DOOH Billboard Operator Booking and Proof-of-Play Software: 2026 Build Cost

The verdict in three sentences

A billboard operator managing 60 LED screens in Lomé from a spreadsheet loses money on every unsold slot and every playback dispute. A custom booking and proof-of-play application costs between 7,000,000 and 16,000,000 FCFA (about 10,700 to 24,400 EUR) in 2026, depending on the modules and the integration with the screen players. The payback is fast: moving from 45% to 70% occupancy across 60 screens adds tens of millions of FCFA in annual revenue.

Why spreadsheets block a DOOH operator's growth

In Lomé, digital out-of-home advertising concentrates on a few high-traffic corridors: Boulevard du 13 Janvier, the Déckon junction, the airport road, Agoè and the port area. Each screen plays a loop of 10 to 30 second spots, and each loop is sold by time band. With a spreadsheet, the sales director cannot see in real time which slots are still free, sales reps step on each other and double bookings happen. Above all, when an advertiser disputes a broadcast (screen off after a power cut, spot missing on Saturday night), the operator only has a photo sent over WhatsApp to defend itself. The result: credit notes, invoices paid at 60 or 90 days and campaigns that are not renewed.

Modules and their development cost

The software is built in blocks. Slot planning is the core: a grid per screen, per day and per time band, with the number of plays per loop. The quote module automatically prices by location, time band (peak hours cost more), campaign length and volume discounts. Screen scheduling pushes playlists to the players (BrightSign, Novastar, Android boxes) instead of a USB stick. Proof of play combines the player logs and time-stamped photos taken by technicians on their rounds. Finally, invoicing generates compliant invoices and chases unpaid ones.

Also budget for hosting and maintenance: 75,000 to 150,000 FCFA per month depending on photo storage volume and support level. International DOOH management SaaS often charges 15 to 40 USD per screen per month, that is 500,000 to 1,400,000 FCFA monthly for 60 screens, without invoicing adapted to the Togolese market or mobile money payment.

Technical points to scope before launching

Three topics drive the budget. First, the player fleet: if it is mixed, automatic log collection requires one connector per brand, adding 15 to 25% to the scheduling module. Second, connectivity: many screens run on 4G routers, so the software must tolerate outages by storing logs locally and syncing later. Third, power cuts: the dashboard must distinguish a broken screen from a screen without power, so compensation owed to advertisers is calculated transparently. A 2 to 3 week scoping phase sets these rules and avoids change orders.

Mini case study

Komi, sales director of a billboard operator in Lomé, runs 60 screens. Each screen sells 12 time bands per day at an average of 4,500 FCFA per band, a potential of 60 × 12 × 4,500 × 30 = 97,200,000 FCFA per month. At 45% occupancy he bills about 43,700,000 FCFA. At 65%, thanks to real-time planning and 10 minute quotes, he reaches 63,200,000 FCFA, that is 19,500,000 FCFA more per month. Even with a cautious assumption of only 5 occupancy points gained, the monthly gain exceeds 4,800,000 FCFA. A 12,000,000 FCFA application therefore pays for itself in under 3 months in the cautious scenario, not counting the 4,000,000 FCFA of annual credit notes avoided.

FAQ

How long does it take to build DOOH operator software?

Allow 3 to 5 months for a full version, including 2 to 3 weeks of scoping. A first release with planning and quotes can ship in 8 to 10 weeks so you start selling better while the other modules progress.

Does the software work with our current screens?

Yes in most cases, provided the players expose their playback logs (Novastar, BrightSign, Android boxes). For a mixed fleet, plan 15 to 25% extra budget on the scheduling module.

How do we prove playback after a power cut?

The software cross-checks player logs, screen connection status and time-stamped photos from field rounds. The report sent to the advertiser shows actual plays and calculates compensation automatically, cutting disputes from 10 to 15 per quarter down to 1 or 2.

Can advertisers pay with Wave or mobile money?

Yes, the invoicing module can add a Wave, T-Money or Flooz payment link to each invoice. SME advertisers then pay within days instead of 75 days on average.

What is the monthly cost after go-live?

Hosting and maintenance run 75,000 to 150,000 FCFA per month. That is 4 to 10 times less than per-screen SaaS for a 60 screen fleet.

Let's scope your project. Send us your screen count, locations and current sales process: we price the scope between 7,000,000 and 16,000,000 FCFA with a 3 to 5 month delivery plan. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.