[{"data":1,"prerenderedAt":846},["ShallowReactive",2],{"blog-alternates-\u002Fen\u002F5-screen-network-revenue-costs-payback-dooh":3,"blog-nav-facets-en":6,"blog-post-en-5-screen-network-revenue-costs-payback-dooh":11},{"en":4,"pt":5},"\u002Fen\u002F5-screen-network-revenue-costs-payback-dooh","\u002Frede-5-telas-receita-custos-payback-dooh",{"populatedCategories":7,"authorCount":10},[8,9],"engenharia","dooh",1,{"post":12,"authorIndex":809,"counterpartSlug":806,"related":815},{"id":13,"title":14,"authors":15,"body":17,"category":9,"cover":773,"description":777,"discussionUrl":778,"draft":779,"extension":780,"featured":781,"highlights":782,"meta":794,"navigation":781,"ogImage":774,"path":795,"publishedAt":796,"seo":797,"slug":798,"sourceHash":778,"stem":799,"tags":800,"translate":781,"translatedFrom":805,"translationKey":806,"translationStatus":807,"updatedAt":778,"__hash__":808},"posts_en\u002Fen\u002Fposts\u002Frede-5-telas-receita-custos-payback-dooh.md","Can a 5-screen network make money? Revenue, costs and payback for a DOOH operation",[16],"paulo-ramires",{"type":18,"value":19,"toc":756},"minimark",[20,24,27,35,41,44,49,52,55,62,171,181,184,187,190,195,199,202,205,278,281,284,289,292,295,298,301,305,312,315,321,324,327,334,346,349,377,380,385,388,392,398,405,411,414,419,422,429,434,437,443,446,453,461,468,471,476,480,483,486,489,492,495,498,501,504,507,512,515,520,524,533,536,539,542,548,551,569,572,575,578,581,585,588,591,611,614,617,622,626,632,635,638,642,645,648,654,657,660,663,666,671,674,680,683,688,691,696,703,707,710,713,716,719,724],[21,22,23],"p",{},"Picture five screens installed in good commercial venues in the same area — gyms, markets, restaurants, clinics or residential buildings.",[21,25,26],{},"Now picture local businesses paying a monthly fee to advertise on that network.",[21,28,29,30,34],{},"The question stops being only ",[31,32,33],"em",{},"“how much does the hardware cost?”"," and becomes:",[21,36,37],{},[38,39,40],"strong",{},"can this structure generate enough revenue to justify the investment?",[21,42,43],{},"To answer that, it makes sense to start with revenue potential. And before projecting billings, to understand what the market already charges for this kind of exposure.",[45,46,48],"h2",{"id":47},"what-is-advertising-on-a-small-screen-network-worth","What is advertising on a small screen network worth?",[21,50,51],{},"There is no official rate card for indoor media in Brazil. Price depends on the city, the audience, venue quality, play frequency and campaign terms.",[21,53,54],{},"But public advertising offers from small circuits — media inventory for advertisers, not screen-management software — help build a reference.",[21,56,57,58,61],{},"In a sample of four publicly available offers, we found advertising packages for roughly five screens between ",[38,59,60],{},"R$ 104 and R$ 485 per month",".",[63,64,65,85],"table",{},[66,67,68],"thead",{},[69,70,71,75,78,82],"tr",{},[72,73,74],"th",{},"Network",[72,76,77],{},"Observed advertising package",[72,79,81],{"align":80},"right","Monthly price",[72,83,84],{},"Source",[86,87,88,111,131,151],"tbody",{},[69,89,90,94,97,102],{},[91,92,93],"td",{},"Vasconcelos Mídias Digitais",[91,95,96],{},"Plus — appear on up to 5 screens (annual-plan equivalent)",[91,98,99],{"align":80},[38,100,101],{},"R$ 104.16",[91,103,104],{},[105,106,110],"a",{"href":107,"rel":108},"https:\u002F\u002Fwww.vasconcelosmd.com.br\u002Findoor",[109],"nofollow","vasconcelosmd.com.br\u002Findoor",[69,112,113,116,119,124],{},[91,114,115],{},"memorize.tv",[91,117,118],{},"Premium — ads on 5 screens",[91,120,121],{"align":80},[38,122,123],{},"R$ 199.50",[91,125,126],{},[105,127,130],{"href":128,"rel":129},"https:\u002F\u002Fmemorizetv.com.br\u002F",[109],"memorizetv.com.br",[69,132,133,136,139,144],{},[91,134,135],{},"Vitrine Indoor",[91,137,138],{},"Starter — campaigns on 5 screens",[91,140,141],{"align":80},[38,142,143],{},"R$ 297",[91,145,146],{},[105,147,150],{"href":148,"rel":149},"https:\u002F\u002Fvitrineindoor.com.br\u002F",[109],"vitrineindoor.com.br",[69,152,153,156,159,164],{},[91,154,155],{},"Place Mídia",[91,157,158],{},"5 screens × R$ 97\u002Fscreen",[91,160,161],{"align":80},[38,162,163],{},"R$ 485",[91,165,166],{},[105,167,170],{"href":168,"rel":169},"https:\u002F\u002Fplacemidia.com.br\u002F",[109],"placemidia.com.br",[21,172,173,174,177,178,61],{},"In this small sample, the ",[38,175,176],{},"median is R$ 248 per month"," — roughly ",[38,179,180],{},"R$ 250",[21,182,183],{},"That does not mean R$ 250 is “the market price”. The sample is small and the products are not identical. But it gives a concrete benchmark to work with.",[21,185,186],{},"Higher-value venues and circuits can charge significantly more.",[21,188,189],{},"The conclusion is simple:",[21,191,192],{},[38,193,194],{},"a network’s value is not in the number of televisions. It is in the audience that walks past them.",[45,196,198],{"id":197},"the-scenario-a-small-network-with-5-screens","The scenario: a small network with 5 screens",[21,200,201],{},"Five screens are a practical scale to start: small enough to validate the model without a huge infrastructure, large enough to begin learning audience, sales and recurrence.",[21,203,204],{},"Based on the observed benchmark, we can work with three scenarios:",[63,206,207,223],{},[66,208,209],{},[69,210,211,214,217,220],{},[72,212,213],{},"Scenario",[72,215,216],{"align":80},"Active advertisers",[72,218,219],{"align":80},"Monthly ticket",[72,221,222],{"align":80},"Gross billing",[86,224,225,242,260],{},[69,226,227,232,235,237],{},[91,228,229],{},[38,230,231],{},"Validation",[91,233,234],{"align":80},"6",[91,236,180],{"align":80},[91,238,239],{"align":80},[38,240,241],{},"R$ 1,500\u002Fmo",[69,243,244,249,252,255],{},[91,245,246],{},[38,247,248],{},"Operation",[91,250,251],{"align":80},"10",[91,253,254],{"align":80},"R$ 350",[91,256,257],{"align":80},[38,258,259],{},"R$ 3,500\u002Fmo",[69,261,262,267,270,273],{},[91,263,264],{},[38,265,266],{},"Good occupancy",[91,268,269],{"align":80},"15",[91,271,272],{"align":80},"R$ 450",[91,274,275],{"align":80},[38,276,277],{},"R$ 6,750\u002Fmo",[21,279,280],{},"The R$ 250, R$ 350 and R$ 450 tickets are not a sales promise. They are three points inside a band compatible with observed public offers, used to stress-test the math of the operation.",[21,282,283],{},"And here an important trait of the model shows up:",[21,285,286],{},[38,287,288],{},"revenue can grow without installing a new screen for every new advertiser.",[21,290,291],{},"If each campaign is 15 seconds long, ten advertisers take only 150 seconds of a loop. Even fifteen advertisers are under four minutes.",[21,293,294],{},"While inventory remains available, a new campaign can raise revenue without proportionally more infrastructure.",[21,296,297],{},"That is the leverage of the operation.",[21,299,300],{},"But billing and profit are different things.",[45,302,304],{"id":303},"how-much-does-it-cost-to-build-that-capacity","How much does it cost to build that capacity?",[21,306,307,308,311],{},"In the reference scenario we are using, we estimate an investment