OOH/DOOH Industry Glossary

A standard-size OOH poster format, typically measuring 12'3" x 24'6". The most common poster size used in outdoor advertising, displayed on poster panels along surface streets.

Special DOOH ad format using anamorphic (perspective illusion) techniques to create a three-dimensional visual effect on digital screens.

A standardized smaller poster format, typically measuring 6' x 12'. Often used in urban neighborhoods to target pedestrians and local traffic at street level.

A portable, foldable advertising stand placed near business entrances, single or double-sided. The simplest and cheapest outdoor ad format.

The total number of vehicles passing a specific point on a highway each day, averaged over the course of a year. Used to estimate potential exposure for roadside OOH displays.

A fixed-length segment of a screen’s playback schedule grouping ad plays into one round of advertising — the rhythm unit of the playlist. Frequencies are commonly expressed as plays per block. Analogous to the commercial break in TV and radio.

Occurs when a digital OOH ad plays through to the end of its scheduled duration without being skipped or interrupted.

The number of advertising displays per unit of surface area in a geographic zone.

An online marketplace platform that connects supply (SSP/publishers) and demand (DSP/advertisers) to buy and sell advertising inventory in an automated way, often through real-time auctions.

Deceptive schemes where perpetrators fool advertisers into paying for worthless placements, fake impressions, or non-existent traffic. Less prevalent in DOOH than online due to physical screens.

A collection of advertising inventory owned or managed by media owners, serving as an intermediary that matches supply with advertiser demand across multiple screen locations.

A single playback of an advertisement on a DOOH screen. The basic unit of delivery in digital out-of-home. One ad play may generate multiple impressions, since many people can see a single screen. Also known as spot, ad show, playout. Not to be confused with impression, which measures audience (people), not screen events.

The recalled recognition of an OOH advertising message by an individual or audience after exposure. May depend on the size, originality, and frequency of the creative.

The percentage of consumers who recall a specific advertisement or brand even after the exposure period has ended. A key effectiveness metric.

A system that stores, manages, and delivers ad creatives to screens or digital environments, while also recording impressions and basic performance statistics.

A software code snippet that buyers provide to ad networks or exchanges, calling the advertiser’s server to display the correct creative on the appropriate screen.

Technologies, formats, software, and services that enable the delivery, control, targeting, and measurement of advertising across OOH and digital channels.

A creative configured for delivery — the creative plus its placement settings such as schedule, targeting, and activity periods. The unit trafficked into playlists and loops. A campaign consists of advertisements; a single playback of an advertisement is an ad play.

Ratio measuring the concentration of a target audience in a display’s audience relative to the population average. An index of 120 means 20% more target-audience-aligned than average.

An independent media buying unit, often housed within a holding company or agency, specializing in programmatic buying and optimization across channels including DOOH.

German Joint Industry Committee (Arbeitsgemeinschaft Media-Analyse) responsible for standardized media audience measurement, including OOH reach data via the "ma Plakat" study. https://www.agma-mmc.de/

Advertising displays in airport terminals, security checkpoints, boarding gates, and lounges, reaching a high-spending, frequently-traveling audience.

The screen time a DOOH screen has to fill and, as a commodity, the seconds or share of the loop an advertiser buys on it. It does not mean the hold period (how long a campaign stays up) or a single ad play.

The number of OOH units required to achieve a desired GRP level in a given market.

OOH advertising formats beyond traditional billboards, street furniture, or transit. Includes arenas, stadiums, health clubs, airports, elevators, gas stations. Also called experiential media.

Ads incorporated into existing environments to create surprising displays in unexpected places — floors, escalators, washrooms, shopping carts, etc.

The distance measured along the line of travel from the point where an OOH unit first becomes fully visible to the point where the copy is no longer readable. Longer approach = more viewing time.

Methods used to assign credit to channels or touchpoints for a conversion or campaign goal. In DOOH, typically relies on mobile data, footfall measurement, or multi-touch models.

Purchasing OOH inventory based on assembled demographic and behavioral audience segments rather than by specific locations or units.

The process of quantifying the number of viewers of OOH advertising. Uses methods including traffic counts, mobile data, computer vision, and survey-based research.

A defined group of people with shared characteristics (age, interests, mobility behavior, purchase intent) that can be targeted in a campaign.

