The costs involved in Digital Out-Of-Home (DOOH) advertising can vary widely depending on several factors, such as the type of screen, the location, the duration of the campaign, and the level of targeting and customization you desire. Below are the key cost factors associated with DOOH, along with typical pricing considerations:

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### 1. **Type of DOOH Screen**

Different types of digital displays come with varying costs, depending on their size, placement, and technical capabilities. Common DOOH formats include:

- **Digital Billboards**: Large screens typically placed in high-traffic outdoor locations like highways or city centers. These are among the most expensive DOOH options due to their high visibility.

- **Digital Signage in Malls/Transit Hubs**: Screens placed inside shopping malls, airports, train stations, and other high-foot-traffic indoor locations. These are more affordable compared to billboards but still offer great visibility.

- **Street-Level Digital Kiosks**: Interactive displays located in public spaces, such as city sidewalks, bus stops, or near retail stores. These can range in price based on their location and level of interaction (e.g., touch screens or video playback).

- **Digital Signage in Healthcare Facilities**: Screens inside clinics, hospitals, or waiting rooms can be more affordable, particularly if they are used as part of an educational or awareness campaign targeting patients already seeking healthcare services.

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### 2. **Location of the DOOH Display**

The location of the screen is one of the most significant cost determinants. High-traffic, high-visibility areas tend to come with higher prices, while less visible or lower-traffic locations are more affordable.

- **Prime Locations (City Centers, Major Highways)**: DOOH in prime urban locations with large audiences is the most expensive. These locations attract more advertisers due to their high visibility and engagement potential.

- **Secondary Locations (Suburban Areas, Smaller Towns)**: Displays in suburban or less densely populated areas generally cost less.

- **Healthcare-Specific Locations**: If you target displays in healthcare facilities, the cost will depend on the specific facility, its traffic, and agreements with the venue (such as clinics, hospitals, or pharmacies).

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### 3. **Ad Duration**

DOOH campaigns are typically priced based on the duration your ad is shown on the screen. This could be a few seconds per minute in a loop or a dedicated full-screen ad space. Pricing can depend on:

- **Spot Length**: The duration of your ad (e.g., 10, 15, or 30 seconds). Shorter ads cost less but may have less impact.

- **Display Frequency**: How often your ad is displayed in rotation with others. Higher frequency (e.g., your ad showing more times per hour) generally costs more.

- **Campaign Duration**: The length of time your ad runs (e.g., daily, weekly, monthly). Longer campaigns may qualify for discounts or negotiated rates.

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### 4. **Time of Day**

Some DOOH providers charge higher rates for premium time slots, much like TV or radio advertising. Prime times include:

- **Rush Hours (Morning and Evening Commutes)**: Ads shown during these peak times command higher prices due to the increased number of people exposed to the ad.

- **Off-Peak Hours**: Advertising during off-peak times (e.g., late at night or early morning) tends to be cheaper.

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### 5. **Geographic Targeting**

Targeting specific geographic areas within a city or region can influence costs. DOOH platforms often allow advertisers to focus on high-value areas based on audience demographics. Costs may increase if:

- You target high-demand, high-income areas.

- You use geofencing technology to target viewers at a very granular level, such as within a certain radius of a clinic.

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### 6. **Programmatic DOOH Costs**

Programmatic DOOH advertising, which automates the buying and selling of digital ad space in real-time, allows advertisers to bid on ad placements. The cost is determined by:

- **Real-Time Bidding (RTB)**: You compete for ad space, and pricing can fluctuate based on demand and bidding competition.

- **Targeting Features**: Advanced targeting options, such as demographic targeting or weather-triggered ads, can increase the cost per impression but also improve ad efficiency.

- **Data Integration**: If you're using programmatic DOOH with advanced data-driven campaigns, the integration of third-party data sources (e.g., behavioral or location data) may increase costs.

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### 7. **Creative and Production Costs**

In addition to the media buying costs, there are also expenses related to producing your DOOH content:

- **Video Production**: High-quality video or animation content for DOOH screens can be expensive depending on complexity, the use of actors, script development, and special effects.

- **Ad Adaptation**: You may need to create multiple versions of the same ad to fit various screen sizes and formats. For example, the creative requirements for a vertical kiosk screen in a shopping mall may differ from a horizontal billboard on a highway.

- **Interactive Elements**: If you use interactive digital kiosks or other touch-based displays, creating custom interactive experiences may involve additional software development and creative costs.

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### 8. **Content Management and Maintenance**

Ongoing costs for DOOH may include:

- **Content Updates**: If you plan to update your content regularly (for promotions, new services, or seasonal changes), there may be fees for managing and updating the display content.

- **Digital Signage Software**: If you’re managing DOOH displays within your clinic or facility, you may need digital signage software to schedule, update, and manage your content. Subscription fees for these platforms can range from $10 to $200 per month, depending on the features.

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### 9. **Campaign Analytics**

Some DOOH providers offer detailed analytics and reporting on campaign performance, including audience impressions, interactions, and engagement metrics. Advanced analytics services can come with additional fees but offer valuable insights into the effectiveness of your campaign.

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### Typical DOOH Costs:

While exact costs vary depending on the factors listed above, here are general price ranges for different types of DOOH advertising:

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- **Digital Billboards (High-Traffic Areas)**: These typically range from $1,500 to $30,000 per month, depending on the location, duration, and display frequency.

- **Digital Signage in Malls/Airports/Transit Hubs**: Costs can range from $500 to $5,000 per month for smaller or indoor digital displays.

- **Digital Kiosks**: Rates can range from $1,000 to $10,000 per month depending on location and interaction capabilities.

- **Programmatic DOOH**: Costs can vary widely since you are bidding for space, but cost per thousand impressions (CPM) can range from $2 to $20, depending on targeting parameters and competition.

- **In-Clinic Digital Signage**: If you manage your own digital signage in a clinic, costs can include the one-time purchase of the display hardware (ranging from $500 to $5,000 per screen) and ongoing content management or software costs (monthly fees of $10 to $200).

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### Conclusion

The costs of DOOH advertising can vary significantly based on location, screen type, duration, and targeting strategies. However, DOOH offers flexibility in budgeting, allowing clinics to start small and scale up based on their needs. By investing in DOOH, clinics can benefit from increased visibility, targeted messaging, and the ability to engage audiences in real-time.

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