There is no single price for outdoor advertising in New York City. A spot on a Times Square spectacular and a month of screens in neighborhood store windows are both “outdoor advertising,” but they are priced very differently. What you pay depends on the format, the location, how long you run and how often your ad is seen.
This guide explains what drives the cost of out-of-home (OOH) and digital out-of-home (DOOH) advertising in NYC, how it is usually priced, and how to plan a campaign that fits your budget.
What drives the cost of outdoor advertising in NYC
- Format. Large billboards and spectaculars cost the most. Street furniture, transit and place-based screens inside or in front of stores usually cost less per placement.
- Location. High-profile areas like Times Square and major highways carry premium prices. Neighborhood commercial streets are usually more affordable and more targeted.
- Audience size. Placements are often valued on how many people are likely to see them, measured in impressions.
- Flight length. How many days or weeks your campaign runs.
- Share of time. On digital screens, how often your ad plays in the loop.
- Production. Printed billboards need printing and installation. Digital screens only need a digital file.
- Season and demand. Popular periods like the holidays can cost more.
How OOH and DOOH are priced
Fixed period (traditional OOH)
Static billboards and posters are usually sold for a fixed period, such as four weeks, at a set rate per location. Printing and installation are often extra.
CPM (cost per thousand impressions)
Digital screens are often priced by CPM, the cost to reach 1,000 impressions. This makes it easier to compare DOOH with online ads, and it is the standard way programmatic DOOH is bought.
Programmatic bidding
With programmatic DOOH, advertisers buy screen time through a demand-side platform (DSP). You set a budget, targeting and a maximum price, and pay for the impressions you win.
Billboards vs. neighborhood screens
| Large NYC billboards | Neighborhood store screens | |
|---|---|---|
| Best for | Broad awareness and big launches | Local reach near the point of purchase |
| Targeting | One high-traffic location | Many neighborhoods and venue types |
| Viewing distance | Far, often from a moving car or across a plaza | Close, at eye level |
| Production | Often printed and installed | Digital file only |
| Flexibility | Usually fixed for the flight | Change creative and timing digitally |
How to get more from a smaller budget
- Go local. Focus on the neighborhoods where your customers live and shop instead of paying for the whole city.
- Pick the right venues. Health brands in pharmacies, snacks and drinks in delis, grooming products in barbershops.
- Use dayparts. Run breakfast offers in the morning and evening offers after work.
- Keep creative simple. One message, large type and a clear next step.
- Ask for proof of play. Make sure you can see where and when your ads ran.
Questions to ask before you buy
- How many screens or locations are included, and where are they?
- How often will my ad play, and for how long?
- How are impressions estimated?
- Can I buy programmatically?
- What reporting will I get?
- What are the creative specs?
Want real numbers for your campaign? Request rates and availability from NYC Digital Screens and we’ll send a plan for your neighborhoods and dates.
Get on screen in New York
NYC Digital Screens runs HD screens in pharmacies, delis, barbershops and salons across New York City. Reach shoppers at the point of purchase, targeted by neighborhood. Call (800) 293-5583.
