Madison DOOH · State Street · The Capitol · Willy Street · June 2026
Office-building screens are Madison's largest format, from State Street to the Capitol Square to the Beltline commute: 28 screens at about $0.03 a play. A billboard play runs about $0.24, across 68 screens and 3 formats in total. Bookable by the hour, priced per play.
Madison billboard and DOOH (digital out-of-home) costs span from a few cents per play on urban panels to premium Capitol Square, Hilldale and landmark networks. On Blindspot, Madison screens are booked by the hour and priced per play, entry plays start around $0.27, with no contracts or minimums.
The smart Madison play isn't one screen for a month. It's the right screens at the right hours: the arteries at commute peak, the malls through the afternoon, the nightlife and tourist cores after dark.
Billboard ranking points
Directional 1–10 scores based on zone type and footfall, not audited measurements. Every zone is bookable by the hour on the platform.
The Capitol Square carries dense state-government and office traffic by day and the Farmers' Market crowd on Saturdays.
The State Street pedestrian strip between the Capitol and campus packs students, shops and the city's densest dining and going-out traffic.
The Williamson Street and Atwood Avenue corridor on the east side draws a walkable independent retail, food and creative crowd.
The Hilldale shopping center and the west-side blocks anchor the metro's affluent boutique and neighborhood dining traffic.
The Beltline freeway ringing the south side carries the metro's daily commute and the heaviest cross-town traffic.
The University of Wisconsin campus and Camp Randall Stadium pack a dense young crowd and surge on Badgers football Saturdays.
The media estate · operator partners
Blindspot puts digital out-of-home (DOOH) and classic out-of-home from Madison's media owners, Lamar Advertising, OUTFRONT Media, Clear Channel Outdoor among them, onto one map, bookable by the hour. Below: real partner screens across the city's prime zones.
Imagery from media-owner/operator partners. Locations indicative; live availability and per-screen pricing show in the platform.
Formats
From a highway bulletin to a single mall screen, Blindspot puts Madison's digital out-of-home and classic OOH formats on one map, each priced per play and bookable by the hour. The formats that matter here:
Large-format LED on highways, bridges and boulevards, motion, dayparting and dynamic triggers.
Pedestrian-scale panels and citylights in high-footfall retail and downtown corridors.
Highway and arterial bulletins built for commuter frequency on the busiest routes.
High-intent shoppers from midday to evening across the city's retail destinations.
Madison Metro bus and the Metro Rapid bus rapid transit screens plus stations and place-based screens with captive dwell.
Landmark and spectacular placements for brand statements in the city's signature locations.
Location insights
Madison sits on a narrow isthmus between Lake Mendota and Lake Monona, and it runs on state government, the university and biotech. Mornings load the Beltline (US-12/18) commute toward the Capitol Square and Downtown; evenings pull crowds to the State Street strip between the Capitol and campus, the Willy Street shops and the Atwood corridor; weekends fill the Dane County Farmers' Market on the Square and the Camp Randall crowds. Badgers football packs more than 75,000 fans on game days, and Metro Rapid runs the new bus rapid transit spine. Buy the morning commute and the State Street and game-day peaks.
State Street and the main arteries surge 7:30–10 AM and 5–8 PM. Book exactly those hours and your frequency climbs for the same budget.
Hilldale and the city's malls hold heavy footfall from noon to evening, long windows where dwell and shopping intent, not rush, do the work.
Capitol Square shifts from daytime to social and tourism after dark. Different audience, same screens, swap the creative, not the location.
Location intelligence summary
Madison doesn't have one rush hour; it has rotating audiences sharing the same streets. The only buying model that matches that is hourly: pay for the windows when your audience owns the city, skip the ones when it doesn't.
| Objective | Book these zones | Best hours |
|---|---|---|
| Brand launch | Capitol Square + State Street | 6–11 PM |
| Commuter frequency | Willy Street, State Street | 7:30–10 AM · 5–8 PM |
| Retail foot traffic | Hilldale, Capitol Square | 12–8 PM |
| B2B / decision-makers | The Beltline, State Street | Weekdays 9 AM–6 PM |
| Tourism & events | Capitol Square, Camp Randall | 10 AM–8 PM |
A month-long 24/7 rotation pays for 3 AM plays nobody sees. Hourly booking concentrates the same budget into Madison’s proven peak windows, and typically saves 30%+ versus a flat four-week flight.
Morning commuters read in 2 seconds; evening crowds dwell for minutes. Run different creative by hour on the same screens, even trigger swaps on weather or live data.
Every play is logged. Blindspot campaigns report verified plays and attribution, measured against control groups, not estimated reach.
The zones above already draw a specific buyer: health IT workers commuting The Beltline toward Epic Systems, the electronic health records company whose Verona-area campus employs more than 13,000 people and is the region's largest private employer (see DOOH for healthcare), and insurance and financial services staff filling Capitol Square and State Street on weekdays, home to American Family Insurance's downtown headquarters, a Fortune 500 insurer with more than 12,000 local employees.
