Tunnel = a 1-mile stretch of road you own. Zone = a neighborhood-sized area of about 0.28 square miles that you own. Background = the whole member network, no geography limit. Full glossary
Digital out-of-home (DOOH) is the LED-screen segment of the broader out-of-home category. It covers digital bulletins on highways, digital street furniture (bus shelters, kiosks like LinkNYC), taxi-tops, and place-based displays in malls, gyms, gas stations, and airports. It shares the same physical inventory model as static billboards, but the buying model is fundamentally different.
Where a static board is a single vinyl creative leased for a four-week flight, a DOOH screen is a shared loop: several advertisers rotating through short slots, sold by daypart, by slot share, or by individual play. The AdQuick 2026 Jacksonville DOOH guide describes the shape of it plainly, about 8 seconds of exposure every 64 to 80 seconds, which is the number that matters most and gets quoted least. Your exposure is a fraction of the board's traffic. Share of voice on a Jacksonville freeway digital bulletin is quoted at $3,000 to $12,000 per unit per month, and FDOT requires a minimum 8-second static frame on interstate-facing units.
That mechanical difference unlocks four capabilities the vinyl model cannot deliver: programmatic buying through a DSP, dayparting down to narrow windows, creative rotation across multiple variants in the same flight, and real-time creative swaps triggered by weather, sports score, traffic, inventory level, or any other live data feed.
On size: the OAAA's own revenue release puts US out-of-home at $9.46 billion in 2025, up 3.6% year over year, with digital out-of-home at 36.3% of the total. That is the industry body's own figure and it is the one we use. Growth-rate and programmatic-share forecasts circulate widely, but the ones we could reach are analyst projections we cannot open at source, so we do not publish them.
For the static-billboard side of this analysis, see billboard advertising: costs, alternatives, and when it's worth it.
Up 3.6% year over year; digital out-of-home 36.3% of the total
OAAA out-of-home revenue releaseAdQuick 2026 guide, marketplace asking terms; share of voice $3,000 to $12,000 per unit per month
AdQuick, Jacksonville DOOH (secondary)DOOH is sold on CPM, cost per thousand impressions, and the impression count comes from Geopath. It is worth knowing what that count is before comparing it to anything. It is not a car count: Geopath multiplies circulation by a Visibility Adjustment Index derived from eye-tracking research, so the figure already models how likely people are to notice the ad, and the MRC finalized Out-of-Home Measurement Standards on December 4, 2025. What Geopath also says is that impressions include vehicle passengers, include duplicated views, and are 'not the number of people who see the advertisement'. The screen counts the play; the audience figure attached to that play is a model of a population, not a record of an individual. Programmatic DOOH adds another modeling layer on top: a predicted impression multiplier per play, third-party validated.
The primary cross-channel CPM comparison, published by Solomon Partners and hosted by the OAAA in 2025, puts digital place-based inventory at $7 to $16 per thousand, with out-of-home bulletins at $3 to $10 and posters at $3 to $13. Read the rest of the same table before anyone sells you DOOH on price: social media is $2 to $8 and digital display is $5 to $6. DOOH is a mid-priced impression, not a cheap one, and we make no claim that WilDi is cheaper per impression either. It sells a different unit.
For a market-level dollar figure, the AdQuick 2026 Jacksonville DOOH guide (marketplace rates labelled Q2 2026) asks $5 to $12 CPM for freeway digital bulletins on I-95, I-10 and I-295, $5 to $11 for JTB, SR-9B and US-1 digital, $12 to $22 for downtown and Southbank premium LEDs, $15 to $28 for JAX airport screens, $10 to $20 for EverBank Stadium event-adjacent inventory, $9 to $18 for St. Johns Town Center retail, and $6 to $14 for place-based. Programmatic exchange clears $4 to $11, and the open exchange specifically $3 to $6, with a practical minimum of about $1,500 to $2,000 per campaign. AdQuick is a marketplace, so those are asking prices from screen owners rather than audited rates, and we label them secondary. The one DOOH price that is platform-published rather than quoted is Blip, the self-serve digital-billboard platform, which sells plays from $0.01 per roughly 8-second play with no minimum spend.
