DOOH Marketing
DOOH Advertising in Santa Rosa, CA
709 active digital screens. 370.7 million monthly impressions. That's what's bookable right now in a live 30-mile radius around downtown Santa Rosa — its own Sonoma County wine country footprint inside the Nielsen San Francisco-Oakland-San Jose DMA (#10, 2,542,480 TV homes), the same shared market the rest of the North Bay and Bay Area report into.
New to Out-of-Home?
DOOH Marketing Platform: Plan, Buy & Measure Digital Out-of-Home Campaigns
Sonoma County runs on two overlapping crowds: the 178,000-plus people who live and work in Santa Rosa year-round, and the wine country visitors who roll through on US-101 and the Sonoma Highway every weekend heading for a tasting room. Neither one is watching cable at home when you need them — they're at the grocery checkout, the gas pump, the gym, or the bar. Digital out-of-home (DOOH) is the advertising that shows up exactly there, in the middle of an errand or a road trip, with nothing to skip and no mute button.
Goldfish Ads makes it easy to reach both crowds from one platform: plan, buy, and measure DOOH across 100+ US markets and 35+ venue types, and launch in under 24 hours instead of the weeks traditional out-of-home buying takes. Run it yourself in the self-serve platform or hand it to our team to plan and manage for you — either way you get fast, precise activation with built-in measurement so you can prove what your spend delivered.
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.
This page zooms that platform into one market — here's exactly what's bookable in Santa Rosa right now.
Why Santa Rosa Matters
Sonoma County pulled in 10.5 million visitors and $1.5 billion in visitor spending in 2024, both up from the year before[12] — and nearly all of that traffic funnels through Santa Rosa, the county seat and its economic hub[7]. That's on top of a resident population of 178,127 as of the 2020 Census, the fifth-largest city in the Bay Area[3], inside a Sonoma County of 488,863 people[7].
The daily economy runs on healthcare and precision manufacturing more than wine: Kaiser Permanente is the city's 2nd-largest employer with 3,371 local staff, and Providence — the health system that operates Santa Rosa Memorial Hospital under its 2020 systemwide rebrand from St. Joseph Health — is 4th-largest with 2,409[3][6]. Keysight Technologies, the S&P 500 electronic test-and-measurement company, keeps its global headquarters on the Fountaingrove hillside north of downtown and is the 5th-largest employer alongside Agilent Technologies[5].
Getting around here means driving: 71.4% of workers commute alone by car, with a mean commute of just 22.9 minutes[4] — short enough that a single roadside or grocery-aisle screen gets seen on both the morning and evening leg of the same trip. Two annual gatherings add a fresh wave of foot traffic on top of that daily pattern: the Luther Burbank Rose Parade and Festival, running since 1894, fills downtown every third Saturday in May[8], and the Sonoma County Fair takes over the Bennett Valley fairgrounds for ten days every August (August 7-16 in 2026)[9].
Live Screen Map
Every dot is a bookable digital screen in the live 30-mile Santa Rosa 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 bulletins in the Santa Rosa plan[1] — the same corners you drive past on US-101 and the Sonoma Highway. 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 Santa Rosa plan on 2026-07-05[1], with every screen counted once and resold programmatic inventory excluded so nothing is double-counted. The plan carries 709 active digital screens delivering 370,697,518 monthly impressions across the market.
| Venue Type | Screens | Monthly Impressions |
|---|---|---|
| Grocery | 235 | 173,266,282 |
| Apartment Buildings | 57 | 10,125,270 |
| Convenience Stores | 67 | 3,248,757 |
| Rideshare / Taxi TV | 45 | 53,861 |
| Gas Stations | 43 | 1,528,262 |
| Bars | 41 | 11,478,459 |
| Casual Dining | 33 | 23,612,706 |
| Movie Theaters | 32 | 16,974,675 |
| Doctor Offices | 31 | 244,517 |
| Gyms | 23 | 5,136,329 |
| Sports | 21 | 4,703,080 |
| Pharmacies | 15 | 145,806 |
| Malls | 13 | 110,501,900 |
| Office Buildings | 13 | 2,131,574 |
| Urban Panels | 12 | 959,684 |
| Liquor Stores | 10 | 297,212 |
| Other venue types | 18 | 6,289,144 |
| Total | 709 | 370,697,518 |
Venue types are mutually exclusive and sum to the plan total. Figures reflect the 30-mile radius around downtown Santa Rosa within the 2,542,480-home San Francisco-Oakland-San Jose DMA.
