Digital Out-Of-Home Advertising (DOOH) Industry Terms
November 22, 2024
A
Ad Impression The number of times an advertisement is displayed to viewers. In DOOH, impressions are typically measured using traffic and audience data.
Ad Loop A repeating sequence of advertisements displayed on a digital screen.
Attribution The process of connecting advertising exposure to specific consumer actions, like store visits or purchases.
B
Beacon Technology Bluetooth-enabled devices that communicate with mobile phones to deliver location-specific advertisements.
Billboard A large format outdoor advertising structure, often digital in the DOOH space.
C
Campaign A set of coordinated advertisements delivered to achieve a specific marketing goal.
Contextual Advertising Ads that are tailored to the environment, time of day, or audience near the display.
CTV (Connected TV) A television that connects to the internet, often overlapping with DOOH in programmatic advertising.
D
DOOH (Digital Out-Of-Home) Digital media used for advertising in public spaces, such as digital billboards, transit screens, and mall displays.
Dynamic Content Advertising content that updates in real-time based on triggers like weather, traffic, or social media trends.
E
Exposure The number of people who have the opportunity to see a specific ad.
F
Frequency The number of times an ad is displayed to the same audience within a campaign.
G
Geofencing A virtual perimeter around a specific location where targeted advertisements are triggered on mobile devices or DOOH screens.
Geotargeting Delivering ads based on the geographic location of the audience.
I
Impressions Multiplier A calculation to estimate the total number of viewers for a single ad play, often factoring in traffic and audience data.
Interactive Display A screen that allows users to interact with the content, such as touchscreens or gesture-controlled displays.
L
Location-Based Advertising Ads tailored to the specific geographic location of the DOOH display.
M
Measurement The process of evaluating the performance of a DOOH campaign, such as impressions, engagement, and conversions.
Mobile Integration Coordinating DOOH campaigns with mobile advertising to create a seamless multi-screen experience.
O
OOH (Out-Of-Home) Traditional outdoor advertising, such as billboards and transit ads, often enhanced by digital elements in DOOH.
P
Place-Based Media DOOH screens located in specific venues, like gyms, malls, or airports, targeting a captive audience.
Programmatic DOOH The automated buying and placement of DOOH ads using real-time bidding and data-driven strategies.
R
Real-Time Bidding (RTB) A method for buying ad space in real-time through an auction system, often used in programmatic DOOH.
Reach The total number of unique people who see an advertisement.
S
Screen Network A collection of digital displays managed by a single company or system, used to run coordinated campaigns.
Sightline The direct visibility of a digital screen to the audience.
T
Traffic Data Information about vehicle or pedestrian movement near a DOOH display, used for targeting and impression calculations.
V
Viewability The degree to which an ad is visible to its intended audience on a DOOH screen.
W
Wayfinding Screens that combine advertising with directional or informational content, often in large venues or transit hubs.
