ROI of DOOH Advertising: Metrics, CPM Comparison & Brand Lift | adyoutiser Blog | adyoutiser
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ROI of DOOH Advertising: What Does Digital Out-of-Home Really Deliver?
Christian Starzengruber
Founder, adyoutiser
March 25, 2026Last updated: May 29, 20267 min read354
Digital out-of-home advertising delivers measurable results. We analyze CPM, attention rates and brand lift from DOOH campaigns -- with concrete numbers and comparisons to other channels.
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ROI of DOOH Advertising: What Does Digital Out-of-Home Really Deliver?
Anyone who invests advertising budget wants to know what comes out of it. Digital out-of-home advertising -- also known as Digital Out-of-Home or DOOH for short -- has evolved from a niche channel into a serious advertising medium in recent years. But how does DOOH compare directly with online ads, social media and traditional posters? And is getting started worthwhile even for smaller businesses?
In this article, we analyze the actual return on investment of DOOH advertising, draw on industry data and show why platforms like adyoutiser make access to this channel realistic even for SMEs.
What Does ROI Mean for Outdoor Advertising?
With digital channels like Google Ads or Meta Ads, ROI is relatively easy to measure: clicks, conversions, cost-per-acquisition. With DOOH, measurement works differently. Here it is about:
CPM (Cost per Mille): Cost per 1,000 visual contacts
Attention Rate: How long and intensively is an advertising message perceived?
Brand Lift: How much does brand awareness increase after a campaign?
Foot Traffic Uplift: How many additional visitors come into a store?
CPM Comparison: DOOH vs. Other Channels
CPM is one of the most important metrics for comparing advertising channels. Here are the average values according to current industry reports:
Channel
Average CPM
Particularly interesting: Through self-service platforms like adyoutiser, the effective CPM drops significantly. Without agency surcharges and minimum budgets, advertisers on adyoutiser pay from 2 EUR per slot per day -- which can correspond to a CPM of under 5 EUR on a high-frequency screen.
Attention: DOOH Beats Digital Channels
OOH-industry studies (e.g. Ocean Outdoor, Neuro-Insight) consistently show that DOOH advertising captures considerably more attention than comparable online banners. The reason is simple: A bright, large-format screen in public space cannot be clicked away or skipped. There is no ad blocker for outdoor advertising.
Further data supporting DOOH:
82% of passersby consciously perceive DOOH advertising (Source: OAAA)
The average viewing duration for DOOH tends to be longer than for social media ads
Consumer surveys indicate DOOH is generally perceived as less intrusive than online advertising
Brand recall for DOOH is typically substantially higher than for online display
Brand Lift: Measurably Increasing Brand Awareness
Brand lift describes the measurable increase in brand awareness after advertising contacts. Studies (including ones from Nielsen) consistently show a measurable brand lift from DOOH campaigns, often after just a few weeks of runtime.
For local businesses booking screens in Vienna through adyoutiser, the effect is particularly strong. Anyone who is regularly present at Schwedenplatz or Tourismushafen becomes anchored in the consciousness of the local target audience. This is brand building that would be hardly achievable with an online banner.
Foot Traffic: More Customers Through DOOH
The most exciting metric for local businesses is the foot traffic uplift. Studies by Placed (now Foursquare Attribution) show:
DOOH campaigns can produce a measurable local pedestrian-traffic uplift
With targeted local placement, the uplift is typically stronger
The effect often persists for some time after the campaign ends
A restaurant owner in Vienna who books a screen at Schwedenplatz through adyoutiser can directly bring more walk-in customers into their establishment. At costs from 2 EUR per slot per day, that is an exceptionally good price-performance ratio.
Why Self-Service DOOH Further Improves the ROI
Traditionally, DOOH was a medium for major brands with large budgets. Agencies, minimum bookings of several thousand euros and long lead times made it inaccessible for SMEs. Platforms like adyoutiser are fundamentally changing that:
No minimum budget: On adyoutiser there is no minimum booking. Advertisers can start from just 2 EUR per slot per day
No agency needed: Everything runs through the self-service platform on adyoutiser.com -- from upload to display
Flexible runtime: Bookable by the day, no minimum monthly runtime
Real-time control: Campaigns can be adjusted or paused at any time
Transparent costs: No hidden fees, no surcharges
This means: The ROI improves not only through the effect of the advertising itself, but also through the drastically lower entry costs. A local business can build an effective DOOH presence with 50-100 EUR monthly.
Practical Example: ROI Calculation for a Viennese Restaurant
Let's take a concrete example:
Budget: 120 EUR/month (2 slots, 30 days)
Schwedenplatz Vienna (via adyoutiser)
Note: This is an illustrative calculation — actual results depend heavily on location, season, creative, and industry. The long-term brand effect is not factored in here.
Tips for Maximum DOOH ROI
Location is king: Choose screens near your business. On adyoutiser you can see exactly where each screen is located
Clear message: You have 2-3 seconds. Focus on one core statement
Call-to-action: Give passersby a reason to act now
Repetition beats one-off: Better 2 weeks straight than a single day
Book slots at times when your target audience is out and about
FAQ: Common Questions About DOOH ROI
How quickly will I see results with DOOH advertising?
Initial effects on foot traffic are often visible in the first week. For a measurable brand lift, you should plan for at least 2-3 weeks.
Is DOOH worthwhile even for very small budgets?
Yes. On adyoutiser you can start from 2 EUR per slot per day. With just 60 EUR monthly you already have a visible presence on a high-traffic screen.
What's the best way to measure DOOH ROI?
Combine multiple methods: promo codes, QR codes, Google My Business inquiries, and compare revenue data before and during the campaign.
Is DOOH better than social media advertising?
Not necessarily better, but different. DOOH offers unmatched physical presence and higher attention rates. The best strategy combines both channels.
Conclusion
The numbers speak a clear language: DOOH advertising delivers a strong ROI, especially for local businesses. With self-service platforms like adyoutiser from Austria, the entry barriers are lower than ever before. From 2 EUR per slot per day, without an agency, without a minimum budget -- and with measurable impact on brand awareness and customer frequency.
If you want to maximize the ROI of your advertising budget, DOOH through adyoutiser is a consideration that pays off. Start today on adyoutiser.com and see for yourself.
Social Media (Meta/Instagram)
8-15 EUR
Google Display Ads
3-10 EUR
Traditional poster advertising
5-12 EUR
DOOH (programmatic)
8-18 EUR
DOOH (self-service, e.g. adyoutiser)
2-8 EUR
Screen location:
Estimated visual contacts: approx. 45,000 per month
Effective CPM: 2.67 EUR
Expected foot traffic uplift: 15-20%
Average revenue per new customer: 25 EUR
Estimated new customers through DOOH: 10-15 per month
Estimated additional revenue: 250-375 EUR
Use time of day:
Measure what's measurable: Use promo codes or dedicated landing pages