Book Madison by the hour →Cite this
Pricing · updated June 2026
Per-play prices, not CPM mysteries. Live per-screen pricing and real-time availability are on every card in the platform; the ranges below reflect typical Blindspot pricing as of June 2026.
| Format | Price per play | Typical presence | Why it works |
|---|---|---|---|
| Roadside & freeway digital | from ~$0.27 per play | $100 buys hourly bursts on the Beltline | drive-time commuter reach |
| Capitol Square digital spectacular | from ~$0.46 per play | the downtown civic core | office and market-crowd dwell |
| State Street campus digital | from ~$0.42 per play | the pedestrian strip to UW | student and going-out audiences |
| Willy Street retail digital | from ~$0.38 per play | the east-side independent corridor | younger walkable retail crowd |
| Metro Rapid screens | from ~$0.29 per play | the bus rapid transit spine | walk-up urban commuters |
No minimums · no contracts · pay per verified play · hourly scheduling per screen
Four things move the price on any Madison screen: the format (pricing runs higher on metro Rapid screens than on roadside & freeway digital), the zone (Capitol Square & Downtown carries the highest footfall premium), the daypart (peak commute and evening hours price above the overnight lull), and how far in advance you book, since the busiest zones and formats sell out first.
What a campaign costs
Because you pay per play and schedule by the hour, your budget buys the exposure you actually need, not filler plays, so it works as hard on a big campaign as on a small one, with no minimum. Here's what budgets realistically buy. Live numbers per screen are in the platform.
Commute test
A week of morning and evening bursts on the Beltline into the Capitol Square.
Multi-zone Madison push
Capitol Square, State Street and Willy Street running together across peak dayparts.
Badgers game-day flagship
Full Capitol Square and State Street saturation timed to Badgers home games and the Farmers' Market season.
FAQ
No. Blindspot books time on screens that are already installed and permitted by their media-owner operators, Lamar Advertising, OUTFRONT Media, Clear Channel Outdoor among them, so you're leasing airtime on an existing structure, not erecting a new one.
Specs vary by screen: orientation, resolution and file format differ from one panel to the next. Every screen shows its exact requirements in the platform before you upload, so there's no separate spec sheet to track down before you book.
Yes. Every Madison screen on Blindspot is bookable by the hour, with no minimum contract and no retainer. You pick the exact windows, so you can buy the morning commute on State Street, the afternoon retail stretch around Hilldale & the West Side, or the evening social hours in Capitol Square & Downtown, and skip everything between. Because you pay per play instead of for a fixed four-week flight, the same budget concentrated into proven peak windows buys more useful frequency than the same money spread across every hour including the overnight ones nobody sees. Availability and the per-play price are visible before you commit, and you can start with one screen and one daypart.
Blindspot puts the bookable digital out-of-home screens across Madison on a single map: roadside and boulevard LED, street-level panels and citylights, transit and station screens, mall and place-based displays, and landmark placements, all priced per play and bookable by the hour. That spans zones from Capitol Square & Downtown through to Camp Randall & UW. The underlying screens are owned and run by media operators such as Lamar Advertising, OUTFRONT Media and Clear Channel Outdoor, and Blindspot books time on their existing, already-permitted structures rather than reselling a fixed package. You see each screen, its zone, its per-play price and its live availability before committing, so you are choosing specific screens and hours rather than buying an unspecified network bundle.
Often within hours: upload, pass creative pre-check, and digital screens need no printing or installation. Content approval typically averages around two business days across networks.
More than most people expect, because you are buying plays rather than weeks. A $500 budget in Madison typically funds a multi-day hourly presence on a high-traffic corridor such as State Street, a concentrated burst across the busiest retail and transit screens at peak hours only, or thousands of plays on central urban panels where the per-play price is lowest. At entry prices around $0.27 per play, the arithmetic is straightforward and visible before you commit. What it will not stretch to is 24/7 coverage of a landmark spectacular, and that is the point of hourly buying: concentrate a small budget where and when it is seen instead of thinning it across hours with no audience.
No. Blindspot has no minimums, retainers or platform fees; you can run a focused hourly burst on a single screen or a full multi-zone Madison campaign.
How to book
No sales calls, no contracts, self-serve from the map to live creative.
01
Open the map, filter Madison by zone and format, and select the exact screens and the exact hours your audience is out.
02
Every screen shows its price per play and real-time availability before you commit. Build the plan; the running total is always visible.
03
Upload creative, pass pre-check, and go live, often within hours. Track verified plays and attribution as the campaign runs.
Keep exploring
The isthmus. Your hour.
Pick the screens, pick the hours, see the price per play, live in hours.
