DOOH Marketing
DOOH Advertising in Springfield, MA
Nielsen DMA #115 (Springfield-Holyoke) · 267,210 TV homes. A live 12-mile plan around Springfield carries 967 active digital screens delivering 201.6 million monthly impressions.
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DOOH Marketing Platform: Plan, Buy & Measure Digital Out-of-Home Campaigns
In December 1891, a phys-ed instructor named James Naismith nailed two peach baskets to a railing at the International YMCA Training School and invented a game to keep restless students busy through a New England winter[2]. That game is basketball, and Springfield has spent the century-plus since making sure nobody forgets where it started — the Naismith Memorial Basketball Hall of Fame still stands a few blocks from where Naismith taught, an 80,000-square-foot argument for the city's claim on the sport[11].
Digital out-of-home (DOOH) advertising runs on the same everyday logic Naismith did: put the message where people already are. Gas-pump screens, grocery-aisle displays, bar TVs, and downtown digital billboards — a format nobody skips, mutes, or scrolls past. 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 the Springfield metro right now.
Why Springfield Matters
Springfield is Massachusetts' third-largest city and New England's fourth-largest, with 155,929 residents inside city limits and 465,825 across the three-county metro (Hampden, Hampshire, and Franklin counties)[2][3]. Most of that metro drives: 72% of workers commute alone by car, with a mean commute of just 20.2 minutes — short enough that the same driver passes the same gas station or convenience-store screen on both legs of an ordinary weekday[5].
The daytime economy runs on a mix that's stayed fixed for generations. MassMutual, which rose to No. 100 on the 2026 Fortune 500 list, has been headquartered here since its 1851 founding[6]. Big Y, the family-owned supermarket chain still run by the D'Amour family, is based in Springfield with 79 stores and more than 12,000 employees across Massachusetts and Connecticut[7]. Baystate Health, the largest healthcare organization in western Massachusetts, employs nearly 13,000 people across five hospitals from its Springfield base[8]. Smith & Wesson tells a more complicated story: the gunmaker moved its corporate headquarters to Maryville, Tennessee in October 2023 after more than 170 years in Springfield, but it still runs a 575,000-square-foot plant here with more than 1,600 employees[9][10].
Downtown fills up on its own schedule too. MGM Springfield, a $960 million resort casino that opened in 2018, anchors Metro Center with a 2-million-square-foot complex[14]. In the 2023-24 season the Springfield Thunderbirds sold out 14 consecutive games at the 6,793-seat MassMutual Center; the following season they ranked 12th of 32 AHL teams in average attendance at 6,272 fans a game[20][21]. And every fall, the Naismith Hall of Fame's Enshrinement Weekend pulls Hall of Famers and basketball fans from around the country back to the city where the game began[12].
Two more draws round out the picture, both a short walk from downtown. The Dr. Seuss National Memorial Sculpture Garden at the Quadrangle has pulled in more than 3 million visitors since it opened in 2002, honoring Springfield-born Theodor Geisel[13], and the Springfield Armory National Historic Site preserves what the National Park Service calls the world's largest collection of historic American firearms, on the site George Washington approved in 1777[15].
Live Screen Map
Every dot is a bookable digital screen in the live 12-mile Springfield 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 Springfield plan[1] — the same corners you drive past on I-91, I-291, and the MA-9/Boston Road commercial corridor. 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 12-mile Springfield plan on 2026-07-05[1], with every screen counted once. The plan carries 967 active digital screens delivering 201,578,096 monthly impressions across the metro.
