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Costs Per Impression: How To Maximize Your Billboard’s Reach

A wide variety of very popular billboard advertisements

So you’ve decided to take the leap and secure your first billboard. It’s normal to still have questions about the effectiveness of your choice. Where should I place it? How many people are going to see it? How much will the fees total out to? All very good inquiries that you should have an answer for going into this.

A really good question that comes up is what does the cost per impression for billboard come out to? There’s actually an adept equation for calculating this figure. A few factors need to be established before you get your answer. Read more below.

Doing the math

In the clip above, Bill gives a pretty solid breakdown of how to figure out the cost per impression. All it takes is a little math! “You take the total impressions and divide that by the cost of the billboard and then divide that by a thousand.”

Nailing down these figures depends upon a number of factors. Location, demographics, and more all play a big role. In this case, impressions refers to the number of people who are seeing your ad. This depends entirely on how many people travel by your billboard’s placement in a given day.

Likewise, the cost of your billboard depends on how much goes into its construction. If it’s a static billboard, it’s guaranteed to cost more than a digital selection. From there you have to factor in extension costs if they apply, as well as location. Prime metropolitan locations are often more expensive than rural options.

Get your billboard today with EOM

Effortless Outdoor Media can help you to ensure you get the most value out of your dollars spent. We partner with skilled designers to create an ad that you can be proud of presenting to the world. If you’re ready to take that step, reach out to us today!

Clip Transcript:

Jason Sirotin:

Hi, I’m Jason Sirotin and today I’m speaking with Bill Hobbs, who is the owner and proprietor, managing director, everything, of Effortless Outdoor Media, which is a outdoor media advertising placement company.

How do you figure out a cost per impression?

Bill Hobbs:

The cost per impression is, you take the total impressions and then you divide that by the cost of the billboard and then divide that by a thousand. So, let’s say you reach a hundred thousand people a week and you had the billboard costs a thousand dollars. Then you divide the cost of the billboard by a thousand and you end up having the cost per thousand is about a dollar.

Jason Sirotin:

Bill, thank you so much for sharing your knowledge with us today. We really appreciate it. If you’re interested in learning more about what Bill has to offer, you can visit him online at, and you can email him at


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