DOOH CPM is the cost per thousand impressions for digital out-of-home media — programmatic billboards, transit, and retail screens. Unlike online CPM, the impression count is modelled: it combines the number of plays, the screens in the buy, and measurement of who passed each screen.
Why it matters for agencies
Because impressions are estimated rather than served, DOOH CPM hinges on the measurement methodology behind it — playout data, traffic counts, and dwell time. It is the bridge metric that makes out-of-home comparable to digital channels, but only when the audience assumptions are made explicit.
Run the numbers with the free DOOH CPM calculator.