Interactive technology that overlays digital imagery onto the real-world environment, used to enhance OOH displays such as transit shelters and experiential installations.

A programmatic deal type where inventory is reserved with guaranteed volume and price, but the transaction process (insertion orders, trafficking) is automated through platforms.

Canopy or awning with advertising information, installed over storefronts and entrances.

Describes advertising structures equipped with illumination that sends light through the advertisement from behind, enhancing visibility during nighttime or low-light conditions.

Showing ads to audiences based on observed behavioral patterns — travel routes, shopping habits, app usage, or browsing behavior — often leveraging mobile data.

A message from the SSP to DSPs offering available inventory for bidding, containing information about the screen, location, audience, and context.

A DSP’s response to a bid request containing either a bid with a price and creative, or a decline.

Large outdoor advertising display intended for viewing from extended distances, generally more than 50 feet. The most common and recognizable form of OOH advertising, available in multiple standardized sizes.

The display area on an OOH unit that extends beyond the live copy area, often to the edge of the finished panel or frame.

Special poster paper with a blue reverse side used in billboard printing to prevent the underlying old poster from showing through.

The process of reserving OOH advertising surfaces for a specific campaign period.

The measurable increase in brand awareness, perception, or purchase intent between people who were not exposed to an OOH campaign and those who were.

Measures and controls to ensure that ads do not appear alongside harmful, inappropriate, or off-brand content. In DOOH, primarily concerns screen environment and adjacent advertisers in the loop.

The advertiser’s or agency’s written description of a campaign: the product, the message, the audience and the goal, often with a budget and dates. The media owner answers it with a proposal.

The largest standardized OOH format, typically measuring 14' x 48'. Usually freestanding structures along freeways and major highways, offering high visibility and long-distance readability.

Advertising space on the rear of a bus, highly visible to motorists following the vehicle.

A curbside structure located at regular stopping points along urban bus routes. Provides advertising panels at eye level to pedestrians and transit users waiting for buses.

A creative element in OOH/DOOH advertising inviting viewers to take a specific action, such as scanning a QR code, visiting a URL, or visiting a store.

A single or series of advertising messages designed to accomplish a set of objectives over a defined interval of time, placed across one or more OOH formats and locations.

The specified timeframe during which an advertiser can cancel or terminate an OOH advertising contract without incurring penalties.

Advertising placed in locations where the public is constrained to stay for a period (elevators, waiting rooms, queues), maximizing exposure time.

Three-dimensional letters with internal illumination or halo backlighting, used in signs and rooftop installations.

The process of selecting and scheduling individual OOH unit locations to maximize advertising objectives such as reach, frequency, demographic targeting, and geographic coverage.

A measurement of traffic volume in a market, representing the number of people (vehicular and pedestrian) with an opportunity to see an OOH display. The raw traffic count before likelihood-to-see adjustments.

Standard backlit street furniture advertising panel (approx. 1.2 x 1.75 m), typically integrated into bus shelters or freestanding urban kiosks. Also known as Citylight or CLP (City Light Poster).

Large-format backlit display unit, typically in 18/1 format, on a monopod stand at premium urban locations.

Backlit poster panels typically measuring 120x175 cm, placed at bus stops and high-pedestrian-traffic locations at eye level.

The situation where an excessive number of adjacent advertisements diminish each other’s effectiveness and individual impact.

Cylindrical vertical advertising structure placed in pedestrian zones. Can be used exclusively by one advertiser (exclusive column) or shared (general posting).

The practice of keeping ads of direct competitors from playing adjacent to each other — back to back or within the same block. Typically enforced by assigning campaigns to conflict categories whose members must stay apart.

AI-based technology using cameras and neural networks to anonymously detect, count, and analyze audiences passing DOOH screens. Can estimate demographics, attention, dwell time, and gaze direction without storing personal images.

Software platform for managing, scheduling, and distributing content across DOOH screen networks. Works on a push model, sending schedules to screens in advance.

Adapting advertising content based on external contextual parameters such as weather conditions, current events, or local happenings.

The elimination of gaps in a media schedule by maximizing the duration of a campaign, ensuring consistent audience exposure over time.

The content, artwork, or advertising message displayed on an OOH unit, including text, images, graphics, and design elements.