Bulletins $3 to $10; social $2 to $8 and digital display $5 to $6 on the same table
Solomon Partners / OAAA Major Media CPM Comparison, 2025AdQuick 2026 guide, marketplace asking prices: freeway $5 to $12, downtown LEDs $12 to $22, JAX airport $15 to $28
AdQuick, Jacksonville DOOH (secondary)Roughly 8-second play, no minimum spend; platform-published
Blip Billboards pricingIncludes passengers and duplicated views; not a count of people
Geopath glossaryThe US DOOH market splits into two layers worth naming so a buyer can go ask each one directly.
On the screen-owner side, the same three operators that anchor the static billboard market also dominate digital LED inventory. Lamar Advertising (NASDAQ: LAMR, Baton Rouge, LA) runs a dense highway-bulletin digital footprint outside the top metros. OUTFRONT Media (NYSE: OUT, New York, NY) operates a deep urban portfolio including digital transit screens and street-level digital. Clear Channel Outdoor (NYSE: CCO, San Antonio, TX) skews especially digital-LED-heavy in top-25 metros. Beneath the big three sits a long tail of regional digital operators and venue-specific networks: LinkNYC kiosks, elevator screens, and place-based gym, retail, and gas-station networks. We publish no screen counts for any of them, because the counts in circulation are company marketing claims rather than measured inventory.
Clear Channel's Jacksonville market page is a fair read on what operator-published scale looks like: 124 million impressions per week, 87% of adults 18+ reached weekly, and 600+ displays. Those are Geopath-basis gross exposures, and there is no price anywhere on the page. We use it for scale only.
On the pDOOH platform side, Vistar Media operates both a supply-side and a demand-side platform and is now part of T-Mobile. Hivestack (part of Perion) is a global supply-side and yield-optimization layer. Adomni is a buying platform connecting brands to digital-screen inventory. Place Exchange is a supply-side platform for programmatic out-of-home, acquired by Broadsign. On the demand side, Vistar and Place Exchange are integrated with both Google DV360 and The Trade Desk, so a programmatic DOOH deal generally clears through the same DSP a buyer is already using for display and CTV.
None of these companies are the problem. Naming them is industry context, not a head-to-head challenge. The architecture, not the operator, is what determines whether a local-service buyer can attribute a DOOH dollar to a customer.
87% of adults 18+ weekly, 600+ displays; gross exposures, no rate card published
Clear Channel Outdoor, Jacksonville market pageHonest comparison demands honest credit. DOOH does several things no static board and no pure-digital channel can do at the same time, and there are categories where the CPM penciled cleanly even before programmatic.
DOOH is still a screen-impression-priced channel. The unit is a thousand modeled views of a screen, not one verified delivery to a specific person. Three structural limits matter for a local service operator:
First, impression measurement is modeled rather than recorded, with the same methodology static boards use. Geopath does model likelihood to notice, using a Visibility Adjustment Index built from eye-tracking research, so this is not a crude car count. But it is explicit that its impressions include passengers and duplicated views and are the gross count of exposures rather than a count of people. That is defensible for national brand reach. It is not last-mile attribution for a roof replacement. Screens fitted with cameras can go further: Quividi detects a person and the direction their head is turned, though it states in its own documentation that it is not an eye-tracking solution, and AdMobilize sells a comparable count. That is inferred attention on the screens that have the hardware, which is a real capability and still not the same as a person choosing to act.
Second, the cross-screen retargeting layer carries the same accuracy problems as billboard mobile retargeting. The device-ID passback model depends on bid-stream proximity signals, and every stage of that pipeline loses audience: horizontal GPS error in the dense urban environments where most DOOH lives, mobile-ad-ID match-rate fallout, bid-stream latency, and networks that do not publish exact screen coordinates. The geofence radius gets inflated to compensate, which dilutes who actually saw the screen. We do not publish percentages for those loss layers, because no source at our sourcing bar publishes a set of them. The mechanism is covered at how accurate is geofence billboard retargeting, and it applies cleanly to DOOH-attached retargeting because it is the same proximity-signal pipeline sourced from a digital screen instead of a vinyl board.
