DOOH Marketing
DOOH Advertising in Lansing, MI
Nielsen DMA #117 in its own right — a standalone Michigan market, not shared with Detroit or Grand Rapids — with 265,830 TV homes. A live 30-mile plan around downtown Lansing reaches 1,213 active digital screens delivering 172.8M monthly impressions across the Capitol complex, Michigan State University, and the auto-manufacturing corridor.
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DOOH Marketing Platform: Plan, Buy & Measure Digital Out-of-Home Campaigns
Lansing carries its own Nielsen media market[3] — rank #117, not folded into Detroit's or Grand Rapids' numbers the way some state capitals share a DMA with a bigger neighbor. That means a standard 30-mile radius around downtown does the job cleanly here: it reaches the Capitol complex, the Michigan State University campus in East Lansing a few miles east, and the GM assembly plants on the west side, all inside one plan without double-counting anyone else's screens.
That's the same idea behind digital out-of-home (DOOH) advertising generally: a message on the screens already built into daily life — gas-pump displays, movie-theater lobbies, grocery aisles, bars, and office buildings — reaching people wherever they actually are instead of a browser tab they can close. Goldfish Ads plans, buys, and measures that inventory across 100+ US markets and 35+ venue types. Run it yourself in the self-serve platform and launch in under 24 hours, or hand the whole thing to our team to manage.
Plan
Search real inventory by market, venue type, and audience, then build a media plan in seconds.
Buy
Activate programmatically across every screen — run it yourself or let our team manage it, with no insertion-order back-and-forth.
Measure
Foot-traffic attribution, website lift, and brand studies close the loop on every campaign.
Here's exactly what's bookable across that 30-mile Lansing footprint right now.
Why Lansing Matters
Lansing is Michigan's state capital, and state government is its single largest employer at 14,390 workers as of a 2018 count[5] — a workforce concentrated around the Capitol's 160-foot rotunda[8], dedicated in 1879 and a National Historic Landmark since 1992[8]. Michigan State University, based just east in East Lansing with 51,838 students and staff as of spring 2026[6], and General Motors — which builds the Cadillac CT5/CT5-V at its Lansing Grand River plant inside the city, and the Buick Enclave, Chevrolet Traverse, and GMC Acadia at its Delta Township plant just west of it[14][15] — round out the metro's three defining industries: government, education, and automobile manufacturing.
The city's own layout traces back to those same industries: REO Town, at the confluence of the Grand and Red Cedar Rivers, is where Ransom E. Olds built his original automobile factories along Washington Avenue[2] — literally the birthplace of Michigan's auto industry, in a Lansing of 112,644 residents[2] and a broader Lansing-East Lansing metro of 473,203[2].
On an ordinary weekday, 66.9% of Lansing-area workers drive alone with a mean commute of 18.9 minutes[4], while Silver Bells in the City fills downtown every November[12] and the East Lansing Art Festival draws tens of thousands of spring visitors[13] — each adding a concentrated wave of foot traffic to the calendar.
Live Screen Map
Every dot is a bookable digital screen in the live 30-mile Lansing plan[1]. Pan, zoom, and click any marker for venue type and impressions, or use the filter to isolate a single format. Pulled directly from the Goldfish API — no static screenshot.
See the Actual Boards
Real Google Street View of the roadside screens in the Lansing plan[1] — the same corners you drive past on I-96, I-496, and US-127. Drag inside any panel to look around the intersection. Imagery is Google Street View; screens are live and bookable.