A time-based pricing model where advertisers pay a fixed rate per day for their ad to be displayed on a specific OOH structure.

The cost of delivering 1,000 impressions. Calculated by dividing total media cost by (total impressions / 1,000). The standard pricing metric in DOOH and programmatic buying.

A cost efficiency measure calculated as media cost divided by gross rating points. Used to compare value across markets and media types.

Cost of reaching 1,000 advertising contacts. Synonymous with CPM in OOH contexts.

The geographic boundaries of a market exposed to an OOH campaign, and the percentage of population reachable by available inventory.

The visual and textual content of an advertisement — a media asset or set of assets sharing one style and message, often in multiple format variants (resolutions, orientations, image or video) for different display types. Becomes an advertisement when combined with delivery settings such as schedule and targeting.

Technical requirements that creatives must meet to be displayed on specific DOOH screens, including resolution, aspect ratio, file format, duration, codec, and maximum file size.

The ability to connect a user’s interactions and exposures across different devices (mobile, desktop, tablet) for measurement and attribution of DOOH campaigns.

An OOH display positioned to be visible to traffic traveling on the opposite side of the roadway. Usually cheaper than right-read.

Technical infrastructure for collecting and managing online and offline data across channels and providers in real time, used for audience targeting.

Time-based targeting that allows DOOH ads to be displayed during specific time periods (morning commute, lunch, evening rush, late night).

A unique string of characters assigned to a programmatic advertising transaction, used to identify and execute specific negotiated deals between buyers and sellers on ad platforms.

A technology platform that allows advertisers and agencies to purchase DOOH advertising inventory programmatically, manage bidding strategies, set targeting parameters, and optimize campaigns in real time.

Statistical characteristics of a population — age, sex, race, ethnicity, income, education — used to define and target specific audiences for OOH campaigns.

A billboard using computer-controlled LED display technology capable of showing multiple advertising messages that rotate every few seconds. Content can be changed remotely and instantly.

Any OOH display that uses digital/electronic technology to show advertising content. Includes digital billboards, digital street furniture, digital transit displays, and place-based digital screens.

Addressable electronic OOH screens that change advertising content remotely, located in specific venues (malls, gyms, offices, medical waiting rooms). Excludes roadside digital billboards.

Technology of digital information and advertising displays. General term for systems managing digital screens for advertising and information content.

A mode of message transition on digital displays where one creative gradually fades out while the next fades in.

The strategic placement and spacing of OOH units across a market, impacting the reach, frequency, and demographic profile delivered by a campaign.

Format where a single advertiser occupies all advertising surfaces in a specific space (metro station, mall, airport) for a defined period, maximizing impact.

OOH strategy oriented toward generating foot traffic to a physical point of sale, using geographic proximity and activation messaging.

The interval of time a consumer spends in close proximity to an OOH advertisement, providing opportunity to notice and engage with the message.

Technology that generates or adapts DOOH creatives in real time based on external data triggers — weather conditions, time of day, audience demographics, inventory levels, sports scores, or other live data feeds.

The minimum number of exposures needed for an advertising message to be effective with the target audience.

The number or percentage of persons within the target audience exposed to an OOH advertising schedule an average of three or more times during the campaign period.

Small to medium digital screens in office building and residential elevator lobbies, classified as captive audience advertising.

Letters, figures, mechanical devices, special lighting, or 3D elements attached to the face of an OOH unit to create special visual effects and extend beyond the standard display surface.

Thematic categories of DOOH screens based on location type — street furniture, rail, roadside, underground, airport, retail, mall. Standardized term for classifying DOOH inventory.

A media owner’s whole portfolio of advertising structures and sites, with their leases, permits and upkeep (UK trade usage: "poster estate"; US usage often says "plant"). It includes the structures and sites themselves, so it is broader than inventory, which covers only the advertising space offered for sale.

See also: inventory.

Marketing strategy that directly engages consumers through participation in a brand experience, often incorporating OOH elements like interactive installations, pop-ups, and immersive environments.

A metric developed by Geopath providing a more accurate count of how many people actually look at an OOH advertisement, adjusting raw circulation for visibility factors.

The surface area on an OOH structure where advertising copy is displayed. A single structure may have one or multiple faces visible from different directions.

