In the MLN MattersÂ® MM8863 article, CMS speaks to the proper use of modifier -59. Specifically, CMS states that modifier -59 is the most widely used HCPCS modifier and can be broadly applied. Distinct services.
The signs are typically used in busy traffic areas, where advertisers are willing to pay a premium for them. A digital billboard costs $250,000 to $300,000, roughly half what it did five years ago, but much more than the $5,000 to $50,000 for a traditional billboard. Space on the digital signs fetches a premium in part because up to six advertisers can share a single location.
For instance, it's estimated that outdoor signs cost $3.56 per thousand impressions and newspaper ads cost $19.70 for that number of impressions. He also says one wrapped vehicle will net between 30,000 and 80,000 impressions per day, depending on how far and where the car is driven. All in all, he estimates the cost to be less than $44 per million impressions.