DOOH Marketing

DOOH Advertising in Boston, MA

Nielsen DMA #9 · 2,584,460 TV homes. A live 30-mile plan around downtown reaches 10,493 active digital screens delivering 3.70 billion monthly impressions.

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New to Out-of-Home?

DOOH Marketing Platform: Plan, Buy & Measure Digital Out-of-Home Campaigns

Barely one in three Boston commuters drives alone to work — 32.9%, against a transit share of 22.6% and a work-from-home share of 21.3%^[5], an unusually split pattern for a major U.S. metro. That means a message on a single screen type never reaches the whole city; it takes a mix of gas-pump displays that catch the drivers, rideshare and subway screens that catch the transit riders, and office-lobby and apartment-building screens that catch everyone else.

That's the case for digital out-of-home (DOOH): advertising built into the places people already spend their day, wherever they're headed and however they're getting there — not a browser tab they can close. Goldfish Ads plans, buys, and measures that inventory across 100+ US markets and 35+ venue types, drawing the map exactly where the audience actually lives, works, and moves. Run it yourself in the self-serve platform and launch in under 24 hours, or hand the whole thing to our team to manage.

Plan

Search real inventory by market, venue type, and audience, then build a media plan in seconds.

Buy

Activate programmatically across every screen — run it yourself or let our team manage it, with no insertion-order back-and-forth.

Measure

Foot-traffic attribution, website lift, and brand studies close the loop on every campaign.

Here's exactly what's bookable across the Boston metro right now.

Active Screens

10,493^[1]

Monthly Impressions

3.70B^[1]

Plan Radius

30 mi^[1]

Nielsen DMA

#9^[4]

Why Boston Matters

Few downtowns pack this much financial weight into so few blocks. State Street, the S&P 500 asset servicer, sits at One Congress Street^[6]; Liberty Mutual — one of seven Fortune 500 headquarters in the city — runs its insurance business a few blocks away on Berkeley Street^[7]; and two of the country's largest privately held money managers, Fidelity and Wellington, sit blocks apart at Summer Street and Atlantic Wharf^[9]^[10]. A few miles west, Mass General Brigham's hospital campuses employ roughly 82,000 people, described as the largest private employer in Massachusetts^[8].

Boston's calendar runs on two mass-participation spectacles that shut down entire neighborhoods. The Boston Marathon, the world's oldest annual marathon, draws 500,000-plus spectators along its route every Patriots' Day^[16], and the Head of the Charles — the largest three-day regatta in the world — fills the riverbanks with roughly 225,000 spectators every October^[17].

On an ordinary weekday, though, only 32.9% of Boston workers drive alone —22.6% take transit and 21.3% work from home^[5] — a genuinely three-way split that rewards a media mix built across rideshare, transit, office, and residential screens rather than roadside inventory alone.

Live Screen Map

Every dot is a bookable digital screen in the live 30-mile Boston plan^[1]. Pan, zoom, and click any marker for venue type and impressions, or use the filter to isolate a single format. Pulled directly from the Goldfish API — no static screenshot.

Use two fingers to move the map

Use ctrl + scroll to zoom the map

See the Actual Boards

Real Google Street View of the roadside bulletins in the Boston plan^[1] — the same corners you drive past on I-93, the Mass Pike, and Route 128. Drag inside any panel to look around the intersection. Imagery is Google Street View; screens are live and bookable.

0 boards

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Inventory by Venue Type

Pulled live from the saved 30-mile Boston plan on 2026-07-04^[1], with every screen counted once. The plan carries 10,493 active digital screens delivering 3,698,331,960 monthly impressions across the metro.

Venue Type	Screens	Monthly Impressions
Rideshare / Taxi TV	3,243	104,487,720
Apartment Buildings	910	173,067,392
Convenience Stores	746	81,914,100
Gas Stations	729	27,225,995
Grocery	661	535,754,829
Bars	629	239,561,684
Movie Theaters	532	49,122,732
Casual Dining	475	227,257,116
Urban Panels	420	496,450,634
Office Buildings	348	282,600,305
Doctor Offices	298	9,619,075
Gyms	250	37,196,227
Malls	211	703,649,749
Pharmacies	195	4,981,557
Digital Billboards	180	417,305,802
Recreational Venues	157	103,820,550
Airports	126	83,030,925
Sports Venues	124	18,402,707
Other venue types	72	28,349,268
Liquor Stores	48	3,822,195
Rideshare Toppers	37	25,463,548
Subway	27	38,131,976
QSR	26	3,643,339
Hotels	26	342,809
Salons	23	3,129,726
Total	10,493	3,698,331,960

Venue types are mutually exclusive and sum to the plan total. Figures reflect the 30-mile radius around downtown Boston within the 2,584,460-home DMA.