Inventory by Venue Type
Pulled live from the saved 30-mile Lansing plan on 2026-07-05[1], with every screen counted once. The plan carries 1,213 active digital screens delivering 172,839,080 monthly impressions across the Lansing metro.
| Venue Type | Screens | Monthly Impressions |
|---|---|---|
| Gas Stations | 261 | 12,243,630 |
| Movie Theaters | 221 | 27,257,437 |
| Bars | 117 | 17,948,158 |
| Grocery | 113 | 18,829,146 |
| Doctor Offices | 103 | 3,061,521 |
| Convenience Stores | 64 | 12,652,983 |
| Casual Dining | 60 | 19,719,257 |
| Office Buildings | 52 | 2,476,901 |
| Billboards | 30 | 24,724,191 |
| Rideshare / Taxi TV | 30 | 30,710 |
| Urban Panels | 26 | 3,859,024 |
| Apartment Buildings | 25 | 1,704,073 |
| Liquor Stores | 24 | 952,456 |
| Gyms | 21 | 2,806,703 |
| Pharmacies | 12 | 1,312,166 |
| Salons | 11 | 3,084,719 |
| Colleges | 9 | 545,511 |
| Other venue types | 34 | 19,630,494 |
| Total | 1,213 | 172,839,080 |
Venue types are mutually exclusive and sum to the plan total. Figures reflect the 30-mile radius around downtown Lansing within the standalone 265,830-home Lansing DMA.
Lansing Billboard Sizes & Creative Formats
These are the actual screen sizes running in the live Lansing plan[1], counted as unique screens. You don't build a file per screen — you build one creative per aspect ratio and export it to each resolution. The market is mostly 16:9 landscape, with a block of 9:16 portrait for apartment-lobby and gas-pump screens.
| Resolution (px) | Aspect | Orientation | Screens |
|---|---|---|---|
| 1920×1080 | 16:9 | Landscape | 869 |
| 1080×1920 | 9:16 | Portrait | 87 |
| 1280×720 | 16:9 | Landscape | 66 |
| 720×1280 | 9:16 | Portrait | 21 |
| 1400×400 | 7:2 | Landscape | 20 |
| 728×90 | 364:45 | Landscape | 18 |
1,041 screens
Accept full-motion video (typically 10 or 15 seconds, silent).
864 screens
Accept a static image — a single high-res JPG or PNG runs everywhere.
672 screens
Support audio, concentrated in gas-station and point-of-care venues.
Listed formats cover 1,081 of the 1,213 screens; the balance run small banner units or publisher-defined sizes. Ship a 16:9 and a 9:16 master and you cover nearly the entire market.
How Much Does DOOH Cost in Lansing?
You don't need a national media budget or an agency contract to put a message in front of Lansing. Campaigns start for as little as $50 a day, with no long-term commitment attached — launch, pause, and adjust on your own schedule.
Every screen in the plan sells at one flat, transparent CPM (cost per thousand impressions): a gas station near the Capitol, a movie-theater lobby by MSU, or a bar downtown, all the same price. A bigger budget simply buys more impressions across the footprint, never access to a different tier of inventory. Scale up around Silver Bells in the City or the East Lansing Art Festival, and scale back down whenever you want.
Start at $50/day
Enough to put a real message on Lansing screens — test the market before you scale.
No commitment
No annual contract, no minimum term. Run a single week or run all year.
One flat CPM
Every venue type priced the same — your budget buys impressions, not access tiers.
Ready to put your brand on Lansing screens?
Live on Lansing screens in under 24 hours. Run it yourself or let our team handle it. No rate card, no long-term commitment.
Screens Near the Places You Know
The same 1,213 screens, zoomed in on the Lansing landmarks you actually drive past. Each map shows the bookable digital screens within 1.5 miles of the spot[1] — the Capitol's 160-foot rotunda[8], Boji Tower, the city's tallest building since 1931[7], Jackson Field[9], Potter Park Zoo's 102 acres[10], MSU's Wharton Center[11], and historic Old Town.
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Target Screens Along Any Route, Not Just a Radius
A radius treats every screen inside the circle the same. A route is different: hand us a real drive — a highway, a daily commute, a delivery loop — and Goldfish traces it with the Mapbox routing engine[16], then geofences every bookable screen within reach of that exact path, end to end.
Lansing's freeway loop gives three obvious candidates: I-96 running east-west through the metro; I-496, the downtown connector that carries traffic straight past the Capitol; and US-127 running north-south, co-signed with I-496 through the city center. Pick one to see the screens hugging it and the venue mix along the whole corridor — every dot is a live, bookable screen from the same 30-mile plan[1].
