DOOH Campaign Lift Calculator
Estimate how adding Digital Out-of-Homeadvertising amplifies your campaign reach
Return to Resources Hub
Does DOOH Extend Your Reach?
Campaign Budget (Social)
How much do you currently spend per month on social media advertising?If you're just testing, try $10,000–$30,000 as a starting range. Budget has the biggest single impact on total impressions.
Average Social CPM
CPM = Cost Per Thousand Impressions. Social media CPMs vary depending on platform and targeting — typically $5–$20 for broad campaigns. A lower CPM means more impressions per dollar.
DOOH Budget Added
The additional monthly budget you'd allocate to Digital Out-of-Home placements. This is added on top of your existing social spend — it does not replace it.
Average DOOH CPM
DOOH CPM varies by screen type, venue, and audience volume. Transit and retail screens typically run $4–$12 CPM — often lower than comparable digital targeting.
Impression Multiplier
Unlike a phone screen, DOOH screens are seen by multiple people per ad play. This multiplier estimates viewers per screen impression — a busy transit station may see 10–20×, a quieter venue 2–4×. Industry standard models (e.g. Geopath) inform this estimate.
Impression Breakdown
HOW IMPRESSIONS WORK IN DOOH
Unlike digital advertising, where impressions correspond to a single device, DOOH impressions represent estimated audience exposure in shared environments.
When a DOOH ad plays on a screen, multiple people may see it simultaneously.
Measurement providers estimate exposure based on:
- foot traffic
- location data
- venue type
- dwell time
- audience modeling
Because of this, DOOH uses an impression multiplier to estimate how many people see each ad play.
Example:
A digital screen at a gas station may have 8 viewers during an ad play.
If the ad plays once, it may generate 8 impressions.
Measurement organizations such as Geopath provide audience estimation models used by the industry.
TERMINOLOGY / GLOSSARY
Programmatic buying has accelerated adoption of DOOH advertising for several reasons.
CPM
Cost per thousand impressions. The price advertisers pay for one thousand ad exposures.
Impressions
The number of times an advertisement is estimated to be seen.
DOOH
Digital Out-of-Home advertising. Ads displayed on digital screens in public environments.
Impression Multiplier
A factor used to estimate the number of viewers per screen exposure.
Ad Play
A single instance of an ad appearing on a digital screen.
Programmatic DOOH
Automated buying and selling of DOOH inventory through software platforms.
Screen Network
A group of digital screens operated by a media owner.
Venue Type
The physical environment where a DOOH screen is located.
Examples include retail stores, transit stations, or office buildings.
HOW THIS TOOL SHOULD BE USED
This calculator helps marketers understand how adding DOOH advertising may increase campaign exposure.
It is intended for planning and directional modeling.
Actual campaign performance may vary based on:
- creative quality
- screen selection
- audience targeting
- campaign timing
FREQUENTLY ASKED QUESTIONS
What is Digital Out-of-Home advertising
Digital Out-of-Home advertising refers to digital screens placed in real world environments such as billboards, retail stores, transit stations, and office buildings.
Why add DOOH to an existing campaign
DOOH allows advertisers to reach audiences outside traditional digital channels and reinforce messaging across physical environments.
How are DOOH impressions measured
DOOH impressions are estimated using audience measurement models based on traffic patterns, location data, and venue analytics.
Why does DOOH use an impression multiplier
DOOH screens are viewed by multiple people at once. The multiplier estimates the number of viewers per ad play.
Is DOOH bought programmatically
Yes. Many DOOH campaigns are purchased through programmatic advertising platforms that connect advertisers with digital screen networks.
Does DOOH replace digital advertising
No. DOOH works best when used alongside digital channels as part of an omnichannel campaign.
.png)