Gross price is the official list price for an OOH or DOOH site before discounts, contractual terms, promotions and package solutions are applied. It is the price level used as a reference in proposals, media comparisons and overall budget planning, before the actual net price is agreed through negotiations and contracts.

How the gross price is set is closely linked to the value of the contacts a site can deliver. Location is a key factor: traffic volume, audience quality, environment and any premium positioning all influence how attractive the site is. A screen in a major commuter hub, a premium city location or an indoor site in a high‑income environment will be valued differently from a less‑trafficked spot. Format also plays a role, including size, whether the site is digital or analog, and whether it involves Innovate‑type solutions such as station domination or creative extensions with, for example, 3D elements or sensor technology. Time and season affect pricing through variations in campaign pressure and competition for the site: peak seasons with many campaigns can carry different price levels than quieter periods. Demand and exclusivity also matter, for example whether the site can be dominated by one brand or used exclusively during a given period.

Pricing is normally tied to the reach and VAC delivery of the site – i.e. how many qualitative contacts it can generate. Based on the gross price, advertisers may convert the investment into CPM, cost per thousand contacts, to compare (D)OOH with other channels in the same currency: contacts. In this way, the gross price becomes the starting point for both financial planning and effectiveness comparisons, while providing a clear structure for how different locations, formats and seasons are valued within out‑of‑home.