Santa Rosa Billboard Sizes & Creative Formats
These are the actual screen formats running in the live Santa Rosa plan[1], counted as unique screens. Ship one creative per aspect ratio and export it to each resolution — the market is mostly 16:9 landscape, with a meaningful block of 9:16 portrait for apartment-lobby and gas-pump screens.
| Resolution (px) | Aspect | Orientation | Screens |
|---|---|---|---|
| 1920×1080 | 16:9 | Landscape | 484 |
| 1080×1920 | 9:16 | Portrait | 133 |
| 720×1280 | 9:16 | Portrait | 22 |
| 728×90 | 364:45 | Landscape (banner strip) | 7 |
| 1280×960 | 4:3 | Landscape | 6 |
| 970×90 | 97:9 | Landscape (banner strip) | 4 |
642 screens
Accept full-motion video (typically 10 or 15 seconds, silent).
596 screens
Accept a static image — a single high-res JPG or PNG runs everywhere.
292 screens
Support audio, concentrated in gas-station and point-of-care venues.
Listed formats cover 656 of the 709 screens (661 carry a usable slot dimension). Ship a 16:9 and a 9:16 master and you cover nearly the entire market.
How Much Does DOOH Cost in Santa Rosa?
You don't need a rate card or a six-figure budget to run out-of-home in Santa Rosa. Campaigns start for as little as $50 a day with no long-term commitment — launch, pause, and adjust whenever you want.
Every screen in the plan is sold at one flat, transparent CPM (cost per thousand impressions) — the same rate whether your message runs on a grocery-aisle screen, a gas-pump screen, a bar TV, or a mall directory. You're never charged extra for "better" inventory; a bigger budget simply earns more impressions across the market. Scale up or down, anytime.
Start at $50/day
Enough to put a real message on Santa Rosa 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 Santa Rosa screens?
Live on Santa Rosa 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 709 screens, zoomed in on the Santa Rosa landmarks you actually drive past. Each map shows the bookable digital screens within 1.5 miles of the spot[1] — around Railroad Square, Luther Burbank Home & Gardens, the Charles M. Schulz Museum, the Sonoma County Fairgrounds, Coddingtown Mall, and Montgomery Village.
Couldn't load the per-store maps. Try refreshing.
Target Screens Along Any Route, Not Just a Radius
Most out-of-home tools stop at a radius or a market boundary. Goldfish plans along the actual roads people drive. Hand us a route — a daily commute, a highway, a wine country day trip — and we trace it with the Mapbox routing engine[13], then geofence every bookable screen within reach of that path: the grocery stores, gas stations, bars, and roadside boards a driver actually passes end to end.
Here are three of Sonoma County's major arteries running through the Santa Rosa plan. 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 US-101 North-South Spine (Petaluma, CA → Healdsburg, CA, 31.7 route miles). The mix along this corridor:
Corridor screens are filtered live from the 30-mile Santa Rosa plan [1] against Mapbox driving geometry [13], counting each screen within the listed buffer of the route.
Screen Formats Active in Santa Rosa
Real photos of the screen formats running in the Santa Rosa 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
Railroad Square Historic District[3]
Santa Rosa's original downtown depot district, now a compact strip of antique shops, bars, and restaurants around the restored 1904 Northwestern Pacific rail depot — the single densest pocket of casual-dining and bar screens in the plan.
Fountaingrove[3]
A hillside business and residential district on the city's north side, home to Keysight's global headquarters campus and a mix of office-park and hotel screen inventory.
Coffey Park[3]
A rebuilt residential neighborhood on the city's north side — one of several named districts, alongside Roseland and Rincon Valley, that ring downtown and Santa Rosa's commercial corridors.
Bennett Valley[3]
A residential and golf-course district on the city's southeast side, near the Sonoma County Fairgrounds — adds grocery and gas-station density to the plan along Yulupa and Bennett Valley Road.
Suggested Campaigns for This Market
Wine country visitor reach
Grocery, gas-station, and casual-dining screens along US-101 and the CA-12 Sonoma Valley corridor — the same routes wine country visitors and day-trippers actually drive between tasting rooms.
Build this plan →
Grocery / CPG drive-to-store
Grocery is the single deepest venue type in this plan by far — 235 screens spread from downtown through Coddingtown, Montgomery Village, and Bennett Valley, catching the daily commute and weekend shopping trip alike.
Build this plan →
Office & healthcare workforce reach
Office-building and doctor-office screens concentrated around Fountaingrove and downtown, reaching the daily commute tied to Keysight, Kaiser Permanente, and Providence's local workforce.
Build this plan →
Sports & Entertainment Footprints
Luther Burbank Center for the Arts[10]
Opened in 1981 and briefly known as the Wells Fargo Center for the Arts (2005-2016) before reverting to its original name, its Ruth Finley Person Theater seats 1,612 for the Santa Rosa Symphony's home concert series and touring acts.
Green Music Center[11]
On the Sonoma State University campus in Rohnert Park, a short drive south of Santa Rosa, the 1,400-seat Weill Hall opens its rear wall to lawn seating for 4,000 more guests and has hosted the Santa Rosa Symphony as resident orchestra since its 2012 opening.
What DOOH Delivers
Results from real DOOH campaigns run on the same venue types and audience tactics you can book in Santa Rosa. Different brands and markets — same platform, same playbook.
