-39 north, US-151 Beltline Highway outer ring, US-12.
Camp Randall Stadium, Kohl Center, UW-Madison campus, Breese Stevens Field, University Avenue.
Middleton, Fitchburg, Verona (Epic Systems), Sun Prairie, Waunakee, Monona, offices, gyms, restaurants.
Madison CPMs sit below Milwaukee and Minneapolis on most inventory, making it one of the Midwest's more cost-efficient smaller-metro DOOH markets. Badgers football Saturdays drive the single largest premium windows. The table below reflects AdQuick marketplace rates and Madison benchmarks for Q2 2026.
| Venue Category | Typical Madison CPM | Monthly Share-of-Voice Range | Best For |
|---|---|---|---|
| Capitol Square / State Street pedestrian mall premium LEDs | $11–$20 | $4K–$14K | Flagship awareness, government, events |
| Downtown / Mifflin / Bassett | $10–$18 | $3K–$11K | B2B, government, legal, financial |
| UW-Madison campus / University Avenue corridor | $10–$18 | $3K–$11K | Academic, students, Badgers |
| Near East Side / Willy Street / Atwood | $9–$16 | $3K–$10K | Creative, dining, young-adult |
| Near West Side / Hilldale / Monroe Street | $9–$16 | $3K–$10K | Affluent, residential, UW-adjacent |
| MSN / Dane County Regional Airport screens | $13–$22 | $4.5K–$16K | Travel, B2B, Epic/UW visitors |
| I-90 / I-94 / I-39 / US-151 Beltline digital bulletins | $4–$10 | $2.5K–$8K per unit | Reach, commuter, I-90/94 cross-country |
| Camp Randall Stadium / Kohl Center event-adjacent (game-week premium) | $12–$22 (game weeks) / $9–$16 (off-peak) | $4K–$16K | Badgers football / basketball / hockey |
| Verona / Epic Systems corridor | $8–$15 | $2.5K–$8K | Healthcare tech B2B, Epic-adjacent |
| Middleton / Hilldale affluent suburban | $9–$16 | $3K–$9K | Affluent suburban, corporate |
| Fitchburg / Oregon / Stoughton south suburban | $7–$14 | $2.5K–$7K | South suburban, family |
| Sun Prairie / Waunakee / DeForest north growth | $7–$14 | $2.5K–$7K | Growing north suburban |
| West Towne / East Towne / Hilldale mall retail | $8–$15 | $2.5K–$8K | Shopper marketing, retail |
| Madison Metro + shelters | $4–$9 | $1.5K–$4.5K | Urban commuter, UW-campus, Downtown |
| Place-based (gyms, offices, restaurants, bars) | $6–$13 | $2K–$6K | Endemic verticals, UW-adjacent bars |
| Office lobby / elevator screens (Captivate) | $9–$18 | $2.5K–$10K | B2B — American Family, Exact Sciences, Epic-adjacent |
| Retail media in-store screens | $7–$20 | Varies | Shopper marketing, CPG |
| Programmatic open exchange (blended) | $4–$9 | 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 loop on a given screen or cluster.
Some networks price per insertion.
PG deals on Vistar, Place Exchange, VIOOH.
From Capitol Square and State Street through UW campus, the East and West Sides, the Beltline ring, and Verona / Sun Prairie / Middleton suburbs — Madison's distinct corridors each carry their own audience signature.
Madison is a developing programmatic DOOH market with niche but growing adoption around Badgers sports, Epic-adjacent B2B, and healthcare/biotech categories. Vistar, Hivestack, and Place Exchange all maintain Madison inventory.
Out-of-home advertising platform that plugs into every major Madison media owner and every programmatic SSP — direct + programmatic in one seat.
Largest pDOOH DSP; deep Madison place-based, office, and freeway inventory.
Operator-side DSP plugged into Broadsign-network screens across Madison.
JCDecaux-led DSP with strong street furniture and airport activation.
Multi-channel DSP with growing Madison DOOH supply.
Enterprise DSP routing OpenPath DOOH demand into Madison inventory.
Yahoo's omnichannel DSP with Madison DOOH supply paths.
Self-serve DSP with strong place-based and digital billboard reach.
SSP layered on the Broadsign operator network.
OUTFRONT's SSP — connects OUTFRONT and partner inventory to DSPs.
JCDecaux's SSP — Madison street furniture and airport supply.
Place-based and operator supply across Madison networks.
Strong on place-based, office, and Captivate corporate inventory.
| Deal Type | How It Works | Madison Use Case |
|---|---|---|
| Open exchange | Auction-based, any buyer wins | Budget-efficient always-on; suburban and place-based |
| Private marketplace (PMP) | Invite-only auction, curated | Healthcare-tech B2B PMPs, government/policy PMPs |
| Programmatic guaranteed (PG) | Fixed price, reserved impressions | Capitol Square, State Street, Camp Randall reserved at scale |
Madison-specific contextual triggers buyers use to time creative to the moment.
Madison DOOH foot traffic lift studies typically report 5–13% lift to exposed venues within a 30-day window, with Badgers football Saturdays exceeding 25%.
From Capitol Square premium LEDs through Beltline freeway bulletins, Madison creative spans 16:9 LEDs, 9:16 transit, ultra-wide State Street displays, and place-based square formats.