of roughly ",[38,309,310],{},"R$ 2,700 to R$ 5,200 per venue",", covering display, player, mount, cabling, electrical protection and installation.",[21,313,314],{},"For five screens, that is an approximate CAPEX of:",[316,317,318],"pull-quote",{},[21,319,320],{},"R$ 13.5k to R$ 26k",[21,322,323],{},"The range is wide because hardware grade and install complexity can vary a lot.",[21,325,326],{},"Then come the recurring costs.",[21,328,329,330,333],{},"To keep the five screens connected and managed, we estimate roughly ",[38,331,332],{},"R$ 239 to R$ 389 per month"," in connectivity and platform.",[21,335,336,337,342,343,61],{},"In this scenario, ",[105,338,341],{"href":339,"rel":340},"https:\u002F\u002Flucimark.com\u002Fprecos",[109],"Lucimark Professional"," is ",[38,344,345],{},"R$ 89 per month to manage the set of five screens",[21,347,348],{},"On top of that, each operation may carry other costs:",[350,351,352,356,359,362,365,368,371,374],"ul",{},[353,354,355],"li",{},"power;",[353,357,358],{},"maintenance;",[353,360,361],{},"eventual equipment replacement;",[353,363,364],{},"content creation or adaptation;",[353,366,367],{},"sales activity;",[353,369,370],{},"taxes;",[353,372,373],{},"commissions;",[353,375,376],{},"eventual compensation for the venues where screens are installed.",[21,378,379],{},"So:",[21,381,382],{},[38,383,384],{},"billing is not profit.",[21,386,387],{},"Now that we have both sides of the equation, we can talk about return.",[45,389,391],{"id":390},"when-does-the-investment-start-paying-for-itself","When does the investment start paying for itself?",[21,393,394,395,61],{},"Imagine the goal is to recover the initial investment in ",[38,396,397],{},"24 months",[21,399,400,401,404],{},"A CAPEX of R$ 13.5k is roughly ",[38,402,403],{},"R$ 563 per month"," over that period.",[21,406,407,408,61],{},"A CAPEX of R$ 26k is roughly ",[38,409,410],{},"R$ 1,083 per month",[21,412,413],{},"Adding the recurring technology costs, the operation would need to generate roughly:",[316,415,416],{},[21,417,418],{},"R$ 802 to R$ 1,472 per month",[21,420,421],{},"to cover connectivity, platform and amortize the infrastructure in two years.",[21,423,424,425,428],{},"At a reference ticket of ",[38,426,427],{},"R$ 350 per advertiser",", that corresponds to roughly:",[316,430,431],{},[21,432,433],{},"3 to 5 active advertisers",[21,435,436],{},"But that number has to be read correctly.",[21,438,439,440,61],{},"Three to five advertisers ",[38,441,442],{},"do not necessarily make the company profitable",[21,444,445],{},"In this simulation, they represent enough revenue to cover the technology stack and its amortization over 24 months. Sales effort, taxes, maintenance, content and other costs still exist.",[21,447,448,449,452],{},"If the goal is to recover the investment in ",[38,450,451],{},"12 months",", the need rises to roughly:",[454,455,456],"blockquote",{},[21,457,458],{},[38,459,460],{},"R$ 1,364 to R$ 2,556 per month",[21,462,463,464,467],{},"At the same R$ 350 ticket, that would take about ",[38,465,466],{},"4 to 8 active advertisers"," just to cover technology and infrastructure amortization.",[21,469,470],{},"The conclusion matters:",[21,472,473],{},[38,474,475],{},"commercial occupancy weighs far more on network viability than saving a few reais on technology.",[45,477,479],{"id":478},"two-identical-networks-can-be-completely-different-businesses","Two identical networks can be completely different businesses",[21,481,482],{},"Imagine two networks.",[21,484,485],{},"Both have five screens, similar