Third, pDOOH inherits the programmatic supply-chain rake. A DSP fee, an SSP take rate, data fees, and verification fees all stack on top of the screen-owner share, so the end CPM the buyer pays is materially higher than the screen owner receives. Individual platform take rates are not published, so we quote none. For the shape of that waterfall in programmatic generally, the ANA's quarterly transparency benchmark is the primary read and it is summarized on the Middleman Tax.
Run the math: a local roofing contractor pushes budget into pDOOH targeting their metro. After supply-chain fees and a Geopath-modeled impression count that includes everyone passing the screen (motorists, passengers, out-of-DMA traffic, renters, people who already have a new roof), and after the loop gives them about 8 seconds every 64 to 80 seconds, the share of true buyer-with-need exposure is small, modeled rather than recorded, and not retargetable into a measurable CAC. That is not a DOOH defect. DOOH was not built for that use case.
Cost Per Verified Delivery (CPVD) is the architecture local service businesses actually want a digital-real-world channel to be. Where DOOH is one screen rotating ads to whoever happens to walk or drive past, CPVD is a delivery to one opted-in phone in a specific tunnel. Location is reported by the device itself, not modeled from traffic estimates.
WilDi Maps runs a three-tier model rather than one flat unit. Each tier maps to a different precision and intent profile:
Per verified delivery, set by account tier; members earn 50%
WilDi Maps pricingThree things change versus DOOH, programmatic or direct: the location signal comes from the device of the person driving rather than from a Geopath model or a bid-stream proximity guess; the unit is one opted-in person entering a geography the operator owns rather than one thousand modeled screen exposures divided by loop share; and there is no DSP, SSP or exchange rake. The operator pays for delivery, not for an auction-cleared screen play that may or may not have reached anyone relevant.
When a person claims a delivery, they can direct-drive to the operator's location, click through to the operator's website, or open the operator's app page. CPVD pricing starts from $0.25 per verified delivery on background, set by account tier, with tunnels and zones priced for hyper-local precision. Every dollar maps to a logged delivery; a delivery nobody claims is a dollar you did not spend.
What we do not claim: more impressions per dollar. A delivery is not an impression and it is not a lead. For a local service operator on measured CAC, the architecture difference matters more than any per-thousand comparison. See what is Cost Per Verified Delivery for the full model and billboard advertising: when it's worth it for the static side of the same analysis.
Side-by-side on the dimensions a local service operator (or a national brand evaluating DOOH diversification) actually weighs. Where a channel publishes no price, the cell says so instead of guessing.
| Dimension | CPVD (WilDi Maps) | Direct DOOH buy | Programmatic DOOH (pDOOH) |
|---|---|---|---|
| Pricing unit | From $0.25 per verified delivery (background); tunnels and zones priced for hyper-local precision | $7 to $16 CPM for digital place-based (Solomon/OAAA); Jacksonville digital $5 to $28 CPM by location (AdQuick 2026) | Same inventory, cleared in auction; no platform publishes its take rate |
| Buying minimum | Pay only for verified deliveries during flight | Multi-week flight; quote-only, no published minimum | Hours to launch via DSP; minimums vary by platform |
| Geographic precision | Tunnel (1 mile road), zone (0.28 sq mi H3), or city-wide background | Fixed screen location; everyone passing sees the loop | Same screen-fixed geo; venue and metro targeting in DSP |
| What the count means | One opted-in person, once, timestamped and claimable | Geopath gross exposures, divided by loop share (5 to 7 advertisers in Jacksonville listings) | Same modeled exposures, plus cross-screen device-ID passback |
| Supply-chain layers | 0 (operator to member, no auction) | Direct to screen owner (1 hop) | DSP, SSP, exchange, data and verification fees stack |
| Real-time creative swap | Full operator control of creative and landing | Limited; loop creative typically swapped per flight | Yes: weather, score, inventory triggers via DSP |
| Attribution | Per-person delivery log; direct-drive, website, or app page | Modeled impressions; mobile retarget bolt-on | Modeled impressions plus device-ID retarget models |
| Cross-screen retarget accuracy | Not applicable; delivery is the unit | Tied to bid-stream proximity; loss at every stage, none of it published | Same as direct; same proximity-signal limits apply |
| Best fit | Local service businesses on measured CAC | Premium urban dwell, dayparted brand campaigns | National brand reach, dynamic creative, fast launch |
The product
WilDi Maps is not a single flat-rate product. You pick the tier that matches how local you need to be. All three are GPS-verified per claim, with no auction, no exchange rake, no Middleman Tax.
