Guide to DOOH (Digital Out-of-Home) Advertising Rates
In our increasingly digital world, many companies try to boost their brand through online ad platforms, but these ads have become increasingly ineffective as consumers feel exhausted from a never-ending stream of website pop-up ads.
That’s why the most effective advertising campaigns have gone back to their roots with out-of-home advertising, but with a twist—digital out-of-home advertising (DOOH). These advertising campaigns catch consumers’ attention and can be equipped with interactive elements to maximize engagement.
Let’s take a look at the various DOOH advertising options, the effectiveness of digital ads, and how to best utilize them.
DOOH Advertising Rates & CPMs
The rates for DOOH advertising formats can vary depending on factors like location, reach, and campaign duration. To make things simple, the following listed prices are an estimated cost range for a 1-month period.
| Format | Rate |
| Digital mall | $750 – $2,500 |
| Digital supermarket | $800 – $1,500 |
| Digital billboards | $1,500 – 30,000 |
| Digital hand sanitizer kiosks | $500 – $700 |
What are the Benefits of DOOH Advertising?
DOOH advertising offers a variety of benefits when compared to traditional forms of advertising such as print, broadcast, direct mail, or even the latest personalized online ads.
Enhanced Targeting
Programmatic buying, an automated process in which digital advertising space is purchased and delivered based on criteria set by the buyer, ensures your ad reaches the right people at the right time. What sets DOOH apart is its precision—you only pay for ad space when your target audience is likely to be present.
Increased Engagement
One important quality that separates digital ad space from non-digital is that it can have interactive elements that create memorable interactions that foster a deeper connection with the brand or help users begin the purchase process. Some of our clients have chosen to feature interactive digital elements on our wellness kiosks.
Optimized Measurements and Analytics
DOOH ads can collect a ton of data that makes it easy to evaluate how your marketing campaign is performing. These ads allow businesses to see how many times their ad was displayed, the duration of exposure, and engagement rates. Also, digital ads with interactive elements can track how many times touchscreens, QR codes, and other elements are used by consumers.
Buying Practices
Programmatic Buying:
At a basic level, programmatic DOOH is an automated process in which digital advertising space is purchased and delivered based on factors predetermined by the buyer. For example, programmatic DOOH ad space could be automatically purchased on a digital highway billboard when triggered by factors like a specific time of day, good weather, and high traffic.
Direct buying:
Direct buying is similar to programmatic, as both forms display advertisements when the correct factors are met. The way that direct buying differs is that ad space is guaranteed and purchased in advance, while programmatic purchases are made in near real-time, and ad space is sometimes not guaranteed.
Hybrid buying:
As the name suggests, hybrid buying is a mix between programmatic and direct ad space purchases. With hybrid buying, you can utilize the automated buying process from demand-side platforms (DSPs) while still engaging in direct negotiations with ad space owners to guarantee premium inventory placements.
Each of the three options has its own benefits, but many advertising experts view hybrid buying as superior because it offers the best of both worlds—near real-time ad space purchasing and guaranteed ad space.
Types of DOOH Placements
DOOH advertising can be featured in a variety of locations, but you’ll need to carefully consider your ad placement selection to ensure it best matches your brand and will be seen by your target audience.
Digital billboards:
If you are looking for your advertisements to reach as many eyes as possible, few ad placements can beat digital billboards located in high-traffic areas such as highways and major intersections. Large format media like this casts a wide net and can help increase brand and product awareness, but it isn’t optimal for driving direct sales.
Shopping malls:
DOOH ad space in shopping malls can provide some of the best returns on investment, as it allows companies to advertise close to potential points of purchase. If your product is featured in a certain shopping mall, DOOH ad space can help lift sales by influencing consumers who are making purchase decisions.
Healthcare facilities:
People spend plenty of time in doctor and hospital waiting rooms. While this is an annoyance for the average person, it does make for prime ad space with a locked-in audience. Pharmaceutical and other health-related brands are best suited to take advantage of this ad space, as healthcare will be top of mind for this audience.
Street displays:
These digital ads can come in the form of integrated street furniture such as bus shelters and benches or amenities like kiosks and newsstands. If placed in an urban setting, these ads can offer high traction as they attract pedestrians and commuters passing by.
In terms of driving point of purchase sales, digital ad space in malls is the superior method because none of these other DOOH ad placements can be featured as close to points of purchase.
Locations
When you reach out to various marketing agencies, you’ll often hear that ad space inventory is limited and they can’t feature your product at the optimal locations. However, that’s not a problem for Terraboost.
Few advertising agencies can compete with the variety of locations and store options we offer. Terraboost has 120,000 digital and non-digital wellness kiosks installed at over 49,000 locations in states across the US, reaching 280 million Americans daily.
So, if there’s a specific store or mall network that would be a perfect fit for your brand, there’s a good chance that we are already partnered with them!
DOOH Makes a Difference
Whenever you surf the internet, you’ll likely get bombarded with countless pop-up ads. But do you really remember which brands were advertised, or make a connection with them? Like many internet users, you’ve likely developed a trait to tune these ads out, known as “digital ad blindness”, but DOOH advertisements don’t have this problem. DOOH ads—think billboards, kiosk screens, and hand-sanitizing stations—aren’t just harder to ignore; consumers actually welcome them.
In fact, a recent Harris Poll found that 73% of consumers view DOOH ads favorably, and 76% have taken action after seeing one. Digital ads are really effective at grabbing consumer attention when they feature product deals or offers. 86% of consumers find ads with special deals on groceries useful, and 80% value limited-time offers on food, beverages, clothing, shoes, etc.
Terraboost: Working Harder for Your Brand
With DOOH, advertisers can deliver hyper-targeted messages that resonate deeply with consumers and drive real results. At Terraboost, we help brands make the most of DOOH by combining impactful messaging with smart placement. Our nationwide network of 120,000+ billboards placed in high-traffic, high-dwell time areas like grocery stores, pharmacies, and shopping centers reaches consumers in the right place at the right time!
From national brands like Listerine, Nike, and Tylenol to small businesses like dental practices, insurance agencies, and senior care providers, we help brands reach consumers in their communities in a meaningful way.
Reach out to a Terraboost representative today for a customized quote!
