Digital Out-Of-Home Advertising (DOOH) Industry Terms
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.