0 bookable screens sit within 0.75 miles of I-96 East-West Spine (Williamston, MI → Grand Ledge, MI, 30.9 route miles). The mix along this corridor:
Corridor screens are filtered live from the 30-mile Lansing plan [1] against Mapbox driving geometry [16], counting each screen within the listed buffer of the route.
Screen Formats Active in Lansing
Real photos of the screen formats running in the Lansing plan[1], ranked by how many screens of each are bookable here. Each format is matched to the venue types actually booking in the market — representative venue photography, not location-specific shots.
Neighborhoods & Trade Areas
Downtown & the Capitol Complex[2]
Dominated by the State Capitol and state government office buildings, with a downtown core that has added new restaurants, retail, and residential development in recent years.
Old Town Lansing[2]
A historic riverfront district just north of downtown, packed with architecturally significant buildings dating to the mid-19th century.
REO Town[2]
Sitting at the confluence of the Grand River and Red Cedar River, this is where Ransom E. Olds built his automobile factories along Washington Avenue — the birthplace of the U.S. auto industry.
Eastside[2]
The city's most ethnically diverse side, anchored commercially by Frandor Shopping Center at its eastern edge along Michigan Avenue.
East Lansing & Michigan State University[6]
The MSU campus and downtown East Lansing corridor — 51,838 students and staff on the doorstep of the Lansing plan, a few miles east of the Capitol.
Suggested Campaigns for This Market
State government & office workforce reach
Office-building, doctor-office, and gas-station screens geofenced to the Capitol complex commute pattern — the state's own workforce, concentrated downtown.
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MSU & East Lansing student reach
Movie-theater, apartment-building, and casual-dining screens across the plan's two largest venue categories — the highest-density formats around campus and downtown.
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Auto-manufacturing workforce reach
Gas-station and convenience-store screens along the commute corridors into Lansing Grand River Assembly and Lansing Delta Township Assembly.
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Sports & Entertainment Footprints
Jackson Field (formerly Cooley Law School Stadium)[9]
Seats 7,527 plus 2,000 lawn/patio/standing room; opened in 1996 and has been home to the Lansing Lugnuts (Midwest League) ever since.
Wharton Center for Performing Arts[11]
Michigan State University's four-stage performing-arts complex — the Cobb Great Hall alone seats 2,254, with the MSU Concert Auditorium holding 3,600.
What DOOH Delivers
Results from real DOOH campaigns run on the same venue types and audience tactics you can book in Lansing. Different brands and markets — same platform, same playbook.
✓
Incremental Dealership Visits
Automotive — Truck Campaign
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+51%
Awareness Lift
Education — Higher Education
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+64%
Familiarity Lift
B2B — HR Solutions
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Frequently Asked Questions About Lansing DOOH
What is DOOH advertising?
Digital out-of-home (DOOH) is advertising on the digital screens you pass in the real world — gas-pump displays, movie-theater lobbies, grocery aisles, bars, and office buildings. It is a format viewers cannot skip, block, or mute, and it reaches people while they are out living their day.
How much does DOOH advertising cost in Lansing?
Lansing DOOH campaigns start for as little as $50 a day with no long-term commitment. Every screen is sold at one flat, transparent CPM (cost per thousand impressions) — the same rate across every venue type — so a larger budget simply earns more impressions across the metro rather than access to different inventory.
What types of screens can I book in Lansing?
The live 30-mile Lansing plan carries 1,213 active digital screens across venue types including gas stations, movie theaters, bars, grocery, doctor offices, convenience stores, and casual dining.
How many people can a Lansing DOOH campaign reach?
The current Lansing plan delivers roughly 172.8 million monthly impressions across a 30-mile radius around downtown, part of Nielsen DMA #117 with 265,830 TV homes — a standalone Michigan market.
Does a Lansing plan reach Michigan State University and East Lansing?
