While the Digital Out of Home space has roots in both traditional and digital advertising, it also has nuances of its own. This advertising format has been rapidly growing in popularity and to help marketers better understand this tactic, we have defined some of the most common DOOH definitions below. 

  • Ad Recall: the estimated number of people who are likely to remember being shown ad advertisement days after seeing it. 
  • Affinities: segments of consumers who have been identified as sharing interests or behaviors by two separate companies. 
  • Awareness: consumers’ knowledge of a specific brand, product or business. 
  • Audience Targeting: this strategy targets consumers based on specific demographics and interests. 
    • 1st Party Audience Targeting: this refers to data that is collected by a company first hand to use for retargeting. 
      • Examples: site visitors, email subscribers, customers, etc.
    • 3rd Party Audience Targeting: this refers to data that is collected by a company that does not have a direct relationship with the audiences that data is being collected on. 
  • Brand Lift: the measurement of a marketing campaign’s impact in fostering a positive shift in consumer perception and awareness of a brand. In order to determine this, a Brand Lift study must be conducted. 
  • Cost Per Thousand (CPM): the price an advertiser pays to serve 1,000 ad impressions.
  • Demand Side Platform (DSP): this refers to digital systems that allow marketers to purchase ad inventory and manage data through one interface. 
  • Digital Out of Home (DOOH): this is a broad term for advertising that reaches users when they are outside of their home. 
  • Frequency: the number of times an ad is shown to a target audience.
  • Impression: this represents the number of times an ad was shown on a screen. In the DOOH space, this is sometimes referred to as a “play”. 
    • 1 : Many:  DOOH campaigns are measured similarly to the way that impressions are measured for traditional billboards and media. Rather than counting one ad exposure as one impression (1:1), most DOOH platforms include an Impression Multiplier that multiplies the number of times an ad was shown by the number of people who were likely to be in that location when it appeared. 
  • Foot Traffic Attribution: this measures the impact of an advertising campaign on driving visits to actual stores. 
  • Large Format: digital billboards that can be seen along highways, bus stops, on buildings, etc. 
  • Lookalike Audiences: audience segments that are modeled off of another audience in order to reach similar people.
    • Examples: website retargeting lookalike audience, past purchaser lookalike audience, CRM lookalike audience. 
  • Message Duration: the length of time that a DOOH advertisement is viewable.
  • Mobile Extensions: certain DOOH platforms, such as Vistar Media, allow advertisers to target audiences across DOOH inventory and mobile devices. 
  • Open Exchange: media buying done through an Open Exchange allows marketers to leverage various inventory suppliers with consistent measurement and high flexibility. 
  • Place-Based: place-based strategies target contextually relevant environments to reach users in native settings.
    • Examples: ads for concerts displayed on jukeboxes, retail ads in malls, vitamin supplement ads in gyms.
  • Private Marketplace Deals (PMP): this media purchasing strategy allows buyers to negotiate and purchase specific inventory spaces and pricing with inventory providers.
    • Example: advertising on a specific billboard in Times Square.
  • Point of Purchase: this refers to ad placements within shopping destinations. Marketers can target these locations to help influence purchasing decisions while consumers are in the store where the promoted products are available. 
  • Screen: the device that is used to deliver a DOOH message.
  • Trigger Targeting: this tactic enables ads to show only under certain defined conditions in order to be more relevant and influential. 
    • Examples: weather triggers that activate ads when it is snowing, sports triggers that activate ads when a team is winning, etc. 
  • Venue: this a categorical location, such as a bar or mall, that can be targeted to reach people based on the type of physical environment they are in.
    • Venues on Vistar’s platform include: airports, ATMS, bars, billboards, casinos, convenience stores, doctors’ offices, family entertainment, gas stations, gyms, liquor stores, malls, movie theatres, , office buildings, physical therapy facilities, retail, salons, school, sports entertainment, taxis and transit.

To start strategizing a DOOH campaign for your clients, reach out to your Coegi Account Manager or send an email [email protected].

Leave a Reply