DOOH Advertising Pricing in Slovakia and Czechia

Digital Out-of-Home (DOOH) advertising pricing is a dynamic process influenced by various factors. This guide will walk you through the core principles of how DOOH advertising is priced, helping you understand the drivers behind costs when planning campaigns in Slovakia and Czechia.

What you are actually paying for#

When you advertise on a DOOH network, you are primarily paying for the opportunity to display your advertisement on digital screens in specific public locations for a defined period. This isn't just about a static image; it's about securing a slot within a rotating playlist on a digital display, ensuring your message reaches audiences as they move through various environments.

Your investment covers the use of the digital infrastructure – the screens, the scheduling system, and the technology that ensures your ad is delivered as planned. Essentially, you're buying 'airtime' or 'screen time' in high-traffic areas, designed to capture attention and deliver your message efficiently. With Lurity, you select locations and dates using an online planner, see the price for your specific selection instantly, upload your creative, and launch your campaign. Campaign delivery reporting is part of every campaign, providing transparency on your investment.

Pricing factors#

Several key factors collectively determine the price of a DOOH campaign. These elements interact to reflect the value and potential impact of an advertising slot. Understanding them allows for more strategic budget allocation and campaign planning.

Here are the primary components that influence DOOH advertising costs:

Duration and Daypart: How long your advertisement is displayed, both per play and over the campaign's total run time, and during which times of the day (dayparts). Frequency and Share of Voice (SOV): How often your ad plays within an hour or day on a particular screen, and what percentage of the total ad loop it occupies. Location and Footfall: The specific geographic placement of the screen, the type of venue, and the potential audience passing by. Screen Size and Quality: The physical dimensions and technical specifications of the display, which can impact visibility and creative presentation. Demand and Seasonality: Higher demand for screens during peak seasons or specific events can lead to increased pricing. Network Reach: The total number of screens, venues, and cities you include in your campaign also scales the overall cost.

These factors are not independent; they often interplay to create a nuanced pricing structure. For instance, a high-frequency slot in a prime location during peak hours will naturally command a higher price than a lower-frequency slot in a less trafficked area during off-peak times.

CPM and fixed placements#

DOOH networks typically offer different pricing models, primarily distinguishing between impression-based (often calculated as Cost Per Mille or CPM) and fixed placements. While Lurity allows advertisers to pick locations and dates to see the precise price for that selection, understanding these underlying models is beneficial.

* Impression-based pricing (CPM): In this model, you pay based on the estimated number of opportunities for your ad to be seen by 1,000 people. This approach is common in digital advertising and aims to quantify audience reach. The cost per thousand impressions can vary significantly based on the factors listed above, particularly location and estimated audience volume. This model offers flexibility and often allows for optimization based on audience delivery rather than just screen time.

* Fixed placements: With fixed placements, advertisers purchase a specific amount of screen time or a guaranteed number of plays within a set period, regardless of the estimated impressions. For example, you might purchase 10-second slots to play 6 times per hour on a particular screen for a week. This model provides predictability and ensures a consistent presence, making it suitable for brand awareness campaigns where consistent exposure is key. Lurity's self-serve booking platform operates on this principle, where the price for your selection is presented upfront, allowing you to control your investment directly.

Both models have their advantages depending on campaign objectives. Impression-based models might suit performance-driven campaigns, while fixed placements offer control and certainty over ad delivery.

Screen size and quality#

The physical characteristics of DOOH screens play a role in their valuation. Larger, higher-resolution screens in prominent locations generally command a higher price due to their enhanced visual impact and ability to capture attention from a distance.

Lurity's network includes a diverse range of screens. For example, screens with a resolution of 1920x1080 pixels are the most common, accounting for 411 screens in the network, followed by 1080x1920 (326 screens). Other resolutions, such as 2160x1080 (3 screens), 1560x624 (2 screens), 2016x672 (2 screens), and 1024x640 (1 screen), are also available. Every screen in the network is a digital display, offering both landscape (16:9) and portrait (9:16) canvases. The variety of sizes and aspect ratios means that creative adaptation might be necessary, and the cost can reflect the visual prominence and technical capabilities of the chosen display.

Screens equipped with advanced features, such as enhanced brightness for outdoor visibility or interactive capabilities, can also influence pricing. These features contribute to a more engaging viewer experience and thus are considered more valuable advertising assets.

Location and footfall#

Perhaps the most significant pricing factor in DOOH advertising is the screen's location and the audience it can reach. Premium locations with high footfall or desirable demographics will naturally have a higher cost.

Consider the Lurity network in Slovakia and Czechia. It spans 735 screens across 339 venues in 207 cities, including major urban centers like Bratislava (100 screens / 34 venues), Praha (49 screens / 12 venues), and Košice (81 screens / 23 venues). Screens in these bustling city centers or prime retail environments typically have a higher value due to the sheer volume of potential viewers.

