I recommend checking out our Billboard Advertising article to start – we give you a rundown of how much outdoor advertising tends to cost.
A typical way to calculate outdoor advertising costs is the cost per impression – or view of your ad. CPM is the cost per 1,000 impressions. Typically you pay about $3-$5 per 1,000 impressions of a billboard or outdoor advertisement.
For a mobile billboard, you want to pay close attention to the CPM. Circulation isn’t the same as an impression… a mobile billboard might be circulated to more people than a static one, since a mobile billboard can move to high traffic areas throughout the day, but how high-quality are those views? Are people looking at it long enough for it to count as an “impression?”
Most advertising companies should be able to tell you the number of impressions specifically – so make sure you’re using this to negotiate price.