The cardinal direction (N, S, E, W) that an OOH unit faces, indicating which direction of travel has primary visibility.

Fachverband Aussenwerbung — German trade association representing OOH media providers (now rebranded as Bundesverband Aussenmedien / BAM). Covers over 90% of German OOH industry revenue. https://aussenmedien.de/

Non-commercial content that occupies unsold air time on a screen — house promos, weather, news, decorative content. Keeps the loop free of dead air when commercial demand does not fill it. Also known as filler content or house ad.

A contractual agreement granting an existing advertiser the option to renew or extend their use of an OOH advertising space before it is offered to other buyers.

Information that companies collect directly from their own audiences, customers, or operations. Used in DOOH for audience targeting and measurement.

The length or duration of an advertising campaign, sometimes divided into distinct segments. A standard billboard flight is typically four weeks.

Advertising visuals applied to floor surfaces in public areas such as shopping malls, stations, and airports using special materials.

The minimum price set by the media owner below which the inventory will not be sold.

CGI/augmented reality campaigns simulating spectacular outdoor advertising that doesn’t physically exist, created specifically for social media virality.

The number of people passing by a location or entering a defined area. A key metric in DOOH for measuring physical audience exposure and for attribution.

Method of measuring effectiveness by linking OOH ad exposure to subsequent store visits using mobile location data.

The average number of times an individual is exposed to an OOH advertising message during a defined campaign period. Higher frequency increases message retention and recall. In DOOH scheduling the term is also used delivery-side — how many times an advertisement plays on a screen per unit of time, e.g. plays per block or per hour.

Limiting the maximum number of times a specific ad is shown to a user to avoid oversaturation and optimize campaign efficiency.

The creation of a virtual geographic perimeter using GPS, Wi-Fi, or cellular data to activate campaigns, trigger mobile ads, or measure audience behavior within that area.

The US non-profit organization (formerly the Traffic Audit Bureau / TAB) that provides standardized, audited audience measurement for OOH advertising.

Delivering advertising impressions to people located within specific geographic locations. In DOOH, achieved by selecting screens in target areas.

The total number of in-market impressions delivered by an OOH schedule, expressed as a percentage of a market’s population. One GRP = impressions equal to 1% of the market population.

Unconventional, highly creative advertising tactics designed to grab attention in unexpected places, relying on surprise, humor, and low-cost execution for maximum impact.

A visual representation of traffic density, audience concentration, or exposure intensity across locations, used for planning DOOH placements and understanding audience flow patterns.

Temporary fence surrounding a construction site, used as an advertising surface. Offers large display areas in high-traffic zones.

The amount of time an ad stays displayed on an OOH medium before it is replaced by a new campaign. In traditional OOH, typically four weeks; in DOOH, can be any duration.

International organization that developed standards for DOOH measurement, including the DOOH Measurement Guide. Has local chapters in multiple countries.

Institute for Digital Out of Home Media — German DOOH industry association that develops standards, conducts audience measurement (Public & Private Screens Study), and promotes programmatic DOOH. https://idooh.media/

OOH structures equipped with lighting (front-lit or back-lit) that provides visibility during nighttime or low-light conditions.

A single instance of an ad being viewed (or having the opportunity to be viewed) by one person. The foundational unit of OOH audience measurement and the basis for CPM pricing. Synonymous with OTS (opportunity to see) in DOOH trading contexts. Not to be confused with ad play, which counts screen events — one ad play typically generates multiple impressions.

A DOOH-specific metric. Factor used to calculate how many impressions a single ad play generates, since one screen play is seen by multiple people. Varies by time, day, and location.

Analysis methodology to measure the additional impact (store visits, sales, app installs) generated by a DOOH campaign compared to a control group or scenario without the campaign.

Advertisements placed inside locations such as malls, transit stations, airports, restaurants, gyms, elevators, and office lobbies. A subset of OOH/place-based media.

OOH advertisements that engage consumers through interactive elements — touchscreens, gesture recognition, QR codes, NFC, augmented reality, or motion sensors.

The total collection of OOH/DOOH advertising spaces (screens, panels, faces) available for sale within a media owner’s network or across multiple networks.

Advertising displays located on freestanding kiosks in high-traffic areas — malls, transportation hubs, urban sidewalks — often featuring interactive or digital capabilities.

