Ad Focus has a wide range of Out of Home products across the United States. Let us know how we can help you.  Drop us a line at Hello@TheAdFocus.com

Sometimes we need to get down to the basics, like defining terms for Out of Home Advertising. Speaking the same language when it comes to our advertising dollars is important. Use this list of terms and definitions as you plan with Ad Focus for Out of Home spending in 2025.

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.

This list was compiled by our friends over at TastyAd and we found it incredibly helpful! Contact Ad Focus for your next successful Out of Home Advertising campaign hello@theadfocus.com!

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