Digital Out of Home Advertising

DOOH cost calculator

Set a budget, split it across formats, pick a market tier and buy route. Every rate in the math is published and cited; quote-only lines are labeled instead of estimated. Outputs are ranges because the inputs are ranges.

Flight planner

All math from published figures only
$500$250,000
Market tier
Buy route
Format mix (weights, normalised to 100%)
Planner output by format
Roadside digital bulletinAdQuick 2026 published band$15,000833k-3M impressions at $5-$18 CPM
Place-based pDOOHStackAdapt advertised claim$6,250417k-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.

The formula

Impressions = budget / CPM x 1,000. Plays = budget / price per play. That is the whole model. The judgment sits in which CPM you are allowed to claim, so each line below names its source.

Worked examples

$25,000 single-market test (70% bulletin, 30% per-play)

  • Bulletins: $17,500 at the published $5-$18 CPM band AdQuick 2026 is 17,500 / 18 x 1,000 = 972,222 up to 17,500 / 5 x 1,000 = 3,500,000 impressions over 4 weeks. Claim 0.97M-3.5M, never the midpoint alone.
  • Per-play: $7,500 buys about 14,423 plays at Blindspot's $0.52 global median Blindspot 2026and up to 750,000 plays at Blip's published $0.01 auction floor Blip Billboards 2026, location depending.

Full plan with measurement attached: the $25k test.

$5,000 in a small market

AdQuick publishes 4-week digital flights under $1,000 in small markets, Evansville from about $900 AdQuick 2026. $5,000 covers roughly five such boards for a month, or 9,615 plays at the $0.52 per-play median Blindspot 2026.

$100,000 launch (50/30/20 bulletin, pDOOH, spectacular)

  • Bulletins: $50,000 at $5-$18 CPM = 2.78M-10M impressions AdQuick 2026.
  • pDOOH: $30,000 at StackAdapt's advertised $2-$15 CPM = 2M-15M impressions StackAdapt 2026, before DSP, SSP and data fees, which are quote-only.
  • Spectacular: $20,000 = about 500 Times Square plays at Blindspot's ~$40/play example Blindspot 2026; landmark leases are quote-only.

Phasing and route choices: the $100k launch.

Cross-check against the rate board, then read direct vs programmatic before you pick a route. Sources live in proof-of-play.