Venue environments also play a crucial role:

Retail Malls: Screens in retail malls, like the 279 screens across 52 venues in the Lurity network, are highly sought after due to captive audiences with purchasing intent. These locations often command premium pricing. Transit Hubs: Screens in transit environments (25 screens in 7 venues), such as bus stations or train stations, reach commuters and travelers, offering repeated exposure. Residential Areas: Screens in residential buildings (120 screens in 118 venues) target local communities and can be effective for hyper-local campaigns. Other Venues: This category encompasses a wide range of environments (195 screens in 75 venues), each offering unique audience profiles. Other retail locations (103 screens in 81 venues), entertainment venues (8 screens in 4 venues), and office buildings (5 screens in 2 venues) also offer diverse reach opportunities.

The higher the estimated footfall and the more desirable the audience segment, the greater the demand for advertising space, leading to higher pricing. Lurity's inventory synchronization from the Lurity Exchange ensures that listed screens and venues reflect live availability, allowing you to choose locations strategically. Learn more about how to choose DOOH locations and screens for your campaign.

Duration and daypart#

The length of your campaign and the specific times of day your ad runs significantly impact the overall cost. DOOH advertising operates on a scheduled basis, similar to traditional broadcast media.

Campaign Duration: The total length of your campaign (e.g., one day, one week, one month) directly affects the cumulative cost. Longer campaigns generally lead to higher overall expenditure but can offer greater brand recall and message penetration over time. Ad Play Duration: The length of your individual ad spot (e.g., 5 seconds, 10 seconds, 15 seconds) within the ad loop contributes to the pricing. Longer ad spots occupy more screen time and thus cost more per play. * Dayparting: This refers to scheduling your ads to run during specific times of the day (e.g., morning commute, lunch hour, evening peak). Peak dayparts, when audience traffic is highest, are more expensive due to increased exposure potential. Conversely, off-peak hours might offer a more cost-effective way to maintain presence, albeit with potentially smaller audiences. For example, a screen in a retail mall might be most valuable during afternoon shopping hours, while a screen in a transit hub might see peak value during morning and evening rush hours.

Careful consideration of when and for how long your ad runs can optimize your budget, ensuring your message reaches your target audience when they are most receptive.

Frequency and share of voice#

Frequency and Share of Voice (SOV) are crucial metrics that define how often your ad is seen relative to other ads on a given screen. They directly influence both campaign effectiveness and cost.

* Frequency: This refers to the number of times your advertisement is displayed within a specific period (e.g., per hour, per day) on a particular screen. A higher frequency means your ad plays more often, increasing the likelihood of repeated exposure to passersby. This enhanced visibility typically comes with a higher cost per play or per campaign duration.

* Share of Voice (SOV): SOV represents the percentage of total ad time your campaign occupies on a screen's playlist. For example, if a screen has a 60-second ad loop and your ad plays for 10 seconds, your SOV is approximately 16.7%. A higher SOV ensures your ad stands out more prominently and is seen more frequently within the loop, reducing the chance of your message being lost among competitors. Achieving a higher SOV requires purchasing more ad slots or longer ad durations, which in turn increases the campaign cost. This is a strategic decision for advertisers who prioritize dominance and impact over sheer reach.

Balancing frequency and SOV with your budget requires careful planning. A lower frequency might save costs but could result in your ad being missed, while a high SOV ensures impact but at a higher investment. Lurity's self-serve platform allows you to adjust these parameters and instantly see how they affect the price, enabling you to optimize your media plan.

Production and creative costs#

While this guide focuses on media buying, it's important to remember that producing the actual advertising content incurs separate costs. These are distinct from the media placement fees discussed above but are integral to a successful DOOH campaign.

Creative costs typically include:

Design and Animation: Creating static image ads or dynamic video content tailored for DOOH screens. This includes graphic design, video production, motion graphics, and sound design (if applicable). Format Adaptation: Ensuring your creative is optimized for various screen resolutions and aspect ratios within the network. For instance, Lurity's network supports resolutions like 1920x1080 for landscape and 1080x1920 for portrait screens. Proper adaptation prevents distorted visuals and ensures your message is clear. You can find out more about what is DOOH advertising and its creative possibilities. * Testing and Optimization: Previewing creatives on different screen types to ensure optimal visibility and legibility under various environmental conditions.

Investing in high-quality, engaging creative is crucial. Even the best-placed ad won't be effective if the creative is poor or poorly adapted. These costs are usually managed by your creative agency or in-house design team and are not part of the DOOH network's media booking fees.

How to build a budget#

Building an effective DOOH budget involves a structured approach, aligning your advertising goals with the available pricing factors. Since Lurity's platform allows you to see the price for your selection before committing, you can experiment with different budget scenarios.