| Venue Type | Screens | Monthly Impressions |
|---|---|---|
| Gas Stations | 149 | 8,202,480 |
| Convenience Stores | 146 | 68,080,058 |
| Grocery | 144 | 31,630,151 |
| Bars | 99 | 15,957,176 |
| Rideshare / Taxi TV | 86 | 131,145 |
| Doctor Offices | 82 | 6,579,548 |
| Casual Dining | 44 | 17,035,779 |
| Gyms | 36 | 4,223,473 |
| Urban Panels | 32 | 17,040,778 |
| Office Buildings | 26 | 5,073,163 |
| Pharmacies | 25 | 373,664 |
| Movie Theaters | 24 | 5,559,392 |
| QSR | 15 | 2,632,060 |
| Liquor Stores | 11 | 484,279 |
| Malls | 10 | 7,162,183 |
| Recreational | 10 | 2,399,351 |
| Other venue types | 28 | 9,013,416 |
| Total | 967 | 201,578,096 |
Venue types are mutually exclusive and sum to the plan total. Figures reflect the 12-mile radius around Springfield within the 267,210-home Springfield-Holyoke DMA.
Springfield Billboard Sizes & Creative Formats
These are the actual creative dimensions accepted across the live Springfield plan[1], counted as unique screens (each screen counted once). The market is dominated by 16:9 landscape, with a smaller block of 9:16 portrait built for gas-pump and elevator units, plus a handful of wide banner-strip formats.
| Resolution (px) | Aspect | Orientation | Screens |
|---|---|---|---|
| 1920×1080 | 16:9 | Landscape | 677 |
| 1080×1920 | 9:16 | Portrait | 115 |
| 1280×720 | 16:9 | Landscape | 50 |
| 1280×960 | 4:3 | Landscape | 21 |
| 728×90 | 364:45 | Landscape (banner strip) | 13 |
| 1400×400 | 7:2 | Landscape (banner strip) | 6 |
847 screens
Accept full-motion video (typically 10 or 15 seconds, silent).
797 screens
Accept a static image — a single high-res JPG or PNG runs everywhere.
468 screens
Support audio, concentrated in bar and gas-station venues.
Listed formats cover 882 of the plan's 967 screens (897 carry a slot dimension). Ship a 16:9 and a 9:16 master and you cover nearly the entire Springfield market.
How Much Does DOOH Cost in Springfield?
You don't need a Fortune 500 marketing budget to put a message in front of Springfield. 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, a Metro Center office lobby, or a Forest Park bar, all the same price. A bigger budget simply buys more impressions across the metro, never access to a different tier of inventory. Scale up around Enshrinement Weekend or a Thunderbirds playoff run, and scale back down whenever you want.
Start at $50/day
Enough to put a real message on Springfield 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 Springfield screens?
Live on Springfield 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 967 screens, zoomed in on the Springfield landmarks you actually drive past. Each map shows the bookable digital screens within 1.5 miles of the spot[1] — the Basketball Hall of Fame, MGM Springfield, the Dr. Seuss Sculpture Garden, the Springfield Armory, the MassMutual Center, and out to Forest Park.
Couldn't load the per-store maps. Try refreshing.
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[22], then geofences every bookable screen within reach of that exact path, end to end.
Springfield's own geography gives three obvious candidates: I-91, the river spine running north-south from Chicopee down through Longmeadow; I-291, the short connector spur linking I-91 in downtown Springfield to I-90 out toward Ludlow; and MA-9, which leaves downtown as State Street and becomes Boston Road/Wilbraham Road heading east. 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 12-mile plan[1].
0 bookable screens sit within 0.75 miles of I-91 River Spine (Chicopee, MA → Longmeadow, MA, 7.8 route miles). The mix along this corridor:
Corridor screens are filtered live from the 12-mile Springfield plan [1] against Mapbox driving geometry [22], counting each screen within the listed buffer of the route.
Screen Formats Active in Springfield
Real photos of the screen formats running in the Springfield 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
Springfield's most populous neighborhood, a Victorian garden district built up around the 735-acre park between 1880 and 1920. Every winter the park itself becomes Bright Nights, a three-mile drive-through display of more than 675,000 lights running every year since 1995.
Indian Orchard[18]
A former mill village on the Chicopee River, dating to 1854 when the Ward Manufacturing Company built its first cotton mill here. Now Springfield's fifth-largest neighborhood, it kept its own identity even after being fully absorbed into the city, right down to hosting the Titanic Museum.