Madison's DOOH supply spans a Lamar / Adams Outdoor / OUTFRONT / Clear Channel freeway and street-level base, JCDecaux + Clear Channel Airports at MSN, Captivate office lobbies, and a deep place-based layer across bars, gyms, and restaurants.
Madison is a major Adams Outdoor market; Adams has substantial Madison-area digital bulletin inventory.
Madison / Janesville / Beloit regional footprint.
Madison freeway and transit inventory.
Madison metro freeway digital bulletin network.
MSN / Dane County Regional Airport inventory.
Urban kiosks, street furniture.
Office lobby and elevator screens across Downtown, Middleton, Verona.
Fuel station DOOH across the Madison metro.
Rideshare and taxi toppers.
Bar, restaurant, gym place-based.
Aggregator / network for place-based.
Wisconsin trade association.
AdQuick, Vistar Media, Broadsign Ads, VIOOH, StackAdapt, The Trade Desk (OpenPath DOOH), Adomni, and Yahoo DSP all transact Madison DOOH inventory at scale.
AdQuick is the only marketplace aggregating direct inventory from every major Madison media owner (Adams Outdoor, Lamar, OUTFRONT, Clear Channel, JCDecaux, Captivate) alongside programmatic pDOOH in a single plan, with native mapping, creative delivery, and measurement. Positioned above the vendor landscape so buyers run a unified Madison campaign across Capitol Square, State Street, UW campus, Camp Randall, MSN, Middleton / Verona / Sun Prairie, Beltline, and place-based without juggling multiple contracts.
Wisconsin Statutes Chapter 84.30 and WisDOT govern interstate-facing digital bulletins; the City of Madison maintains relatively restrictive Downtown signage rules around Capitol Square and State Street.
Three reference budget tiers — from a $2,500 programmatic test through a $25K mid-market plan up to a $120K+ Badgers football / IRONMAN / national flagship.
30-day programmatic test geo-fenced around a Capitol Square, State Street, or UW-campus launch location.
8-week blended campaign across Capitol + UW + Middleton + Verona with weather and sports DCO.
Capitol Square + Camp Randall + MSN + suburban + freeway ring takeover, layered with programmatic PG and place-based.
Madison's calendar runs on Badgers football, Epic UGM, IRONMAN Wisconsin, the Dane County Farmers' Market, and a deep set of Capitol Square and State Street activations — each driving its own DOOH demand window.
Camp Randall Stadium, 7–8 home Saturdays. Camp Randall seats 80K+ and regularly sells out. UW campus, State Street, Capitol Square, I-90/94 corridor spike on home Saturdays. "Jump Around" between 3rd and 4th quarters is a signature tradition. 25–40% CPM premiums game weeks. Rivalry games (Minnesota, Iowa, Ohio State) drive higher premiums.
Kohl Center spike during home games and March Madness runs.
Kohl Center; men's and women's hockey. Kohl Center and LaBahn Arena spikes.
Annual UW-campus party on Mifflin Street; massive college-audience gathering. Downtown and UW corridor spike.
The largest producer-only farmers' market in the US; Capitol Square spike every Saturday. Food, beverage, agriculture, and local brand activation.
Route-adjacent inventory around Lake Monona, Downtown, West Side. Fitness, hydration, nutrition, and endurance brand activation.
25K+ attendees from Epic's healthcare customer network. Verona, SW Madison, Downtown hotels, MSN airport spike.
Alliant Energy Center; 75K+ attendees. Agriculture, dairy, equipment brand activation.
Capitol Square spike for food festival.
State Street spike for major sidewalk sale.
Wisconsin Chamber Orchestra free outdoor concerts on Capitol Square.
State Street pedestrian-mall Halloween party; young-adult audience.
Three paths to buy Madison DOOH inventory — direct with each operator, programmatic via a DSP, or unified across both through AdQuick.
Contact Adams Outdoor, Lamar, OUTFRONT, Clear Channel, JCDecaux, and Captivate separately. Best for flagship Capitol Square or Camp Randall buys; requires multiple contracts.
Open a seat on AdQuick, Vistar, The Trade Desk, or StackAdapt. Best for mid-market always-on; healthcare-tech B2B PMPs and Badgers sports PMPs valuable.
Plan, price, buy, deliver, and measure across every Madison DOOH layer — Capitol Square, State Street, UW campus, Camp Randall, MSN, Middleton, Verona, Sun Prairie, Beltline freeway, and place-based — in one platform with unified reporting.
Answers to the most common questions about Madison DOOH pricing, minimum budgets, Badgers football strategy, healthcare-tech B2B, programmatic, and measurement.
AdQuick is the only DOOH marketplace that unifies Capitol Square, State Street, Downtown Madison, Mifflin / Bassett, UW-Madison campus, University Avenue, Near East Side (Willy Street, Atwood), Near West Side (Hilldale, Monroe Street), Maple Bluff, MSN / Dane County Regional Airport, I-90 / I-94 / I-39 / US-151 Beltline freeway digital bulletins, Camp Randall Stadium, Kohl Center, Alliant Energy Center, Middleton, Verona / Epic Systems corridor, Sun Prairie, Fitchburg, place-based, and programmatic inventory in a single plan.
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