equipment, the same platform and almost the same technology costs.",[21,487,488],{},"One has three advertisers.",[21,490,491],{},"The other has twelve.",[21,493,494],{},"The infrastructure barely changed.",[21,496,497],{},"The economics of the business changed completely.",[21,499,500],{},"That happens because a new advertiser does not necessarily require a new screen. The infrastructure is already there.",[21,502,503],{},"While inventory remains available, what mostly needs to grow is the ability to sell, operate and retain clients.",[21,505,506],{},"So perhaps the most important question is not:",[21,508,509],{},[31,510,511],{},"“How much does a screen cost?”",[21,513,514],{},"But:",[21,516,517],{},[38,518,519],{},"what is the audience that walks past it worth?",[45,521,523],{"id":522},"before-you-buy-the-screens-try-to-sell","Before you buy the screens, try to sell",[525,526],"blog-figure",{":height":527,":n":528,":width":529,"alt":530,"caption":531,"src":532},"941","1","1672","Commercial pitch of a small indoor media network to a venue owner","Face-to-face commercial validation — before heavy hardware CAPEX.","\u002Fimg\u002Fposts\u002Frede-5-telas-receita-custos-payback-dooh\u002Freuniao-no-cafe-a-luz-do-dia.jpg",[21,534,535],{},"If I were starting a small network today, I would almost reverse the process.",[21,537,538],{},"First I would choose good venues.",[21,540,541],{},"Then I would design a simple offer for local advertisers.",[21,543,544,545,61],{},"And I would try to get real commercial interest ",[38,546,547],{},"before investing heavily in hardware",[21,549,550],{},"One possible path:",[552,553,554,557,560,563,566],"ol",{},[353,555,556],{},"pick five venues with frequent foot traffic;",[353,558,559],{},"understand who the audience in those places is;",[353,561,562],{},"identify companies that want to talk to that audience;",[353,564,565],{},"create a simple package, such as presence on all five screens for a month;",[353,567,568],{},"test whether there is real willingness to buy.",[21,570,571],{},"A gym, for example, can be interesting for nutritionists, healthy restaurants, aesthetics clinics, supplements or other neighborhood services.",[21,573,574],{},"If a few advertisers show interest, you already have evidence far more valuable than a spreadsheet projection.",[21,576,577],{},"If nobody cares, the problem may be the venues, the audience, the price or the offer itself.",[21,579,580],{},"It is much cheaper to learn that before installing dozens of screens.",[45,582,584],{"id":583},"start-with-5-validate-then-scale","Start with 5. Validate. Then scale.",[21,586,587],{},"Five screens can be the lab for the operation.",[21,589,590],{},"With them you can already learn:",[350,592,593,596,599,602,605,608],{},[353,594,595],{},"is there a relevant audience?",[353,597,598],{},"do advertisers understand the product?",[353,600,601],{},"does the market accept the price?",[353,603,604],{},"how long does a sale take to close?",[353,606,607],{},"do the screens stay online?",[353,609,610],{},"do clients renew?",[21,612,613],{},"Those answers start turning a hypothesis into a business.",[21,615,616],{},"And they help avoid one of the most expensive mistakes in this kind of operation:",[21,618,619],{},[38,620,621],{},"scaling before you know whether the model works.",[45,623,625],{"id":624},"the-role-of-technology","The role of technology",[525,627],{":height":527,":n":628,":width":529,"alt":629,"caption":630,"src":631},"2","Centralized management of a five-screen digital network","Five screens, one dashboard — technology