OOH glossary · Pricing
Yield
Yield is the average revenue each billboard face earns, driven by occupancy and rate.
OUTFRONT describes yield as average revenue per display. It goes up with better rates, fuller occupancy or both.
The IAB-led DOOH glossary calls yield management the work of earning the most through variable pricing.
Yield shows which faces are priced wrong. A face that is always full may be too cheap. A face that never sells may cost too much.
Formula
Yield per face = total revenue ÷ number of faces, for the same period
In Gabie
Gabie’s yield board ranks open value by traffic. Reprice ideas need 3 or more comparable faces, and never cut a face an open proposal quotes.