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How to buy out-of-home advertising without overpaying

This guide is what we explain to every new client before quoting. It's the kind of information usually held only by people who've been in the business for years, and it completely changes what you end up paying.

What to know before you request the first quote

1. A billboard price isn't a number, it's a range

The same face can cost very differently depending on the period, the season, whether you buy one or several, and — it has to be said — on who is asking. An advertiser who calls once a year pays differently from one who buys every month. That's why a published rate without context is almost never the rate you'll actually pay.

2. Learn the three buying units

Individual face: you buy one specific billboard for a period. Circuit: you buy a group of faces that rotate or sell as a package, with less control over which one you get. Fortnight or month: the standard contracting period; in the DR the month is most common, though some operators sell by fortnight. Comparing an individual-face price against a circuit price without realizing it is the most expensive mistake buyers make.

3. Location isn't the avenue, it's the spot

"A billboard on 27 de Febrero" can mean a face seen by all of the morning traffic, or one hidden behind a tree a hundred meters past a light. Always ask about: the traffic direction that sees it, visibility distance, obstructions, and whether it's illuminated. Ask for a recent photo, not a render.

4. Production and installation may not be included

In most cases the operator produces and installs the vinyl and you deliver the artwork. But not always. Before comparing two quotes, confirm what each includes: material production, installation, takedown, and what happens if weather damages the material mid-campaign.

5. Ask for confirmed availability, not likely availability

A large share of the time lost in out-of-home campaigns comes from quoting inventory that was already committed. Ask explicitly: "is this face confirmed for these dates, or pending another negotiation?". The answer changes how you plan.

6. Artwork comes after you know what you bought

Every format has its own dimensions, bleed and material. Designing before you have the specs guarantees you'll redo the artwork. Close the inventory first, request the spec sheets, then produce.

7. Get everything in writing

Which face, which dates, what price, what's included and who confirmed it. In a market that runs on WhatsApp, having the record is what lets you push back when something doesn't go as agreed.

Terms you'll hear

What is a fortnight (catorcena)?
A fourteen-day contracting period. Some out-of-home operators sell by fortnight instead of by calendar month; worth confirming before you compare prices.
What is a circuit?
A package of several faces sold as a single buy, sometimes with rotation between locations. It's usually cheaper per face, but you lose control over which specific face you get.
What is DOOH?
Digital Out Of Home: outdoor advertising on LED screens. It's sold by display time and repetitions per hour, not by month of physical occupancy, so comparing it against a traditional billboard isn't apples to apples.
What is a MUPI?
A street-furniture advertising panel, usually at sidewalk level and smaller than a billboard. It reaches pedestrians and slow traffic, which makes it useful in commercial areas.
What does "face" mean in out-of-home?
Each advertising side of a structure. A double-sided billboard has two sellable spaces, one per traffic direction, and they're quoted separately.

Go deeper

Guides by topic

This page is the summary. Each of these goes into detail on one specific part of the buy.

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