What place-based means
Place-based media are ads inside or at specific venues, where the venue itself defines the audience. They tend to have long dwell times (a gas fill-up is a few minutes; a doctor's waiting room can be 20) and are mostly digital today. Per OAAA, place-based accounted for about 6% of U.S. OOH revenue in 2025.
Venue types
| Venue | Formats | Audience & strengths | Typical CPM |
|---|---|---|---|
| Shopping malls | Digital directories, banners, floor graphics, escalator wraps | Shoppers in buying mode; retail & entertainment brands | $5–$15 |
| Gas stations & c-stores | Pump-top video with audio, pump toppers, nozzle ads, window clings | Drivers with 3–5 minute dwell; auto, snacks, insurance, QSR | $8–$20 |
| Office & residential elevators/lobbies | Elevator screens, lobby displays | Professionals and affluent residents; B2B, finance, luxury | $15–$40 |
| Gyms & fitness clubs | Locker room posters, TV networks, equipment screens | Health-focused adults; supplements, apparel, wellness | $8–$20 |
| Bars & restaurants | Bar TV networks, restroom posters, coasters, table tents | 21+ social audiences; beverage, entertainment, apps | $5–$15 |
| Cinemas | On-screen pre-show, lobby screens, standees | Captive audience; entertainment, auto, consumer brands | $15–$30+ |
| Health care venues | Waiting-room & exam-room screens, wallboards | Patients & caregivers; pharma, OTC, health services | $20–$60+ |
| Colleges & universities | Campus screens, dorm posters, dining hall media | Gen Z students; apps, banking, telecom, CPG | $8–$20 |
| Stadiums & arenas | Signage, LED ribbons, concourse screens, naming rights | Fans; see sports & venues | Custom |
| Grocery & retail stores | In-store screens, shelf talkers, cart ads, floor graphics, endcaps | Shoppers at the point of purchase; retail media | $5–$25 |
| Salons, barbershops & spas | Station screens, mirror clings | Long dwell; beauty, grooming, hair care | $10–$25 |
| Hotels & resorts | Lobby screens, in-room TV, key cards | Travelers; dining, attractions, luxury | Custom |
| Rideshare & airport lounges | In-car tablets, lounge screens | Business travelers | $15–$40 |
Tips for buying place-based
- Match venue to mindset — supplements at the gym, hair care at the salon, snacks at the pump.
- Ask how impressions are measured (foot traffic, Geopath, venue audits, cameras) and whether audio is on.
- Use longer, video-based creative where dwell allows; still keep the brand visible in the first 3 seconds.
- Many networks are available programmatically through DOOH SSPs, which lets you combine dozens of small networks in one buy.
Recommended tools
Measure
QR Code Generator PRO ↗
Dynamic QR codes with scan analytics for transit, shelters, kiosks and place-based ads.
Design
Canva Pro ↗
Billboard, poster and DOOH templates sized to vendor specs; brand kits for consistent creative.
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.