Billboard Cost vs CPVD Calculator: How Far Does Your Budget Actually Go?

The primary cross-channel comparison is the 2025 Solomon Partners study hosted by the OAAA, which draws its out-of-home lines from executed contracts rather than asking prices: bulletins $3 to $10 CPM, posters $3 to $13, transit shelters $2 to $8. This calculator uses the bulletin range. Worth reading the rest of that table before anyone sells you a board on price, because social media sits at $2 to $8 and digital display at $5 to $6 on the same page. For the local market the calculator runs on the AdQuick 2026 Jacksonville guide's blended traditional-billboard CPM of $5 to $12: static bulletins at $1,800 to $6,500 per four-week flight, posters at $800 to $2,200, junior posters and bus shelters from about $450, and digital from $5 to $12 CPM on freeway bulletins up to $15 to $28 at JAX airport, on a board that gives each advertiser about 8 seconds of exposure every 64 to 80 seconds. AdQuick is a marketplace, not a measurement body, so those are secondary asking prices; Alluvit's cross-section of the 67 most popular Jacksonville boards reads $3,993 average per four-week period at a $3.30 CPM. Production and creative are billed separately by the vendor, and the AdQuick guide's marketplace range is $400 to $1,400 per static unit.

A CPM bills you per thousand modeled exposures, whoever they were. Cost Per Verified Delivery bills from $0.25 when one opted-in person, driving through the area you chose, claims your offer on their own phone. A WilDi verified delivery is not an estimated impression: it is an auditable app event in which an opted-in participant receives the advertiser's offer at the required location and explicitly acknowledges it. Most advertising currencies charge for modeled exposure, qualified impressions, or inferred attention; a tap here proves an intentional human interaction occurred, though not that the person read every word. The rate is set by account tier: Enterprise $0.25 at $3,000 a month or more, Pro $0.32 at $1,000, Local $0.40 at $250, Starter $0.50. Tunnels (1-mile road strips) and zones (about 0.28 square mile areas) cost more than the background rate for hyper-local precision. A delivery is not an impression and it is not a lead, so the two columns in this calculator are different units side by side, not a like-for-like price comparison.

Because a billboard's headline number is not a count of people. It is also not a raw car count: Geopath, the out-of-home industry's own measurement body, multiplies circulation by a Visibility Adjustment Index derived from eye-tracking research, so the figure already models how likely people are to notice an ad, and the MRC finalized Out-of-Home Measurement Standards on December 4, 2025. What Geopath also says is that an OOH impression includes vehicle passengers, includes duplicated views, and that impressions 'are not the number of people who see the advertisement, they are the gross count of all the exposures'. Some discount is therefore required before that number can be compared to anything. The size of the discount is OURS. Thirty percent is our own working assumption, not a measured figure from Geopath, the OAAA or any other source, and the real share varies by board, location, season and category. We show the gross impression count alongside it so you can see exactly what the assumption is doing, and you can ignore it if you think it is wrong.

One offer reaching one opted-in person's phone as they move through an area the advertiser bought, billed only when that person claims it. The advertiser does not pay for impressions, attempts or estimated reach, and an unclaimed delivery costs nothing. It is not a lead: nobody has asked for a quote or given you their number. It is a delivery you can point at, with a time and a place, which is a different thing from a thousand exposures you cannot.

No, and we will not claim it. WilDi does not sell impressions at all, so there is no CPM to compare, and on the Solomon Partners and OAAA table for 2025 the cheapest channels per thousand are social media at $2 to $8 and digital display at $5 to $6, not out-of-home. What a verified delivery buys is a different unit: one opted-in person, one claim, one timestamp, with no auction and no exchange between you and the phone. Comparing the two is a question of what you can prove happened to the money, not of who has the lower CPM.

Background is the metro-wide rotation tier, and it is the only rate this calculator uses. Tunnels (1-mile road strips) and zones (about 0.28 square mile areas) deliver hyper-local just-in-time messages and are priced above the background rate for that precision. Exact tunnel and zone pricing is quoted per campaign, so ask sales for a specific corridor.

One verified delivery of your offer to the phone of one real person who was physically inside your chosen geography at that moment, confirmed by GPS on the device itself. That person also taps to acknowledge the offer, so a delivery is never an invisible impression. Bots, background tabs, and off-screen impressions cannot generate one. You are billed only when a verified delivery happens.

Four public tiers: Starter ($50 minimum deposit, background only), Local ($250, up to 2 tunnels and 1 zone), Pro ($1,000, up to 8 tunnels and 5 zones), and Enterprise ($3,000, up to 25 tunnels and 15 zones). Per-delivery background rates step down by tier, from $0.50 on Starter to $0.25 on Enterprise. An Agency tier is available through sales.

The Starter tier opens with a $50 deposit, and that deposit becomes your ad budget. Background deliveries on Starter run $0.50 per verified delivery, so the first deposit buys 100 GPS-verified deliveries to the phones of real local people out on the road. There is no auction and no platform fee stacked on top.

Background reaches everyone active in the WilDi app: nationwide by default, or limited to one area you choose (your city, your side of town) so budget is never spent outside it. A zone is a neighborhood-sized area you hold exclusively: while it is yours, no competitor can run there. A tunnel is a one-mile stretch of road you can place anywhere, and it follows the road's contours, ideal for the approach to your shop or a route your customers already drive.