How much does digital signage advertising cost?Rates and CPM
Digital signage ad space is usually sold in two ways: a flat monthly rate for a 15-second slot, or a price per 1,000 impressions (CPM) on programmatic exchanges. In the US, the average programmatic out-of-home CPM was $7.62 in the second half of 2024. Your own rate depends on how many screens you have and how often each slot plays.
How ad slots are priced
| Model | How it works | Where it is common |
|---|---|---|
| Flat rate per slot | One 15-second slot in the loop, sold by the month | In-store, mall and venue networks sold directly |
| CPM | A price for every 1,000 impressions | Programmatic exchanges for digital out-of-home (DOOH) |
A loop is one full cycle of every slot on the screen. For example, a Japanese bank that sells ads in its branch lobbies runs a loop of about 15 minutes (about 7 minutes of bank notices and about 8 minutes of ads, roughly 30 slots), so each ad plays 24 times a day per branch.
Published rate examples
According to Place Exchange, as reported by MediaPost in February 2025, the average programmatic out-of-home CPM in the US was $7.62 in the second half of 2024, up from $7.16 in the first half. Retail and health and beauty venues also saw higher CPMs.
Flat rates vary widely by venue. These are monthly rates for one 15-second slot from rate cards published in Japan:
| Venue | Screens | Monthly rate |
|---|---|---|
| Bank branch lobbies | One per branch, 91 branches | ¥5,000–¥20,000, depending on the area |
| Shopping mall, whole building | 6 | From ¥100,000, excluding tax |
| Shopping mall, whole building | 11 | From ¥250,000, excluding tax |
Sources: Toho Bank, Ario Ueda and Ario Yao (Japanese, checked in October 2026). The bank's rate card does not say whether tax is included.
What drives the price
| Factor | Higher rates when |
|---|---|
| Number of screens | One slot runs on more screens |
| Location | Many people pass by or wait nearby |
| Plays per month | The loop is short or opening hours are long |
| Screen size | The screen is large and visible from a distance |
| Reporting | You can report viewers as well as plays |
Adding slots makes the loop longer, so each slot plays fewer times. Decide the number of slots you sell and the plays you promise per slot together.
Work out a cost per play
Dividing the monthly rate by the number of plays makes rates easier to compare.
| Step | Example (illustrative figures) |
|---|---|
| Plays per screen per day | 10 opening hours ÷ a 10-minute loop = 60 plays |
| Plays per month, all screens | 60 plays × 30 days × 10 screens = 18,000 plays |
| Cost per play | $200 per slot ÷ 18,000 plays = about $0.011 (about $11 per 1,000 plays) |
Show advertisers the expected plays per month next to your rate. The Japanese bank above, for example, lists 528 plays per slot per branch each month (once every 15 minutes, 6 hours a day, 22 business days) right next to its price.
A play is not the same as an impression. With AI camera-equipped screens, you can also quote a price per 1,000 viewers. To learn how viewers are counted, see What AI cameras tell you about your signage audience.
Tokyo AdCast exports play counts by screen and by video as CSV.Use the same numbers behind your rates in your advertiser reports.
What it costs to run a network
Before setting rates, list what it costs you to run the screens.
| Cost | Typical range |
|---|---|
| Signage software (CMS), self-serve and mid-market | $10–$30 per screen per month |
| Signage software (CMS), enterprise | $40–$100+ per screen per month |
| Commercial display | $600–$2,500 |
| Media player | $150–$500 per screen |
Ranges are from CrownTV's cost guide (updated September 2026). Installation, internet and power costs vary by location.
Tokyo AdCast costs $12 per screen per month, and devices start at $270 (15.6-inch). All prices exclude tax.
How to set your rates
- Count the plays you can sell Work out how many times one slot plays per month from your screens, opening hours and loop length.
- Spread your costs over the slots Divide your monthly running costs by the number of slots you expect to sell to find your minimum rate per slot.
- Compare with similar venues Check the rates of networks with a similar venue type and screen count.
- Decide what you will report Choose how you will report plays, and state it on your rate card.
For reporting, see What is a proof-of-play report? To plan your launch, see How to start in-store signage advertising.
FAQ
How are 30-second ads counted?
Some networks count them as two slots, because they use two 15-second slots in the loop.
Can advertisers book less than a month?
It depends on the network. One Japanese bus network, for example, adds a 10% short-term surcharge for bookings under a month.
What if the advertiser has no video?
Production is charged separately. One Japanese bank lists about ¥20,000 for a slideshow of still images and about ¥100,000 for a filmed video.
Summary
- Signage ads are sold as a flat monthly rate per slot or as a CPM
- The average US programmatic out-of-home CPM was $7.62 in the second half of 2024
- Divide the rate by the plays to compare cost per play
- Set a minimum rate from your costs and the plays you can sell, then compare with similar venues
Try the dashboard yourself.With a trial account, you can register one screen and play your own ads.