+47%
Awareness Lift
CPG — Hair Care Brand
Read case study →
9.9x
Foot Traffic Lift
Foot Traffic — Apparel Retailer
Read case study →
+64%
Familiarity Lift
B2B — HR Solutions
Read case study →
Frequently Asked Questions About Santa Rosa DOOH
What is DOOH advertising?
Digital out-of-home (DOOH) is advertising on the digital screens you pass in the real world — grocery-aisle screens, gas-pump screens, bars, movie theaters, doctor's offices, and mall directories. It's a format viewers cannot skip, block, or mute, and it reaches people while they're already out in the city.
How much does DOOH advertising cost in Santa Rosa?
Santa Rosa 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 market rather than access to different inventory.
What types of screens can I book in Santa Rosa?
The live 30-mile Santa Rosa plan carries 709 active digital screens across venue types including grocery, apartment buildings, convenience stores, gas stations, bars, casual dining, and movie theaters, concentrated downtown, along US-101, and through Coddingtown and Montgomery Village.
How many people can a Santa Rosa DOOH campaign reach?
The current Santa Rosa plan delivers roughly 370.7 million monthly impressions within a 30-mile radius of downtown. Santa Rosa sits inside Nielsen DMA #10 (San Francisco-Oakland-San Jose), which carries 2,542,480 TV homes.
How fast can a Santa Rosa 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 Northern California Markets
Plan a Santa Rosa Campaign
Sources
- [1] Goldfish DOOH Planning API — live saved plan (code PtAU3xqkrK0), 30-mile radius around downtown Santa Rosa (lat/lng points targeting), de-duplicated so each screen is counted once, resold programmatic inventory excluded, pulled 2026-07-05
- [2] ustvdb.com — 2024-25 Nielsen DMA rankings (San Francisco-Oakland-San Jose #10, 2,542,480 TV homes)
- [3] Wikipedia — Santa Rosa, California (2020 U.S. Census population 178,127; fifth-most-populous city in the Bay Area after San Jose, San Francisco, Oakland, and Fremont; county seat of Sonoma County; neighborhoods including Railroad Square Historic District, Coffey Park, Fountaingrove, Roseland, Rincon Valley, and Bennett Valley; top-employers table sourced to the city's 2023 Annual Comprehensive Financial Report; Charles M. Schulz Museum and Research Center on West Steele Lane; Charles M. Schulz–Sonoma County Airport hosts the Pacific Coast Air Museum; Luther Burbank Home and Gardens and the annual Luther Burbank Rose Parade and Festival; Santa Rosa Plaza, Coddingtown Mall, and Montgomery Village shopping centers)
- [4] Data USA — Santa Rosa, CA (U.S. Census ACS 2024: 71.4% drove alone, 11.4% carpooled, 11.5% worked at home, mean commute time 22.9 minutes)
- [5] Wikipedia — Keysight (headquartered in Santa Rosa, California; NYSE: KEYS, S&P 500 component)
- [6] Providence — "Santa Rosa Memorial Hospital adds Providence to name with new hospital sign" (confirms the 2020 systemwide St. Joseph Health -> Providence rebrand; the hospital keeps the Santa Rosa Memorial Hospital name locally while operating under the Providence brand)
- [7] Wikipedia — Sonoma County, California (2020 U.S. Census population 488,863; Santa Rosa is the county seat and largest city; Sonoma County comprises the Santa Rosa-Petaluma metropolitan statistical area, part of the San Jose-San Francisco-Oakland combined statistical area)
- [8] Wikipedia — Luther Burbank Rose Parade and Festival (began in 1894 as the Rose Carnival; renamed in honor of Luther Burbank in the 1950s; held annually on the third Saturday in May in downtown Santa Rosa)
- [9] Sonoma County Fair and Event Center — official 2026 fair dates (August 7-16, 2026, at the Sonoma County Fairgrounds in Santa Rosa)
- [10] Wikipedia — Luther Burbank Center for the Arts (opened to the public in 1981; principal Ruth Finley Person Theater seats 1,612; operated as the Wells Fargo Center for the Arts from 2005 to 2016 before reverting to its original name)
- [11] Wikipedia — Green Music Center (on the Sonoma State University campus in Rohnert Park; Joan and Sanford I. Weill Hall is a 1,400-seat concert hall whose rear wall opens to lawn seating for 4,000 additional guests; opened in 2012; resident orchestra is the Santa Rosa Symphony)
- [12] Sonoma Valley Sun — "Sonoma County Tourism Was Up in 2024" (10.5 million visitors, a 2.9% increase from 2023; total visitor spending reached $1.5 billion, a 5.6% rise over 2023)
- [13] Mapbox Directions API — driving route geometry for the US-101, CA-12, and CA-116 corridors, pulled 2026-07-05
Get Your Ad on Santa Rosa Screens
Every screen in the Santa Rosa market, one place to launch it. Run it yourself or let our team handle it — live in under 24 hours.
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