1-mile road strip
Premium
Hyper-local, just-in-time
Claim a one-mile stretch. When a member enters the strip, they get a just-in-time message, perfect for emergency services, on-route specials, and anything where being right there now beats brand awareness later.
Best for
0.28-square-mile area
Premium
Hyper-local, area-based
Claim a one-square-mile block, not tied to a single road. Catches the residential cluster, retail district, or industrial park where your work actually lives. Same just-in-time delivery as tunnels; different geometry.
Best for
City-wide rotation
From $0.25
per claim, tier-based
City-wide brand presence on rotation. Highest reach for the budget; best when familiarity beats precision. Per-delivery rate drops by tier (Enterprise: $0.25 / Pro: $0.32 / Local: $0.40 / Starter: $0.50). See /pricing for the live rate card.
Best for
What the member gets when an ad is claimed
If the member wants to act on the ad, the app navigates them straight to the advertiser's location.
Click-through to any URL: ordering page, brand site, blog post, lead form.
Open a specific page inside the WilDi app: promo details, daily specials, claim instructions.
See the full pricing breakdown on the pricing page.
Digital out-of-home (DOOH) is the segment of out-of-home advertising delivered on LED screens rather than static vinyl: digital bulletins on highways, digital street furniture (bus shelters, kiosks like LinkNYC), taxi-tops, and place-based displays in malls, gyms, gas stations, airports, and point-of-care venues. DOOH screens run a shared loop sold by daypart, slot share, or individual play, which unlocks programmatic buying, real-time creative swaps, and dayparted dynamic creative that static billboards cannot do. On size, the OAAA's own release puts US out-of-home revenue at $9.46 billion in 2025, up 3.6% year over year, with digital out-of-home at 36.3% of that total.
The primary cross-channel CPM comparison, published by Solomon Partners and hosted by the OAAA in 2025, puts digital place-based inventory at $7 to $16 per thousand, with out-of-home bulletins at $3 to $10 and posters at $3 to $13. For a market-level dollar figure, the AdQuick 2026 Jacksonville DOOH guide asks $5 to $12 CPM for freeway digital bulletins (share of voice $3,000 to $12,000 per unit per month), $12 to $22 for downtown LEDs, $15 to $28 for JAX airport screens and $4 to $11 on the programmatic exchange, with each advertiser getting about 8 seconds of exposure every 64 to 80 seconds; those are marketplace asking prices rather than audited rates. The one self-serve, platform-published price is Blip, which sells digital plays from $0.01 per roughly 8-second play with no minimum spend. DOOH production is digital-file-only, so there is no vinyl print or install cost, but programmatic supply-chain fees stack on top of the screen-owner share and no platform publishes its take rate.
Programmatic DOOH (pDOOH) is digital out-of-home inventory traded via real-time auction through a supply-side platform such as Vistar Media, Hivestack, Adomni, or Place Exchange into a demand-side platform such as The Trade Desk, Google DV360, or Yahoo DSP. The same physical screens that sell direct also list on these exchanges, with lower minimums, hours-to-launch activation, narrow dayparting, and dynamic-creative triggers (weather, sports score, inventory, traffic). Growth forecasts for pDOOH circulate widely, but the ones we could reach are analyst projections we cannot open at source, so we do not publish a share or spend forecast here.
