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.

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