Here are practical, affordable ways to run digital out‑of‑home (DOOH) ads in Belgium — including where to buy space, which inventory tends to be cheaper, and tips to lower cost.

1. Use self‑serve / programmatic DOOH platforms (best for small budgets)

• Platforms give you access to many Belgian screens, let you target by city/time/venue, and let you start with small, short runs. Glooh is an example of a self‑service DOOH marketplace that aggregates premium Belgian inventory and advertises “budget‑optimized” campaign options. (glooh.co)

2. Buy programmatic inventory from the big outdoor operators

• JCDecaux and Clear Channel both have large digital networks across Belgium (streets, stations, malls, supermarkets) and offer programmatic buying (via exchanges like VIOOH / LaunchPAD). Those publishers let you buy by audience or context, which helps control spend and improve efficiency. (jcdecaux-belux.com)

3. Target lower‑cost venue types (good for affordable reach)

• In‑store / supermarket screens, shopping‑mall panels, gyms and cinema screens usually cost less per impression than flagship large‑format city billboards and airports. JCDecaux specifically sells digital inventory in Carrefour/Delhaize stores and shopping centres; cinemas (Kinepolis/Brightfish) and gym networks (e.g., Basic‑Fit) also sell screen advertising. These venues give captive, relevant audiences at lower price points. (jcdecaux-belux.com)

4. Typical cost expectations (programmatic / CPM context)

• Programmatic DOOH CPMs commonly fall in the mid‑single to low double‑digit USD/EUR range depending on venue and targeting. Recent market reports show programmatic DOOH CPMs averaging around $7–8 (H1–H2 2024 trends), although actual rates vary by screen type, city and daypart. Use this as a planning reference rather than a fixed rate. (mediapost.com)

5. Lower‑cost buying tactics to use in Belgium

• Narrow geography: run in one city or a handful of neighbourhoods instead of national buys.
• Choose venue mix: combine cheap captive venues (shops, gyms, cinemas, gas stations) with a few high‑impact panels.
• Dayparting & short bursts: run only during peak hours or for 1–2 weeks to concentrate impressions.
• Remnant / last‑minute inventory: publishers sometimes discount unsold slots; programmatic buys can access these.
• Reuse creatives & templates: reduce production costs by adapting one master creative.
• Measure & iterate: use platform metrics (impressions, times, location) to reallocate spend to best performing screens quickly. (Many operators offer audience‑guaranteed / measurement products.) (clearchannel.be)

6. Where to contact and how to book

• Direct publisher sales: contact Clear Channel Belgium or JCDecaux Belux for quotes (they can also offer audience‑guaranteed or bundled packages). (clearchannel.be)
• Programmatic exchanges & DSPs: buy via VIOOH, LaunchPAD or other DOOH SSPs connected to DSPs (best for flexible, targetable, and sometimes lower‑minimum buys). (blog.viooh.com)
• Self‑serve marketplaces: try Glooh (or similar regional platforms) if you want an easier booking UI and smaller minimum spends. (glooh.co)

Quick example plan for a small advertiser

• Goal: local awareness in Brussels for 2 weeks
  • Book 1–2 shopping‑mall screens + cinema pre‑show rotations + a handful of Adshel/Adshelves in the target neighborhood via a platform like Glooh or directly through a programmatic deal.
  • Use dayparting (evenings + weekend) and a single 15–20s looping creative.
  • Monitor impressions and shift to the best‑performing venues after week 1.

If you want, I can:

• shortlist 3–5 booking channels (self‑serve vs direct) for your city (e.g., Brussels, Antwerp, Ghent), or
• draft a sample 2‑week media plan and estimated impression mix based on a target budget (tell me the budget and city).