Boston Billboard Sizes & Creative Formats

These are the actual creative dimensions accepted across the live Boston plan^[1]. A single screen can accept more than one aspect ratio — a 16:9 landscape master plus a 9:16 portrait crop for gas-pump or elevator units, for example — so the counts below are format instances, not unique screens. The market is dominated by 16:9 landscape, with a solid block of 9:16 portrait and a wide-format row built for digital billboards.

Resolution (px)	Aspect	Orientation	Format Instances
1920×1080	16:9	Landscape	13,095
1080×1920	9:16	Portrait	2,479
1280×720	16:9	Landscape	1,193
1400×400	3.5:1	Landscape (wide-format digital billboard)	740
1024×768	4:3	Landscape	591
720×1280	9:16	Portrait	280

21,138 format instances

Accept full-motion video (typically 10 or 15 seconds, silent).

17,534 format instances

Accept a static image — a single high-res JPG or PNG runs everywhere.

7,700 format instances

Support audio, concentrated in bar, gas-station, and point-of-care venues.

Ship a 16:9 and a 9:16 master and you cover nearly the entire Boston market.

How Much Does DOOH Cost in Boston?

You don't need a national media budget or an agency contract to put a message in front of Boston. Campaigns start for as little as $50 a day, with no long-term commitment attached — launch, pause, and adjust on your own schedule.

Every screen in the plan sells at one flat, transparent CPM (cost per thousand impressions): a gas station off Route 128, a downtown office lobby near State Street, or a bar in the North End, all the same price. A bigger budget simply buys more impressions across the metro, never access to a different tier of inventory. Scale up around Marathon Monday or Head of the Charles weekend, and scale back down whenever you want.

Start at $50/day

Enough to put a real message on Boston screens — test the market before you scale.

No commitment

No annual contract, no minimum term. Run a single week or run all year.

One flat CPM

Every venue type priced the same — your budget buys impressions, not access tiers.

Ready to put your brand on Boston screens?

Live on Boston screens in under 24 hours. Run it yourself or let our team handle it. No rate card, no long-term commitment.

Get Your Ad on Boston Screens

Screens Near the Places You Know

The same 10,493 screens, zoomed in on the Boston landmarks you actually walk past. Each map shows the bookable digital screens within 1.5 miles of the spot^[1] — Fenway Park, TD Garden, Faneuil Hall, Boston Common, Logan Airport, and out to Gillette Stadium in Foxborough.

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Target Screens Along Any Route, Not Just a Radius

A radius treats every screen inside the circle the same. A route is different: hand us a real drive — a highway, a daily commute, a delivery loop — and Goldfish traces it with the Mapbox routing engine^[23], then geofences every bookable screen within reach of that exact path, end to end.

Boston's road grid gives three obvious candidates: the I-93 Central Artery running through the heart of downtown between Woburn and Quincy; the I-90 Mass Pike carrying commuters in from Framingham; and the I-95/Route 128 beltway arcing from Waltham down to Braintree on the city's west and south side. Pick one to see the screens hugging it and the venue mix along the whole corridor — every dot is a live, bookable screen from the same 30-mile plan^[1].

But the routing engine doesn't stop at the metro's edge. Point it at the 115-mile summer drive down to Cape Cod — Route 3 onto US-6, all the way out to Provincetown — and Goldfish still finds more than 1,900 bookable screens the whole way, from South Shore gas stations to Cape Cod grocery, convenience, and casual-dining screens^[24]. That's the difference between buying a circle on a map and following your customer's actual route.

Map inventory is loading elsewhere — Failed to fetch.

0 bookable screens sit within 0.75 miles of I-93 Central Artery (Woburn, MA → Quincy, MA, 22.1 route miles). The mix along this corridor:

Corridor screens are filtered live from the 30-mile Boston plan [1] — or, for the long-haul route, a dedicated corridor plan [24] — against Mapbox driving geometry [23], counting each screen within the listed buffer of the route.

Screen Formats Active in Boston

Real photos of the screen formats running in the Boston plan^[1], ranked by how many screens of each are bookable here. Each format is matched to the venue types actually booking in the market — representative venue photography, not location-specific shots.

