How much does digital out of home advertising cost?

Digital billboard CPMs run $5-$18 in most US markets, $20-$25 for premium units, per AdQuick's published 2026 guide. Four-week digital flights run $3,500-$25,000, with small markets under $1,000. Self-serve per-play buying starts at Blip's published $0.01 per play floor.

What is the minimum spend for DOOH?

Blip publishes no minimum spend and a $0.01 per play auction floor. Adomni publishes no minimum budget for nearly all inventory. Blindspot lists campaigns from $50. Direct buys from major owners are quote-only, with 4-week digital flights published at $3,500-$25,000 by AdQuick.

Is DOOH bought direct or programmatically?

Both. Direct buys use owner rate cards and 4-week flights. Programmatic DOOH flows DSP to SSP to screen; eMarketer forecasts US pDOOH spend at $1.22B for 2026, about 30% of DOOH category revenue. No major DOOH SSP or DSP publishes its take rate, so get fees in writing.

Digital out of home advertising, priced from sources

Rates you can paste into a plan deck and defend. Every figure below links to the seller or body that published it. Quote-only sellers are labeled quote-only, not guessed at.

The short answer

Digital out of home advertising costs $5-$18 CPM for digital billboards in most US markets, $20-$25 for premium units, and $3,500-$25,000 per 4-week flight AdQuick 2026. Small markets run under $1,000. Self-serve per-play buying starts at a published $0.01 per play floor Blip Billboards 2026. Most other sellers are quote-only.

Flight planner

All math from published figures only

Total flight budget$25,000

$500$250,000

Market tier

Buy route

Format mix (weights, normalised to 100%)

Roadside digital bulletin60%Place-based pDOOH25%Per-play self-serve15%Spectacular (Times Sq.)0%

Planner output by format
Roadside digital bulletinAdQuick 2026 published band	$15,000	833k-3M impressions at $5-$18 CPM
Place-based pDOOHStackAdapt advertised claim	$6,250	417k-3.1M impressions at $2-$15 CPM
Per-play self-serveBlip floor / Blindspot median	$3,750	~7k plays at Blindspot's $0.52 global median; up to 375k at Blip's published $0.01 floor

CPM-priced lines combined: 1.3M-6.1M estimated 4-week impressions. Ranges come from the cited bands; per-play and spectacular lines are listed separately because they price per play, not per thousand.

Mid-market DMA: most of AdQuick's published $5-$18 CPM band and $3,500-$25,000 4-week flight range lives here.

Direct route: the figures above are media cost. Rate cards are asks; see /plan/negotiation before you accept one.

Deep version with worked examples on /planner. The formula: impressions = budget / CPM x 1,000. Nothing here uses an unpublished rate.

CPM bands by format

Full rate board

Roadside digital bulletin$5 / $11.5 / $18 CPM AdQuick 2026

Premium top-10 DMA units run $20-$25 (AdQuick 2026). Green = below band midpoint, red = above.

Multi-venue pDOOH (self-serve DSP)$2 / $8.5 / $15 CPM StackAdapt 2026

StackAdapt's advertised claim about its own supply; Adomni publishes a ~$12 average eCPM.

Transitquote-only, no published band

Contract holders (OUTFRONT, JCDecaux) publish no rate card.

Airportquote-only, no published band

Concession holders publish no rate card.

Spectacularsquote-only, no published band

Landmark leases negotiated; Blindspot publishes ~$40/play for Times Square self-serve.

$9.46B

US OOH revenue 2025

OAAA, +3.6% YoY

36.3%

Digital share of OOH

OAAA 2025, +10.5% YoY

$1.22B

US pDOOH spend 2026

eMarketer forecast, +22.6%

67%

UK OOH now digital

Outsmart 2025, £1.44bn total

Sources: OAAA FY2025 eMarketer 2026 forecast Outsmart (UK OOH trade body) FY2025 and the proof-of-play register.

Two ways to buy. Different math.

The plan comes first, the vendor second: set the budget, split it across formats, then pick the route that leaves the most working media. Full decision aid at direct vs programmatic.

Direct buy

Media owner rate card, 4-week flights, a rep, a contract.

Media costrate-card ask, negotiable
Platform feesnone
Data / targeting feesnone (location targeting only)
Published anchor$3,500-$25,000 per 4-week digital flight AdQuick 2026

You get guaranteed units, share-of-loop and spectaculars. You give up mid-flight flexibility. Rate cards are asks.

Programmatic (pDOOH)

DSP to SSP to screen. Audience targeting, no 4-week commitment.

Media cost (working media)auction or fixed-deal CPM
DSP feevaries, quote-only
SSP take ratevaries, quote-only
Data / audience feesvaries, quote-only
Published anchor$2-$15 CPM claimed by StackAdapt StackAdapt 2026

No major DOOH SSP or DSP publishes its take rate. Get every fee line in writing before you sign; the working-media math decides this route.

Format rate cards

Roadside digital bulletin14:48

Rate $5-$18 CPM most US markets; $20-$25 premium units AdQuick 2026

Entry $3,500-$25,000 per 4-week rotation; small markets under $1,000

PUBLISHED BAND

Per-play self-serve billboard14:48

Rate $0.01/play published floor (Blip); ~$0.23 cheap urban to ~$0.52 global median per play (Blindspot) Blip Billboards 2026 Blindspot 2026

Entry No minimum spend (Blip, published); campaigns from $50 (Blindspot)

PER-PLAY PUBLISHED

Multi-venue pDOOH (self-serve DSP)16:9

Rate $2-$15 CPM advertised by StackAdapt; ~$12 average eCPM published by Adomni StackAdapt 2026 Adomni 2026

Entry No minimum budget on Adomni (published); DSP terms vary

VENDOR CLAIM

Transit (shelters, rail, urban panels)9:16

Rate Quote-only. No major transit seller publishes a rate card. OUTFRONT Media 2026 JCDecaux 2026

Entry Packages priced by contract holder (OUTFRONT, JCDecaux)

QUOTE-ONLY

All eight format sheets, with specs and buying notes, on the formats page.

Start here

By market

Related benchmarks

Comparing DOOH against paid social or search? Channel acquisition-cost benchmarks live at averagecac.com; our honest CPM-vs-CPM framing is in DOOH vs paid social.