A large display assembled from LED modules, used as a DOOH screen outdoors or in venues. Its resolution and aspect ratio follow the module grid, so its aspect ratio is rarely 16:9. Outdoor inventory is usually called an LED screen or LED billboard. It differs from a video wall, which joins several flat panels into one image.

A box-shaped advertising structure with internal illumination that lights through translucent advertising material.

The portion of the OTS audience who are likely to actually see an ad, based on factors like speed of travel, angle, distance, and display characteristics.

The clear, unobstructed view of an OOH advertisement from a specific vantage point.

Data and analytical models that help understand human behavior in physical space — traffic flows, visit patterns, dwell times, points of interest — used to optimize DOOH targeting and planning.

A detailed inventory of all specific locations and OOH displays included in a campaign, typically showing addresses, facing, format, circulation, and pricing.

The complete rotation cycle of all advertisements scheduled to play on a DOOH screen before repeating. A typical loop may contain 6-8 ad slots, each playing for 8-10 seconds. Loop length and slot structure are set by the network operator’s loop policy.

The total playing time of one complete loop — the screen’s full rotation before content repeats. The core parameter of a network’s loop policy: together with slot length it fixes how many ad slots exist and how often each spot plays per hour. Common values run from 60 to 180 seconds.

Backlit or digital advertising structures positioned at strategic points within shopping malls, targeting shoppers with high-dwell-time exposure.

A physical inspection of the OOH units comprising a campaign in a specific market, where the buyer travels to each location to verify condition, visibility, and placement quality.

The process of purchasing advertising space and time on OOH media. In OOH specifically, the leasing of advertising surfaces.

A digital display integrated into the facade of a building, used to show video and animation content.

The combination of different media channels (OOH, digital, TV, radio, print, social) used together to meet advertising objectives.

A company that owns and operates OOH advertising inventory in a given market.

Strategic document defining where, when, and how advertising will be placed, containing display locations, dates, budget, and expected metrics.

The commercial activity of selling OOH advertising space to advertisers and agencies.

Oversized billboard format (typically 60+ sqm, up to several hundred sqm), used for high-impact outdoor advertising in premium locations. Significantly larger than standard billboard formats.

Large-format internally illuminated outdoor advertising panel with safety glass cover, providing high-impact visibility both day and night. A premium OOH street furniture format.

The interval of time a single DOOH advertising message is displayed on screen before transitioning to the next ad in the loop. Typically 10-15 seconds.

A truck, trailer, or vehicle equipped with one or more billboard panels, either parked at strategic locations or driven through targeted areas to bring the advertising message directly to audiences.

Anonymized location data from mobile devices used to measure OOH audience exposure, movement patterns, and attribution. Sources include SDK data, carrier data, and bidstream data.

French OOH audience measurement institute (formerly Affimétrie), providing the reference audience currency for outdoor advertising in France. Uses GPS tracking, mobile operator data, and simulation modeling. https://www.mobimetrie.fr/

Billboard structure supported by a single tall pole, typically located on highway margins and roundabouts for long-distance visibility.

An attribution model that distributes credit for a conversion across several touchpoints in the customer journey, recognizing OOH’s role alongside digital, search, and other channels.

A large-scale advertisement painted or applied directly onto the exterior surface of a building wall, often blending artistic design with brand messaging.

Advertising constructions using neon (gas-discharge) tubes for decorative illuminated signage.

The total number of unique individuals exposed to an OOH advertisement during a campaign, representing the unduplicated audience size.

A group of OOH displays sold or managed together as a booking unit, usually grouped by geography, venue type, or audience characteristics.

Short-range wireless technology that allows DOOH screens to interact with nearby smartphones, enabling content delivery, engagement tracking, or directing users to digital experiences.

The national trade association representing OOH media companies, suppliers, and affiliates in the United States, focused on legislation, marketing, product improvement, and industry standards.

Percentage of time or periods in which an OOH unit is sold versus total available. A key inventory performance indicator.

A public programmatic marketplace where multiple DSPs bid in real time for available DOOH impressions with no pre-negotiated terms.

A basic measure of media exposure that estimates the number of people who have the potential to view an OOH ad based on traffic and proximity, without adjusting for whether they actually noticed it. In DOOH programmatic trading, OTS is used interchangeably with impression as the audience currency.