Mason Square[19]
Named for Primus Mason, born in 1817 to free Black parents in nearby Monson, who turned a $50 loan into the real-estate holdings that built this commercial district — Springfield's first Black philanthropist and still the neighborhood's namesake.
Suggested Campaigns for This Market
Grocery / CPG drive-to-store
Gas-station, convenience-store, and grocery screens — the three largest venue categories in this plan — geofenced along the AM and PM commute corridors that already carry the most daily traffic.
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Healthcare & insurance workforce reach
Office-building and doctor-office screens concentrated where Baystate Health's and MassMutual's daytime workforce actually moves, catching repeat looks across the same short commute.
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Gameday & Enshrinement Weekend surround
Bar and casual-dining screens geofenced around the MassMutual Center on Thunderbirds game nights and around downtown during Basketball Hall of Fame Enshrinement Weekend, when both pull crowds into Metro Center at once.
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Sports & Entertainment Footprints
MassMutual Center[20]
A 6,793-seat downtown arena, home to the Springfield Thunderbirds of the American Hockey League since it was renamed from the Springfield Civic Center in 2005.
Naismith Memorial Basketball Hall of Fame[11]
An 80,000-square-foot museum built around Center Court, a full-size playable basketball court, on the site where James Naismith invented the game in 1891.
What DOOH Delivers
Results from real DOOH campaigns run on the same venue types and audience tactics you can book in Springfield. Different brands and markets — same platform, same playbook.
+47%
Awareness Lift
CPG — Hair Care Brand
Read case study →
$36.83
Return on Ad Spend
Healthcare — OTC Medication
Read case study →
9.9x
Foot Traffic Lift
Foot Traffic — Apparel Retailer
Read case study →
Frequently Asked Questions About Springfield DOOH
What is DOOH advertising?
Digital out-of-home (DOOH) is advertising on the digital screens you pass in the real world — gas-pump screens, grocery-aisle displays, bar TVs, and downtown digital billboards. 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 Springfield?
Springfield 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 Springfield?
The live 12-mile Springfield plan carries 967 active digital screens across venue types including gas stations, convenience stores, grocery stores, bars, and doctor offices.
How many people can a Springfield DOOH campaign reach?
The current Springfield plan delivers roughly 201.6 million monthly impressions across the metro, which sits in its own Nielsen DMA — Springfield-Holyoke, ranked #115 with 267,210 TV homes.
How fast can a Springfield 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 Massachusetts Markets
Plan a Springfield Campaign
Sources
- [1] Goldfish DOOH Planning API — live saved plan (code V9fICn7jg44), 12-mile radius around Springfield (lat/lng points targeting at 42.1155,-72.5395), de-duplicated so each screen is counted once, resold programmatic inventory excluded, pulled 2026-07-05
- [2] Wikipedia — Springfield, Massachusetts (2020 U.S. Census population 155,929; third most populous city in Massachusetts and fourth most populous in New England; basketball invented in Springfield in 1891 by Dr. James Naismith; 17 named neighborhoods)
- [3] Wikipedia — Springfield metropolitan area, Massachusetts (2020 U.S. Census MSA population 465,825; Office of Management and Budget definition spans Hampden, Hampshire, and Franklin counties)
- [4] ustvdb.com — 2024-25 Nielsen DMA rankings (Springfield-Holyoke, MA #115, 267,210 TV homes; Hartford-New Haven, CT #32, 1,060,910 TV homes, a separate standalone market)
- [5] Data USA — Springfield, MA (U.S. Census ACS 2024 commute data: drove alone 72%, carpooled 11%, worked at home 8.38%, mean commute 20.2 minutes)
- [6] Businesswire — "MassMutual Ranks No. 100 on the 2026 Fortune 500® List" (dateline Springfield, Mass., July 1, 2026; more than 30 consecutive years on the list)
