Out of home advertising cost depends on where the placement is, how many people pass it, what format it uses, and how long you hold it. Understanding those inputs makes it far easier to compare two proposals that look different on paper.
The five inputs behind every quote
Almost every out of home quote comes down to the same variables. Once you can see them separately, a high number and a low number become comparable rather than confusing.
- Market size and the specific location within it
- Audience volume and visibility of the face or screen
- Format: static panel, banner, wrap, digital screen, or spectacular
- Flight length and number of units
- Production, shipping, installation, and removal
Mall placements versus billboards
Mall units typically cost less per unit than premium billboards and reach a walking audience with dwell time. Billboards cover a wider geography and a driving audience. Many advertisers combine both: billboards for route coverage, mall media for time spent with the message.
Building a budget that holds up
Set the media budget first, then reserve for creative production and installation so the campaign is not delayed at the last step. A focused four-week test across a few properties is usually a better first spend than a thin buy spread across a whole region.
Get an accurate number for your market
Rate ranges published online rarely match live availability. Send us your markets, timing, and approximate budget and we will confirm what is actually open and what it costs, including the production details.