Neighborhoods & Trade Areas

Back Bay^[18]

Built on reclaimed land starting in 1859, laid out on a Paris-inspired grid of wide, tree-lined avenues — Newbury Street's boutiques, Copley Square's Trinity Church and Boston Public Library, and rows of Victorian brownstones considered among the best-preserved 19th-century streetscapes in the country.

North End^[19]

Boston's oldest residential neighborhood, settled in the 1630s and still the city's Italian-American restaurant row — a half-square-mile of colonial streets, Freedom Trail stops, and the kind of dense foot traffic that keeps a screen in view all day.

Seaport^[20]

A former industrial waterfront rebuilt into the city's Innovation District after the Big Dig buried the elevated Central Artery — now a dense cluster of office towers, hotels, and restaurants on land that barely existed as a neighborhood twenty years ago.

Beacon Hill^[21]

Federal-style rowhouses, brick sidewalks, and gas lamps climbing the hill around the gold-domed Massachusetts State House, completed in 1798 — one of the most recognizable and expensive residential streetscapes in the country.

Suggested Campaigns for This Market

Downtown financial & healthcare workforce reach

Office-building, urban-panel, and rideshare-TV screens across downtown and the Longwood Medical Area, where State Street, Liberty Mutual, and Mass General Brigham's tens of thousands of daily workers move through the same few square miles.

Build this plan →

Marathon & Regatta event surround

Bar, casual-dining, and urban-panel screens along the Marathon route and the Charles River esplanade, where Patriots' Day and Head of the Charles weekend each pack the same sidewalks with hundreds of thousands of spectators.

Build this plan →

Neighborhood retail & nightlife foot traffic

Bar, casual-dining, and convenience-store screens across the North End, Back Bay, and Seaport — the three neighborhoods carrying Boston's densest restaurant and retail foot traffic.

Build this plan →

Sports & Entertainment Footprints

Fenway Park^[11]

Opened in 1912, the oldest ballpark in Major League Baseball still seats 37,000-plus for the Red Sox at 4 Jersey Street — a century-old, single-block screen environment few markets can match.

TD Garden^[12]

100 Legends Way, downtown, seats 19,156 for the Celtics and 17,850 for the Bruins — two franchises sharing one arena and one downtown crowd nearly every night of the season.

Gillette Stadium^[14]

Home of the Patriots and the Revolution, seating 64,628 in Foxborough — about 22 miles southwest of downtown Boston, inside the plan's 30-mile radius but a genuine suburb, not the city itself.

What DOOH Delivers

Results from real DOOH campaigns run on the same venue types and audience tactics you can book in Boston. Different brands and markets — same platform, same playbook.

+130%

Consideration Lift

Banking — Betterment

Read case study →

$36.83

Return on Ad Spend

Healthcare — OTC Medication

Read case study →

29,000+

Store Visits Driven

Venue Types: Urban Panels — Auto Parts Retail

Read case study →

See all DOOH case studies →

Frequently Asked Questions About Boston DOOH

What is DOOH advertising?

Digital out-of-home (DOOH) is advertising on the digital screens you pass in the real world — bar TVs, gas-pump screens, grocery-aisle displays, and downtown digital billboards. It's a format viewers cannot skip, block, or mute, and it reaches people while they're already out in the city.

How much does DOOH advertising cost in Boston?

Boston DOOH campaigns start for as little as $50 a day with no long-term commitment. Every screen is sold at one flat, transparent CPM (cost per thousand impressions) — the same rate across every venue type — so a larger budget simply earns more impressions across the metro rather than access to different inventory.

What types of screens can I book in Boston?

The live 30-mile Boston plan carries 10,493 active digital screens across venue types including rideshare and taxi TV, apartment buildings, convenience stores, gas stations, grocery, bars, and downtown urban panels.

How many people can a Boston DOOH campaign reach?

The current Boston plan delivers roughly 3.70 billion monthly impressions across the metro, which sits in Nielsen DMA #9 with 2,584,460 TV homes.

How fast can a Boston DOOH campaign launch?

Campaigns launch in under 24 hours — plan, buy, and go live the same day, instead of the weeks that traditional out-of-home buying takes. Run it yourself in the Goldfish Ads platform, or have our team plan and manage it for you.

Nearby Massachusetts Markets

Cambridge, MA Worcester, MA Quincy, MA Providence, RI

Plan a Boston Campaign

B2C Marketing B2B Marketing DOOH Targeting

Sources

Get Your Ad on Boston Screens

Every screen in the Boston market, one place to launch it. Run it yourself or let our team handle it — live in under 24 hours.

Get Your Ad on Boston Screens