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 zip code 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 a standardized multiplier called Impression Multipliers (provided by audience measurement bodies like Geopath 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.