Yes. Lansing anchors its own Nielsen DMA, so the standard 30-mile plan radius comfortably covers East Lansing and the Michigan State University campus a few miles east of the Capitol, alongside downtown Lansing and the auto-manufacturing corridor.
How fast can a Lansing DOOH campaign launch?
Campaigns launch in under 24 hours — plan, buy, and go live the same day, instead of the weeks that traditional out-of-home buying takes. Run it yourself in the Goldfish Ads platform, or have our team plan and manage it for you.
Nearby Michigan Markets
Plan a Lansing Campaign
Sources
- [1] Goldfish DOOH Planning API — live saved plan (code DhxbDvz3RyA), 30-mile radius around downtown Lansing, MI, resold programmatic inventory excluded so each screen is counted once, pulled 2026-07-05
- [2] Wikipedia — Lansing, Michigan (2020 U.S. Census population 112,644; Lansing-East Lansing metropolitan statistical area 473,203 residents; neighborhoods, Boji Tower, REO Town history)
- [3] ustvdb.com — 2024-25 Nielsen DMA rankings (Lansing, MI #117, 265,830 TV homes, 0.212% national share — verified via direct raw fetch, not summarized)
- [4] Data USA — Lansing, MI (U.S. Census ACS commute data: drove alone 66.9%, worked from home 14.8%, carpooled 11.2%, mean commute 18.9 minutes)
- [5] Wikipedia — Lansing, Michigan, "Top City Employers" table, 2018 figures via Lansing Economic Area Partnership (State of Michigan 14,390; Michigan State University 10,253; University of Michigan Health - Sparrow 7,600; General Motors 4,549; Lansing Community College 3,144; McLaren Greater Lansing 3,000)
- [6] Wikipedia — Michigan State University (infobox: total enrollment 51,838, spring 2026; 41,415 undergraduates; located East Lansing, Michigan; member of the Association of American Universities, R1 research classification, Big Ten Conference, designated a "Public Ivy")
- [7] Wikipedia — Boji Tower (297-foot roof height, 364-foot antenna spire, 23 stories above ground plus 2 below; opened April 6, 1931; tallest building in Lansing since completion)
- [8] Wikipedia — Michigan State Capitol (rotunda 160 feet from floor to oculus; completed and dedicated January 1, 1879; listed on the National Register of Historic Places January 25, 1971; designated a National Historic Landmark October 5, 1992)
- [9] Wikipedia — Cooley Law School Stadium / Jackson Field (seats 7,527 plus 2,000 lawn/patio/standing room; opened April 3, 1996; home of the Lansing Lugnuts, Midwest League)
- [10] Wikipedia — Potter Park Zoo (102-acre zoo in Lansing's Potter Park; oldest public zoo in Michigan; home to 160+ animal species; owned by the City of Lansing, operated by Ingham County)
- [11] Wikipedia — Wharton Center for Performing Arts (Michigan State University performing-arts complex; Cobb Great Hall 2,254 seats; Pasant Theatre and Fairchild Theatre)
- [12] WILX-TV — "Thousands attend 41st annual Silver Bells in the City parade" (Silver Bells in the City, 41st annual, held November 21, 2025 in downtown Lansing; millions of lights, tree lighting, drone show and fireworks)
- [13] East Lansing Art Festival — official "About the Festival" page (debuted in 1963 as Greenwich Village Days; a spring art festival on Albert Avenue in East Lansing drawing tens of thousands of visitors and hundreds of artists)
- [14] Wikipedia — Lansing Delta Township Assembly (General Motors plant in Delta Charter Township, just west of the city; opened 2006; currently assembles the Buick Enclave, Chevrolet Traverse, and GMC Acadia; 2,978 employees as of 2022)
- [15] Wikipedia — Lansing Grand River Assembly (General Motors plant at 920 Townsend Street, inside the city of Lansing; opened 2001; currently assembles the Cadillac CT5/CT5-V for the North American market; 1,485 employees as of 2022)
- [16] Mapbox Directions API — driving route geometry for the I-96, I-496, and US-127 corridors, pulled 2026-07-05
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