Here’s a step-by-step approach to budget construction:

1. Define Campaign Objectives: Are you aiming for broad brand awareness, driving footfall to specific locations, or promoting a limited-time offer? Your objectives will dictate the necessary scale, frequency, and location types.
2. Estimate Target Audience Reach: Consider the demographics and geographic areas you want to target. Use this to identify potential cities and venue types from the Lurity network inventory. For example, if you target Bratislava, you know there are 100 screens across 34 venues.
3. Prioritize Locations: Based on your target audience and objectives, select your preferred cities and venue environments. High-traffic retail malls or city centers will be more expensive but offer higher visibility.
4. Determine Duration and Dayparting: Decide on the length of your campaign (e.g., 2 weeks) and the optimal times of day for your ads to run. Allocate more budget to peak hours if maximum impact is crucial.
5. Set Frequency and Share of Voice: Establish how often you want your ad to play and what percentage of the ad loop it should occupy. This is a critical lever for adjusting costs and impact.
6. Utilize the Online Planner: The most practical step for Lurity users is to leverage the self-serve booking platform. Input your desired locations, dates, duration, and frequency to instantly see the real-time cost for your selections. This interactive process allows for immediate budget adjustments and scenario planning. For example, if your initial selection exceeds your budget, you can easily reduce the number of screens, shorten the campaign duration, or lower the frequency until the price aligns with your financial plan. You can find the planner here: /en/price
7. Account for Creative Costs: Remember to factor in the separate budget for creative development and adaptation.
8. Monitor and Optimize: After launch, use the campaign delivery reporting to understand performance and adjust future budgets based on insights. Read more about DOOH measurement and metrics explained to understand campaign effectiveness.

How to structure a media plan#

Structuring a media plan for DOOH involves strategic decision-making to maximize impact within your budget. A well-structured plan ensures your campaign is efficient and effective.

Here's a framework for structuring your DOOH media plan:

1. Geographic Targeting: Begin by identifying the specific cities and regions where your audience is most concentrated. For Lurity, this could involve focusing on larger cities like Praha (49 screens / 12 venues) or Bratislava (100 screens / 34 venues), or a combination of cities across Slovakia and Czechia. Refer to the city and venue inventory listings with live screen counts to explore options.
2. Venue Environment Selection: Choose the venue types that best align with your target audience's habits. For instance, if targeting shoppers, retail malls (279 screens in 52 venues) might be ideal. If targeting commuters, transit hubs (25 screens in 7 venues) would be more appropriate.
3. Screen Specificity: Within your chosen venues, identify the precise screens that offer the best visibility and audience fit. Consider factors like screen resolution (e.g., 1920x1080 landscape or 1080x1920 portrait) and position. Our guide on how to plan a DOOH campaign step by step offers further insights.
4. Campaign Flighting: Determine the start and end dates of your campaign. You might opt for a continuous run, or flight your campaign in bursts around specific promotions or seasonal events.
5. Ad Play Scheduling (Dayparting): Strategically schedule your ad plays during specific dayparts when your target audience is most likely to be present and attentive. This optimizes your budget by avoiding less impactful times.
6. Frequency and SOV Allocation: Decide on the optimal frequency of your ad plays and your desired Share of Voice per screen. This will balance visibility with cost-effectiveness.
7. Creative Rotation: Plan for creative variations. You might have different ad messages for different times of day, different locations, or A/B testing purposes. Ensure all creatives are adapted for the various screen resolutions in the network.
8. Budget Allocation and Monitoring: Assign specific budgets to different phases or segments of your campaign. Use the real-time pricing on Lurity's platform to adjust your selections and ensure adherence to your overall budget.

This structured approach, combined with the flexibility of Lurity's self-serve platform, empowers advertisers to create highly customized and effective DOOH campaigns.

Where to see real Lurity prices#

Unlike traditional media buying where prices might require negotiation or quoting, Lurity offers complete transparency for its DOOH network in Slovakia and Czechia.

The most direct and accurate way to see real Lurity prices for your specific advertising needs is through the self-serve booking platform. This platform is designed to provide immediate pricing feedback based on your selections.

Here's how it works:

1. Access the Planner: Navigate to the dedicated pricing planner on the Lurity website: /en/price
2. Select Locations: Browse the extensive inventory of screens across 207 cities and 339 venues in Slovakia and Czechia. You can filter by country, city (e.g., Bratislava, Praha, Košice), venue type (e.g., retail.mall, residential, transit), and even specific screen characteristics.
3. Choose Dates and Duration: Specify the start and end dates for your campaign.
4. Set Play Frequency: Define how often you want your ad to play within an hour on the selected screens.
5. Instant Price Display: As you make your selections, the platform instantly updates and displays the exact price for your chosen campaign. This real-time calculation allows you to adjust parameters like the number of screens, campaign duration, or frequency to match your budget and objectives without any commitment.

This immediate feedback loop empowers advertisers to experiment with different campaign configurations and build a media plan that perfectly aligns with their budget and advertising goals, all before committing to a purchase. It ensures that you always know the cost of your DOOH campaign upfront.