All media formats specifically intended to reach consumers outside the home, encompassing billboards, street furniture, transit, place-based, digital, and alternative/experiential formats.

A state where booked campaigns together demand more air time than the schedule provides. Resolved either by rejecting the excess campaigns or by proportionally lowering the frequency of all campaigns.

The extension of an OOH advertising campaign beyond its originally contracted end date, typically offered at no additional cost when the space has not been sold to another advertiser.

OOH media located in specific venues — grocery stores, gyms, doctors' offices, gas stations, stadiums, cinemas — creating targeted advertising in contextually relevant environments.

A sequence of advertisements scheduled to play on a DOOH screen in a defined order.

A physical location of relevance (retail stores, transit stations, restaurants, competitors' locations) used for geotargeting and DOOH campaign planning.

The scheduled date when a poster or OOH campaign begins, with a five-day leeway window customary in the industry for installation completion.

Detailed directions provided by an advertiser or agency to an OOH company, specifying which creative goes on which locations, with start dates, rotation schedules, and special requirements.

A private, one-to-one programmatic arrangement between a single media owner and advertiser, offering premium DOOH inventory at a pre-negotiated fixed CPM price. The buyer gets first-look access before the inventory goes to open auction.

A real-time auction restricted to buyers the media owner has invited or approved, usually run at second price. In DOOH every creative passes the media owner’s moderation before it can play, which makes the open auction of the web impossible — the private auction is the standard auction format of the medium. Distinct from the private marketplace, which is the curated deal arrangement; the private auction is the bidding format that typically runs inside one.

A programmatic deal where a media owner curates specific premium DOOH inventory and makes it available to a select group of buyers at negotiated pricing.

The automated buying, selling, and delivery of DOOH advertising through technology platforms (DSPs, SSPs, exchanges), using data-driven targeting and either real-time bidding or automated guaranteed deals.

A programmatic deal type with reserved inventory and pre-agreed conditions, where both price and volume are guaranteed. Combines the automation of programmatic with the certainty of traditional direct buys.

Device that projects advertising imagery onto surfaces of buildings, sidewalks, and other objects, adapting projections to the shape of structures.

Certification and documentation provided by an OOH company confirming that contracted advertising was executed as agreed, typically including photographs and impression reports.

Automated report confirming that a specific ad was displayed on a specific DOOH screen at a specific time. Standard verification in digital campaigns.

Delivering DOOH ads on screens located within a set distance radius around a specific physical point of interest, ensuring ads reach audiences near relevant locations.

The study and classification of consumers based on attitudes, values, lifestyles, aspirations, and other psychological criteria, used alongside demographics for OOH audience targeting.

Freestanding vertical advertising structure mounted on one or more poles, typically located near shopping centers, gas stations, and commercial areas.

A two-dimensional barcode displayed on DOOH creatives that viewers can scan with smartphones to access digital content, websites, apps, or special offers.

An official price list provided by OOH media owners detailing costs for various ad units, locations, formats, and campaign durations, often including seasonal pricing and volume discounts.

The approximate percentage or number of a target audience’s population who notice an OOH advertising message at least once during a defined campaign period.

An auction process in programmatic DOOH where available impressions are offered and sold in milliseconds to the highest bidder, with targeting, pricing, and creative decisions made automatically.

Identifying (through mobile data) people who were exposed to DOOH advertising and showing them follow-up ads on other channels (mobile, web, social media).

An OOH display positioned on the same side of the road as the approaching traffic flow, visible on the driver’s right side. Generally considered more valuable than cross-reads.

An advertising structure placed on the roof or above the cornice line of a building, typically illuminated and featuring a brand logo.

Periodic movement of advertising posters between structures within a campaign’s location program, creating the effect of an expanded campaign. In digital OOH, rotation also means cycling several ads or creatives through a shared slot or campaign, each play showing the next in turn.

An OOH advertising display capable of rendering digital content, ranging from large-format LED roadside billboards to small-format LCD screens in elevators and retail.

An advertising panel with a scrolling mechanism that sequentially displays multiple posters by rotating them vertically or horizontally.

Variation in OOH demand, performance, and pricing according to time of year, weather conditions, and population mobility patterns.