All four are programmatic DOOH platforms in slightly different positions. Vistar Media operates both a supply-side platform (selling inventory) and a demand-side platform (buying inventory), and is now part of T-Mobile. Hivestack is a global supply-side and yield-optimization layer used by screen networks to connect to multiple buying platforms, and is part of Perion. Adomni is a buying platform connecting brands to digital-screen inventory. Place Exchange is a supply-side platform for programmatic out-of-home, acquired by Broadsign. Vistar and Place Exchange are integrated with both DV360 and The Trade Desk, so a pDOOH deal generally clears through the same DSP a buyer already uses for display and CTV. We do not repeat the screen counts and monthly-impression totals these platforms publish about themselves: they are marketing claims, not measured inventory.
DOOH attribution is better instrumented than static billboards, and better than critics usually allow, but it stops short of proving a person acted. Headline impression measurement is Geopath-modeled, and Geopath does adjust circulation by a Visibility Adjustment Index derived from eye-tracking research, so it models likelihood to notice rather than merely counting cars. It is also explicit that an out-of-home impression includes passengers, includes duplicated views, and is the gross count of exposures rather than the number of people who see the ad. Above that sits deterministic device exposure (<a href="/sources#place-exchange-perview">Place Exchange PerView</a>), exposure-plus-visit attribution (<a href="/sources#groundtruth-dooh-attribution">GroundTruth</a>) and camera-based attention on equipped screens (<a href="/sources#quividi-attention">Quividi</a>, <a href="/sources#admobilize-dooh-analytics">AdMobilize</a>). Cross-screen attribution layers on top by capturing device IDs in proximity to the screen and passing them to retargeting pools, and that layer loses audience at every stage: horizontal GPS error in dense urban environments, mobile-ad-ID match-rate fallout, bid-stream latency, and networks that do not publish exact screen coordinates. The geofence radius gets inflated to compensate, which dilutes who actually saw the screen. Defensible for national-brand reach and lift studies; not defensible as last-mile attribution for a local-service CAC. Most advertising currencies charge for modeled exposure, qualified impressions, or inferred attention. WilDi's billable unit is an explicit, location-verified human acknowledgment: an auditable app event in which an opted-in participant receives the advertiser's offer at the required location and explicitly acknowledges it. A tap proves an intentional human interaction occurred, not that the person gave the offer their full attention.
No. The 2025 Solomon Partners and OAAA comparison, the primary cross-channel CPM table, puts digital place-based out-of-home at $7 to $16 per thousand, against social media at $2 to $8 and digital display at $5 to $6 on the same page. DOOH is a mid-priced impression. We also do not claim WilDi Maps is cheapest per impression, because a verified delivery is not an impression and comparing the two per thousand would be dishonest. The comparison worth making is what one dollar buys and what you can prove happened to it.
Cost Per Verified Delivery (CPVD) is the pricing model WilDi Maps uses. The unit is one verified delivery to one opted-in person entering a chosen geography: a tunnel (1-mile road strip), a zone (about 0.28 square mile H3 area), or a city-wide background rotation. Pricing starts from $0.25 per verified delivery on background, set by account tier, with tunnels and zones priced for hyper-local precision, and members earn 50% of what the advertiser pays. Location comes from the device itself rather than from a Geopath model or a bid-stream proximity guess. There is no DSP, no SSP, no auction rake and no production cost, and a delivery nobody claims costs nothing. When a person claims a delivery, they can direct-drive to the operator, click through to the website, or open the app page. See <a href="/learn/cost-per-verified-delivery">what is Cost Per Verified Delivery</a> for the full architecture.
Geofence platforms buy auction impressions and infer location from bid-stream data, which is often hundreds of meters off and exposed to bot traffic. WilDi owns the delivery infrastructure end to end: the location fix comes from the person's own phone, the rate is fixed, and there is no middleman taking a cut.
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.
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.
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.
About this analysis
Written by Timm Ross, founder of WilDi Maps · Jacksonville-based · Veteran-owned. Sources cited inline; numbers updated as the underlying research updates.
Published · Last updated
More about Timm RossFixed from $0.25 per GPS-verified delivery. No auction, no exchange rake, no Middleman Tax.
