There is no single price for outdoor advertising. The cost of an OOH campaign depends on several factors, including:

  • The media format, such as a bus shelter, billboard, advertising tower or digital screen.
  • The size of the advertising surface, from smaller formats to large-format displays.
  • The location and commercial value of the site.
  • The audience and traffic reached by the location.
  • The number of advertising surfaces or locations included in the campaign.
  • The campaign duration. Minimum duration is 14 days. 
  • The level of visibility or exclusivity (share of voice).
  • Whether the medium is static or digital.
  • Production and installation costs.
  • The number of creative executions used.

Using multiple-location networks can often provide economies of scale compared with purchasing individual locations, while longer campaigns may benefit from more favorable commercial terms.

For DOOH, pricing can also be influenced by the screen network, the duration of the creative, share of voice, and the way content is scheduled and delivered.

Indicative Price Ranges

  • A 14-day campaign on a bus shelter can start from approximately €120 per location and exceed €500 for premium locations or digital formats.
  • Large-format advertising surfaces can start from approximately €1,000 and reach significantly higher levels for iconic, high-traffic locations.

Is Outdoor Advertising Expensive?

Not necessarily. While premium locations can have a higher media cost, outdoor advertising is considered internationally to be one of the media channels with a low cost per thousand impressions (CPM), particularly when multiple-location networks and large-scale campaigns are used.

What Percentage of the Media Budget Should Be Allocated to OOH?

There is no universal rule. The appropriate OOH budget allocation depends on the campaign objectives, target audience and overall media mix.

However, outdoor advertising is often used to strengthen the impact of other communication channels, contributing to brand awareness, message recall and brand trust.

For this reason, research has shown that combining OOH with digital, social media, search or television can strengthen overall campaign effectiveness and contribute to improved performance across other media channels.

Read more: 5 Reasons Why OOH Campaigns Boost Brand Recognition

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