Four ways to buy
| Route | Best for | Pros | Cons |
|---|---|---|---|
| Direct from media owners (Lamar, OUTFRONT, Clear Channel, local operators) | Local businesses in one market | Direct relationship, local knowledge, negotiate yourself | One vendor's inventory only; you compare quotes yourself |
| OOH specialist agency | Multi-market & national campaigns | Planning expertise, buying leverage, production & proof of posting handled | Fees or commissions; minimum budgets |
| Self-serve marketplaces (e.g. AdQuick, Billboard platforms) | Startups, SMBs, testers | Browse inventory and prices across vendors online, quick quotes | Less hand-holding; inventory coverage varies |
| Programmatic DOOH (DSPs & SSPs) | Digital-first teams, flexible budgets | Buy by audience/time, launch fast, CPM pricing, unified reporting | Digital screens only; shared voice |
Step-by-step
- Write a brief: goal, geography, audience, dates, budget, KPI and any must-have locations.
- Request proposals (RFP) from 2–4 vendors or a marketplace. Ask for maps, photos, impressions and CPMs.
- Evaluate: visit or virtually drive by key units; compare effective CPM and audience fit, not just price.
- Negotiate: rate, term, bonus weeks, production, cancellation and makegoods.
- Sign & book creative deadlines: static vinyl often needs 2–3 weeks; digital files 3–5 business days for approval.
- Launch & verify: get proof of posting (dated photos) or digital play logs.
- Measure & optimize: track lift, swap creative, renew the best units.
Questions to ask every vendor
- What are the audited weekly impressions (Geopath) and the audience composition?
- Which side of the road, how far from the road, and how many seconds of visibility?
- Is it illuminated? What hours?
- For digital: how many advertisers in the loop, spot length, and plays per day?
- What's included — production, installation, removal? Who prints?
- What happens if the board is damaged, blocked or goes dark (makegoods)?
- Cancellation terms and renewal rights?
- Are there competitor-separation or category-exclusivity options?
- What proof of performance will I receive?
Typical timelines
| Buy type | Lead time |
|---|---|
| Programmatic DOOH | 1–3 days |
| Direct digital billboard | 1–2 weeks |
| Static billboard / posters | 2–6 weeks |
| Bus wraps & transit | 4–8 weeks |
| Station dominations, wallscapes, spectaculars | 2–6 months |
Contract terms decoded
- Period — usually 4 weeks (13 per year), not calendar months.
- Showing / GRP — a package sized to deliver a percentage of the market's population daily.
- Makegood — replacement exposure if the unit underdelivers or is down.
- Proof of posting — photos or play logs showing your ad ran.
- Short-term rate premium — expect higher per-period pricing for flights under 12 weeks.
Full definitions are in the glossary.
Recommended tools
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Blip Billboards ↗
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AdQuick ↗
Marketplace for static, digital and programmatic OOH across hundreds of media owners.
Some links are partner links; we may earn a commission at no extra cost to you. All tools
Price out your campaign
Plug in impressions, CPM and flight length to see a realistic budget.