The verdict in three sentences
For a London out-of-home media owner operating 420 billboards and 15 digital screens, custom sales software costs GBP 80,000 to 180,000 in 2026, delivered in 5 to 7 months. It removes the 12 % double bookings of the spreadsheet planner, speeds up quotes, delivers geotagged proof of posting and opens screen inventory to programmatic DOOH buyers. The realistic goal is a 10-point occupancy gain, worth well over a million pounds a year on a London estate.
Why a spreadsheet planner caps occupancy
The sales director of a London OOH company sells faces along the A40, the North Circular or in Zone 1. Each salesperson keeps a version of the planner, phone holds are never released, and the same face gets sold twice. Advertisers and agencies expect proof of posting and Route audience data, yet photos arrive in batches weeks later. On digital screens, untracked spot rotation prevents selling by daypart or plugging into SSPs.
| Indicator | Spreadsheet planner | OOH sales software |
|---|---|---|
| Double bookings | 12 % of campaigns | Close to 0 % |
| Quote turnaround | 2 to 3 days | 15 minutes |
| Average occupancy | 55 to 60 % | 65 to 70 % target |
| Proof of posting delivered | Day 7 to 20 | Day 1, geotagged photo |
| Expired holds left open | Frequent | Auto release |
| Digital inventory sold programmatically | 0 % | 15 to 30 % |
Modules and 2026 cost
The core is an interactive map of faces with photos, format (48-sheet, 96-sheet, 6-sheet, digital), illumination, Route audience and rate card. Availability shows by two-week cycle. Salespeople build a media plan, generate a PDF quote, place a time-limited hold and convert it to a booking.
| Module | 2026 range (GBP) | Timeline |
|---|---|---|
| Inventory map and site records | 12,000 to 25,000 | 4 weeks |
| Availability, holds and bookings | 15,000 to 32,000 | 5 weeks |
| Quotes, media plans and contracts | 10,000 to 22,000 | 4 weeks |
| Field app and proof of posting | 10,000 to 20,000 | 4 weeks |
| Digital scheduling and play logs | 13,000 to 30,000 | 5 weeks |
| Programmatic DOOH connectors (SSP) | 12,000 to 35,000 | 5 weeks |
| Billing, Xero or Sage sync, dashboards | 8,000 to 16,000 | 3 weeks |
| Total | 80,000 to 180,000 | 5 to 7 months |
Maintenance and hosting then cost GBP 2,000 to 4,000 per month. For reference, a similar scope for a Kinshasa operator, without programmatic connectors, costs USD 20,000 to 40,000 in 4 months.
London-specific requirements
The software must track advertisement consent under the Town and Country Planning (Control of Advertisements) Regulations, with renewal dates per site, as well as TfL or borough contracts with revenue share. Agencies expect Route audience figures and standard campaign reports, and programmatic buyers need play logs that prove delivery.
| Watch point | Impact if ignored | Software response |
|---|---|---|
| Expired advertisement consent | Enforcement, site removal | Alert 90 days ahead |
| Revenue share with landlord | Disputed payments | Automatic statements |
| Screen outage | Undelivered impressions | Play log and make-good |
| Damaged poster | Unhappy advertiser | Field ticket with photo |
| Unapproved discount | Eroded yield | Approval workflow |
Mini case study
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Emma, sales director of an OOH company in West London, operates 420 faces sold at an average GBP 2,200 per four-week cycle. At 58 % occupancy, cycle revenue reaches GBP 535,920. With 10 extra points, or 42 more faces sold, she gains GBP 92,400 per cycle, about GBP 1.2 million per year over 13 cycles. Double bookings also cost her an estimated GBP 8,000 of make-goods per cycle. Software at GBP 140,000 with GBP 36,000 of yearly maintenance pays back within two cycles of extra occupancy.
FAQ
How much does OOH sales software cost in London in 2026?
Plan GBP 80,000 to 180,000 for a full project over 5 to 7 months, plus GBP 2,000 to 4,000 per month of maintenance. A first phase covering the map and bookings starts around GBP 30,000.
Does it handle classic billboards and digital screens together?
Yes, static faces are sold by cycle, screens by daypart and share of time. One media plan can combine both.
How does proof of posting work?
The installer takes a photo in the app, which records date, time and GPS coordinates. The advertiser gets a PDF report within 24 hours.
Can we sell screens through programmatic DOOH?
Yes, through connectors to the main DOOH SSPs, at GBP 12,000 to 35,000 depending on the number of platforms. Direct and programmatic sales share the same inventory without conflicts.
Can agencies check availability themselves?
An optional agency portal, about GBP 10,000 to 18,000, lets them see the map and place holds. Rates stay visible only to approved accounts.
Let's scope your project. Tell us your number of faces, screens and salespeople, and we will price a scope between GBP 80,000 and 180,000 with a 5 to 7 month plan. Detailed quote within 48 h. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