should cut travel, not multiply complexity.","\u002Fimg\u002Fposts\u002Frede-5-telas-receita-custos-payback-dooh\u002Fcentro-de-comando-digital-a-luz-do-dia.jpg",[21,633,634],{},"In this context, technology should simplify the operation — not dominate it.",[21,636,637],{},"That is why we try to keep Lucimark simple: media, playlists, schedules and players managed in one place, so technological complexity does not grow with every new venue.",[45,639,641],{"id":640},"so-can-a-5-screen-network-make-money","So, can a 5-screen network make money?",[21,643,644],{},"It can.",[21,646,647],{},"But not simply because five televisions are turned on.",[21,649,650,651,61],{},"A small network starts to look economically interesting when it combines ",[38,652,653],{},"good venues, relevant audience, recurring advertisers, a sustainable ticket, controlled costs and solid operations",[21,655,656],{},"Infrastructure creates the opportunity.",[21,658,659],{},"Commercial capacity turns that opportunity into revenue.",[21,661,662],{},"And operations decide whether that revenue can repeat.",[21,664,665],{},"Five screens do not have to be the destination.",[21,667,668],{},[38,669,670],{},"They can be the lab.",[21,672,673],{},"If the first network attracts advertisers, keeps healthy occupancy, runs stably and generates recurring revenue, you no longer have only a projection.",[21,675,676,677,61],{},"You have ",[38,678,679],{},"a validated model",[21,681,682],{},"The question then stops being:",[21,684,685],{},[31,686,687],{},"“Will it work?”",[21,689,690],{},"And becomes:",[21,692,693],{},[38,694,695],{},"“What is the next good venue?”",[697,698],"blog-soft-cta",{"body":699,"button":700,"headline":701,"href":702},"Lucimark helps you manage media, playlists, schedules and players in one place — from the first venues to a larger operation.","Meet Lucimark →","Want to structure your first network?","https:\u002F\u002Flucimark.com",[45,704,706],{"id":705},"about-the-numbers-in-this-article","About the numbers in this article",[21,708,709],{},"The advertising prices used as reference were taken from public offers by small Brazilian networks consulted in September 2026. The sample is indicative and is not a statistical average or an official industry rate card.",[21,711,712],{},"Prices, play frequency, ad length, audience, location and contract terms vary across networks.",[21,714,715],{},"The investment, cost and billing figures presented are estimates and analysis scenarios. They are not a promise of sales, profit, profitability or payback timing.",[21,717,718],{},"Before you invest, build a projection based on your own venues, audience, prices and costs.",[720,721,723],"h3",{"id":722},"media-price-sources-consulted","Media price sources consulted",[350,725,726,732,738,744,750],{},[353,727,728],{},[105,729,731],{"href":107,"rel":730},[109],"Vasconcelos Mídias Digitais — Indoor plans",[353,733,734],{},[105,735,737],{"href":128,"rel":736},[109],"memorize.tv — plans and pricing",[353,739,740],{},[105,741,743],{"href":148,"rel":742},[109],"Vitrine Indoor — advertiser plans",[353,745,746],{},[105,747,749],{"href":168,"rel":748},[109],"Place Mídia — advertise",[353,751,752],{},[105,753,755],{"href":339,"rel":754},[109],"Lucimark — pricing",{"title":757,"searchDepth":758,"depth":758,"links":759},"",2,[760,761,762,763,764,765,766,767,768,769],{"id":47,"depth":758,"text":48},{"id":197,"depth":758,"text":198},{"id":303,"depth":758,"text":304},{"id":390,"depth":758,"text":391},{"id":478,"depth":758,"text":479},{"id":522,"depth":758,"text":523},{"id":583,"depth":758,"text":584},{"id":624,"depth":758,"text":625},{"id":640,"depth":758,"text":641},{"id":705,"depth":758,"text":706,"children":770},[771],{"id":722,"depth":772,"text":723},3,{"src":774,"alt":775,"credit":776},"\u002Fimg\u002Fposts\u002Frede-5-telas-receita-custos-payback-dooh\u002Fpraca-comercial-conectada-ao-amanhecer.jpg","Small digital media network connecting screens across different commercial venues","A small network can share infrastructure and inventory across different commercial points.","How much can a small 5-screen DOOH network bill? See public market references, investment, costs, advertisers needed and payback scenarios.",null,false,"md",true,[783,787,790],{"value":784,"label":785,"hint":786},"R$ 13.5–26k","Approximate CAPEX","Five venues, display through install",{"value":788,"label":789},"R$ 802–1,472\u002Fmo","Tech + 24-month amortization",{"value":791,"label":792,"hint":793},"3 to 5 advertisers","At a R$ 350 ticket","Only enough to cover infrastructure and amortization",{},"\u002Fen\u002Fposts\u002Frede-5-telas-receita-custos-payback-dooh","2026-09-05",{"title":14,"description":777},"5-screen-network-revenue-costs-payback-dooh","en\u002Fposts\u002Frede-5-telas-receita-custos-payback-dooh",[9,801,802,803,804],"dooh-network","indoor-media","payback","revenue","pt","rede-5-telas-receita-custos-payback-dooh","human","sfKdz5dSgMBsVAU3cT6BZ_Sk83WdNczHa8fUgQWKSbg",{"paulo-ramires":810},{"handle":16,"name":811,"role":812,"avatar":813,"description":814},"Paulo R.","Founder and CTO","\u002Fimg\u002Fauthors\u002Fpaulo-ramires.jpg","Founder of Lucimark. Builds the platform end to end — from the Android player on the screen to the Workers serving the API.",[816,833],{"path":817,"title":818,"description":819,"slug":820,"translationKey":821,"category":8,"tags":822,"authors":827,"publishedAt":828,"updatedAt":778,"draft":779,"featured":779,"cover":829,"ogImage":830,"discussionUrl":778,"translationStatus":807,"readingMinutes":832},"\u002Fen\u002Fposts\u002Fmudanca-schema-alarm-30s-noite-bilhao-linhas","A schema change, a 30-second alarm, and a billion-row night","How a Proof of Play migration on Cloudflare Durable Objects became an unbounded storage loop — and the radar we built so the next one cannot hide.","schema-change-30-second-alarm-billion-row-night","schema-change-do-storage-storm",[823,824,825,826],"cloudflare","durable-objects","proof-of-play","cost-observability",[16],"2026-09-04",{"src":830,"alt":831},"\u002Fimg\u002Fposts\u002Fmudanca-schema-alarm-30s-noite-bilhao-linhas\u002Fmudanca-schema-alarm-30s-noite-bilhao-linhas-cover.png","Illustration of a schema node, alarm pulses, and an amber data storm against a dark background.",15,{"path":834,"title":835,"description":836,"slug":837,"translationKey":838,"category":8,"tags":839,"authors":841,"publishedAt":842,"updatedAt":778,"draft":779,"featured":779,"cover":843,"ogImage":844,"discussionUrl":778,"translationStatus":807,"readingMinutes":772},"\u002Fen\u002Fposts\u002Fplataforma-dooh-cloudflare-native","Why Lucimark runs entirely on Cloudflare","Workers, D1, R2 and one Durable Object per customer. What we gained, what hurt, and why there is no Docker anywhere in our stack.","dooh-platform-on-cloudflare","plataforma-dooh-cloudflare-native",[823,840,824],"architecture",[16],"2026-08-12",{"src":844,"alt":845},"\u002Fimg\u002Fposts\u002Fplataforma-dooh-cloudflare-native\u002Fplataforma-dooh-cloudflare-native-cover.png","Illustration of a distributed screen network around abstract layers of compute, database, media, and state.",1788649408586]