Sources & method

Every price and statistic on this site carries an evidence level so you know how much weight it holds. We do not sell ad space, so we have no reason to inflate a number.

How to read our evidence levels

verified Primary source, confirmed directly (a regulator, a network operator, an industry measurement body). 6 sources.

reported A reputable secondary source reporting primary data (trade press, measurement vendors). 4 sources.

estimate An industry range from vendor rate cards or guides. Directional, not a quote. Treat as a starting point. 5 sources.

The figure that drives this site

Vendors quote impressions. Independent funnel data shows only 0.4 to 2% of those impressions become brand recall (Digital Signage Today, Geopath). That gap is why we report cost-per-memory next to CPM, and why our Cost & Real-Reach Estimator exists.

All sources

Source	Level
Firefly (impressions, formats, acquisitions)	verified Primary, verified
T-Mobile / Uber Advertising partnership	verified Primary, verified
VIOOH State of the Nation 2026 (programmatic DOOH)	verified Primary, verified
Geopath OOH measurement methodology	verified Primary, verified
NYC TLC in-vehicle advertising rules	verified Primary, verified
In-taxi digital signage market sizing	verified Primary, verified
Digiday: Octopus reach & CPM	reported Reported (reputable secondary)
OAAA / Nielsen DOOH effectiveness	reported Reported (reputable secondary)
AdExchanger: Lyft Media measurement	reported Reported (reputable secondary)
DASH TWO taxi advertising pricing guide	estimate Industry estimate
Digital Signage Today: the real math of DOOH impact	reported Reported (reputable secondary)
Excite OOH: London taxi advertising formats & rates	estimate Industry estimate
Taxi Wraps UK: London & UK taxi advertising costs	estimate Industry estimate
DASH TWO billboard pricing guide	estimate Industry estimate
AdQuick billboard cost benchmarks	estimate Industry estimate

Figures are industry estimates and vary by market and vendor. Nothing here is a quote. Always confirm current rates with the media owner.