The fraction of a loop’s time or slots allotted to one advertiser or content category. Largely synonymous with share of time (SOT); ad servers use it as a scheduling quota that keeps the ratio constant as loop contents change.

The percentage of total loop time allocated to a specific advertiser on a DOOH screen. If an advertiser has one 10-second spot in a 60-second loop, their share of time is 16.7%.

A metric measuring a brand’s advertising presence relative to competitors within the same DOOH environment, loop, or market. Expressed as a percentage of total available ad slots or impressions.

A metric indicating the level of market exposure or coverage for an OOH campaign, historically expressed as a percentage — e.g. a 50 showing meant daily exposure equal to 50% of the market population. Largely superseded by GRP- and impression-based metrics.

The physical place where an advertising structure or screen is installed: an address with its permits, and for structures on leased land, a lease. One site can carry several structures or faces. Some media owners count each panel or face as a site; check which sense a source uses.

A single advertising position within a DOOH screen’s loop rotation. A screen typically has 6-8 slots, each displaying one advertiser’s ad for a set duration.

An adhesive strip or overlay applied to cover or modify a portion of the copy displayed on an OOH unit, used for price changes, date updates, or promotional additions.

Strategy combining DOOH and social media to maximize visibility, for example by displaying user-generated content on public screens or amplifying DOOH campaigns on social platforms.

A large, high-impact, non-standard OOH advertising structure, usually larger than 14' x 48', positioned at a prime high-traffic location, often utilizing special lighting, 3D elements, moving parts, or digital enhancements.

A single play of an ad on a DOOH screen. Synonym of ad play. Campaigns may be purchased by number of spots per day or hour.

Advertising displays integrated into eye-level structures positioned along streets and sidewalks, including bus shelters, kiosks, benches, newsstands, bike-share stations, and urban information panels.

The physical material used to produce OOH display faces, including vinyl (PVC), polyethylene (PE), polypropylene (PP), paper, mesh, and fabric.

A technology platform that helps DOOH screen owners manage, package, and sell their inventory programmatically, connecting their supply to demand through exchanges and DSPs.

The total number of in-market impressions from a specific target demographic audience, expressed as a percentage of that target population. TRPs refine GRPs by focusing on the desired audience segment.

Advertising placed on or inside taxis and ride-hailing vehicles, including roof-mounted displays, rear window films, and full wraps.

The recording of vehicles and/or pedestrians passing a given point, used to authenticate and calibrate circulation figures for OOH advertising structures.

Advertisements displayed on or within public transportation vehicles (buses, trains, subways, taxis) or in transit facilities (stations, platforms, airports, terminals).

Areas designated for OOH advertising within transit environments — airports, train stations, subway platforms, bus terminals — where audiences have extended dwell times.

An OOH unit with a face composed of triangular rotating slats (prisms) that allow three different advertising messages to be displayed in rotation at timed intervals.

An external signal (weather, time of day, currency rates, sports scores, facial recognition data) that initiates the display of a specific creative on DOOH screens.

Union de la Publicité Extérieure — French trade association representing outdoor advertising operators, serving as the industry’s official representative to public authorities since 1953. https://upe.fr/

Ultra-violet cured coatings applied over printed inks on OOH substrates to prevent color fading and deterioration from sun exposure.

Selection of specific venue types or environments (restaurants, gyms, malls) for ad placement based on expected audience behavior.

The metric determining whether a DOOH ad had a real chance of being seen by the audience, defined by factors including screen-on time, creative play confirmation, and audience presence.

A metric that refines raw audience impressions by adjusting for factors like viewing distance, angle, speed of travel, obstructions, and screen size.

A defined number of screens within one viewable area (e.g., a bus stop), synchronized with primary and secondary screens.

The largest form of OOH advertising, displayed prominently on the sides of buildings or large walls. Created by painting directly on walls or attaching large vinyl/mesh prints to building facades.

A high volume of posters strategically placed in a concentrated urban area — on construction barriers, walls, or approved surfaces — to create a bold visual impact through repetition.

Advertising applied to the interior or exterior surface of windows, either as adhesive film or painted directly.

Large vinyl advertisements completely or partially covering vehicles (bus wraps, car wraps), buildings, or other structures, transforming entire surfaces into branded advertising displays.