First-order ROAS lies. CLV reveals which DOOH campaigns are actually profitable. Here is the correct formula and why 90% of SMBs apply it wrong.
TL;DR
Customer Lifetime Value (CLV) is total revenue from a customer over their entire relationship — minus acquisition cost. For DOOH with longer sales cycles, CLV is the only honest ROI yardstick. Formula: CLV = AOV × PF × CL × GM - CAC. Realistic CLV/CAC ratios: hospitality 4-7x, retail 3-5x, B2B SaaS 6-10x.
Why CLV matters for DOOH
Christian Starzengruber
Founder, adyoutiser
Ich habe Adyoutiser 2025 in Wien und Bratislava gestartet, weil Bildschirmwerbung keine Agentur brauchen sollte. Wir haben ein Buchungs-Tool gebaut: Bildschirm auf der Karte auswählen, Werbung hochladen, zahlen — live in unter 5 Minuten, ab €2. Wir veröffentlichen unsere Roadmap öffentlich und antworten auf jede E-Mail innerhalb von 24 Stunden.
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