How to Price Photography for Out of Home (OOH) Advertising

Q:

 I’m starting to work for an agency in LA, for beauty clients. At first, she wanted just one day rate for all their client shoots, even though some wanted social media only and others also needed Out of Home. So I emailed her 3 different tier shoot rates with ranges, so going from here on out, she doesn’t think I would get paid the same amount. How do you go about pricing for OOH?

A:

Educating clients on USAGE pricing is a way of life for image creators, and knowing the appropriate or achievable percentages is a bit of a guessing game with no exact rule to it. I use https://artistmanagementassociation.org/chart-of-usages for their “% value of rate,” which is 10-15% for OOH. I also want to discern if that includes “digital” or not. Points I consider: * The impact of your image on this OOH ad

* What type of budget do I think is possible w/ this client

* What type of fee % do the talent agents charge for this

* I will try for a 25% additional fee first and use that as a negotiating starting point