- [7] Wikipedia — Big Y (headquartered in Springfield, Massachusetts; founded 1936 in Chicopee; 79 locations as of June 2026; over 12,000 employees; 100% owned by the D'Amour family)
- [8] Baystate Health — official "About Us" page ("the largest healthcare organization in western Massachusetts"; nearly 13,000 team members; more than 900 beds across five hospitals; based in Springfield)
- [9] Smith & Wesson Brands, Inc. — Form 10-K, filed 2024-06-20 (575,000-square-foot Springfield, Massachusetts facility conducts handgun and long-gun manufacturing; over 1,600 employees at the Springfield plant)
- [10] Fortune — "Gun manufacturer Smith & Wesson moves headquarters to Tennessee from Springfield, Massachusetts" (new Maryville, Tennessee headquarters held its grand opening October 7, 2023; company had been based in Springfield since the mid-19th century)
- [11] Wikipedia — Naismith Memorial Basketball Hall of Fame (established 1959; current 80,000-square-foot, $47 million facility at 1000 Hall of Fame Avenue, Springfield, opened in 2002; dedicated to James Naismith, who invented basketball in Springfield; features Center Court, a full-size playable basketball court)
- [12] hoophall.com — Naismith Basketball Hall of Fame Enshrinement Weekend (annual multi-day event bringing the incoming Hall of Fame class and returning Hall of Famers to Springfield for the nationally televised enshrinement ceremony)
- [13] Wikipedia — Dr. Seuss Memorial (Dr. Seuss National Memorial Sculpture Garden at the Quadrangle in Springfield, honoring Theodor Seuss Geisel, who was born in Springfield in 1904; opened 2002; more than 3 million visitors since opening)
- [14] Wikipedia — MGM Springfield ($960 million resort casino that opened August 24, 2018, the first resort casino in Massachusetts; 2-million-square-foot complex in the Metro Center neighborhood, built on a site damaged by the 2011 tornado)
- [15] Wikipedia — Springfield Armory National Historic Site (established 1777 after George Washington approved the site on Henry Knox's recommendation; closed as an active armory in 1968; National Historic Landmark since 1960; houses "the world's largest collection of historic American firearms")
- [16] Wikipedia — Bright Nights (Springfield) (opened November 24, 1995; more than 675,000 lights along a three-mile drive through Forest Park; a Springfield Parks Department / Spirit of Springfield collaboration)
- [17] Wikipedia — Forest Park, Springfield, Massachusetts (Springfield's most populous neighborhood, surrounding the 735-acre municipal park; the 195-acre Forest Park Heights Historic District, built 1890-1910, was added to the National Register of Historic Places on August 31, 1982)
- [18] Wikipedia — Indian Orchard, Springfield, Massachusetts (mill village dating to 1854, when the Ward Manufacturing Company built the first cotton mill; the city's fifth-largest neighborhood; home to the Titanic Museum)
- [19] WWLP — "Mason Square Neighborhood named after Springfield's first Black philanthropist" (Primus Mason, born 1817 in Monson to free Black parents, built the real-estate holdings that became Mason Square)
- [20] Wikipedia — MassMutual Center (1277 Main Street, Springfield; 6,793-seat hockey capacity; home of the Springfield Thunderbirds of the American Hockey League; opened 1972 as the Springfield Civic Center, renamed in 2005 under a naming-rights agreement with Massachusetts Mutual Life Insurance Company)
- [21] Western Mass Sports Biz — "Packing the MassMutual Center: Springfield ranks 12th out of 32 AHL teams in attendance" (2024-25 season average of 6,272 fans per game; the 2023-24 Springfield Thunderbirds sold out 14 consecutive games at 93.1% capacity)
- [22] Mapbox Directions API — driving route geometry for the I-91, I-291, and MA-9/Boston Road corridors, pulled 2026-07-05
Get Your Ad on Springfield Screens
Every screen in the Springfield market, one place to launch it. Run it yourself or let our team handle it — live in under 24 hours.
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