Interactive Media Planning Tool
DOOH CPM & Flight Budget Calculator
Work out your campaign budget requirements, impression targets, and daily burn rates before committing ad spend on a programmatic DSP.
Industry standard: Transit ($3.50 – $6.00), Roadside Billboards ($5.00 – $12.00), High-footfall Malls ($7.00 – $16.00).
e.g., 500,000 impressions across a targeted metropolitan market or transit line.
Estimated Media Spend
$3,250.00
$108.33 / day (est. 30-day flight)
How DOOH CPM Pricing Actually Works
In traditional digital advertising (Meta, Google Display), an impression represents a single human pair of eyes loading an ad on a private screen.
In Digital Out-of-Home (DOOH), a single play on a roadside digital billboard might be viewed by 4 to 28 people simultaneously depending on the time of day and traffic density. This is measured via standardized multipliers called Impression Multipliers (provided by audience measurement bodies like Geopath, Moving Walls, or Quividi).
The Standard DOOH Pricing Formula:
Total Cost = (Target Impressions ÷ 1,000) × Negotiated CPM
Key Cost Variables You Need to Account For:
- DSP Tech Fee: Most demand-side platforms charge an additional 10% to 18% technology fee on top of gross inventory cost.
- Audience Data Targeting Markup: If you apply mobile location targeting (e.g., targeting individuals who visited luxury retail stores in the last 30 days), expect an extra $0.50 to $2.00 CPM data surcharge.
- Weather & Trigger Conditions: Dynamic creative optimization (DCO) conditional triggers (e.g., showing hot coffee ads only when temperatures dip below 12°C) can have higher bid floors set by SSPs.