Ad Copy

The advertisement, the subject that appears on the screen (DOOH location). Advertising media contact – Advertising media contact

Ad Exchange

An ad exchange (“online advertising exchange”) is an electronic marketplace where the purchase and sale of digital advertising inventory from different publishers is automated and auction-based in real time (real-time bidding = RTB). In addition to direct marketing, so-called programmatic advertising via RTB represents another marketing channel. The market participants here are the buyer side, known as the demand side, and the seller side (publisher), known as the supply side (SSP). Inventory refers to the advertising spaces or placements that are offered on websites or in apps for advertising insertions.

Ad Server / Content Management System (CMS)

An ad server is automated ad management software used to store, deliver and measure the success of programmatic advertising.

An ad server is often operated by SSP providers in order to deliver the advertising media (DOOH spots) to the connected DOOH screens or their playout PCs on the one hand and to receive playout reports (i.e. reports on successfully played spots) from the playout PCs of the DOOH screens on the other.

Ad Spot Length

Duration of the time that the subject/format represents with the advertising content.

Audience Impression

A unit of measurement that includes the total number of people who have the opportunity to see (also called traffic), notice and dwell on a message, calibrated to the spot length of a media unit. Also defined as the total number of people walking past a digital out-of-home display who are likely to notice a message. This is often referred to as “Visibility Adjusted Contact” or “VAC”.

Audience Reach Measurement

Market study to record performance values (contacts) of OOH locations. Using daily frequencies and daily hydrographs, gross and net contacts are recorded at advertising medium and advertising medium level, as are net reach and GRP. For DOOH, physical visibility is determined as a function of passage, spot and loop duration.

Audience Reach Percentage

Percentage of an addressable target group reached by a particular campaign.

Awareness

The extent to which a consumer is familiar with a brand or product.

Bid Rates

The bid rate is a key figure of the programmatic auction which indicates how many bids are submitted in the auction.  It is usually determined by the bid price and the frequency cap. The advertiser only pays for impressions that are won.

Bid Requests

A bid request is a function that is triggered when a user accesses a digital space / screen with available spots. It then requests a spot to be played in the ad units.

Bid Response

The Bid Response is the response sent by the DSP in response to the Bid Request sent by an SSP, Ad Network or Ad Exchange. The bid request usually includes information about the amount of the bid, an ID of the ad (static or animated subject) and the ID of the participant who placed a bid for the auction.

Content Management System

An application with which digital content can be created, planned, managed and changed.

Cost per Minute CPM

Calculation of operating hours and SOV to determine the cost (price) of one minute of screen time for an advertiser.

Cost per Play CPP (in DOOH)

The cost (price) of delivering a commercial on a screen. The length of the spots can vary (10s and 15s for CC). Cost per Thousand (CPM) – the cost (price) of delivering 1000 impressions or contacts.

Cost per Thousand CPM

The cost (price) for 1,000 impressions / contacts on screens in a market.

Deal ID

Also known as a Deal Identifier, is the unique number assigned to an automated purchase.

Demand Side Platform (DSP)

A technology platform that enables centralised and aggregated media buying from multiple sources, including ad exchanges, ad networks and sell-side platforms, often using the real-time bidding capabilities of these sources.

A technology platform that provides centralized and aggregated media buying from multiple sources including ad exchanges, ad networks and sell side platforms, often leveraging real time bidding capabilities of these sources. DSPs allow advertisers to buy impressions across a range of publisher sites, but targeted to specific users based on information including location and previous browsing behavior. Publishers make ad impressions available through marketplaces called ad exchanges and DSPs automatically decide which impressions make the most sense for an advertiser to buy. Price is often determined by a real-time auction through a process known as Real Time Bidding.

Dwell Time

The length of time an individual is in a Screen Exposure Zone which is a location from which the screen is visible and, if appropriate, audible.

Dynamic Content

The process of creating and enabling responsive and editable creative messaging to deliver contextually relevant messages driven by the smart use of data across DOOH.

Dynamic content can be used with both animated and static spots.

Foot Traffic Attribution / Footfall Measurement

The measurement of an advertising campaign’s influence on physical visitation to a specified location. Enables advertisers to understand the drivers of in-store visitation.

Frequency

The number of times or instances in which the audience is exposed to content, advertising, or a specific ad, in the defined time frame. Frequency represents the average exposure when used in conjunction with cumulative reach estimates, though it can also be reported on the basis of specific exposure levels when evaluated in the context of discrete reach estimates through frequency distribution analyses.

Frequency Capping

A limit/cap on how many times a specific user is shown a particular advertisement within a given time period.

Geographic Targeting

Targeting audiences defined by their location in the real-world. Location attributes can vary from granular attributes such as mobile/GPS-enabled latitude/longitude data tobroader attributes such as DMA or state/province. In technical specifications, targets may simply be referred to as “geo”, “user”, “audience” without spelling out the full term.

Gross Rating Point GRP

A term used to measure the size of an audience reached by a specific media vehicle or schedule. In DOOH, a GRP is defined as the total number of impressions delivered, expressed as a percentage of a market population. One rating point represents impressions equal to 1% of the market population. In calculating GRPs, total impressions are first reduced to the in-market impressions of individuals who live in the defined market and are part of that market’s population base. A frequently referenced term along with GRPs is Target Rating Points (TRPs), which is calculated by the sum of the ratings generated by a segment – often referred to as Target Audience GRPs or more simply TRPs.

Impression

The term “impression” should be avoided when defining the reach of DOOH media. “Impression” is defined as a term for one-to-one media where the delivery of the advertising material, the display (or playout) of the advertising material and the contact with (exactly one) target group are treated as one and the same thing.

For one-to-many media such as DOOH, delivery, playout and contacts must be treated separately: -Delivery: The delivery of an advertising material is NOT the saleable item.  Delivery only involves the physical transfer of the advertising material to the DOOH playout system (where it is usually stored on the local hard drive and played out more than once – see below). -Playout: After delivery, a piece of advertising material is usually played more than once (the smallest bookable unit is usually 1 hour with multiple plays) on a DOOH screen.

Therefore, the contact numbers are adjusted to take into account the expected audience (example: 10 plays in one hour were seen by 90 people; therefore 90 contacts should be recorded). This is a very different consideration than in online.

Impression Multiplier

The multiplier is a DOOH specific metric which informs the buyer exactly how many impressions are delivered in a single ad play. Each impression equates to one viewer. One bid request accounts for one ad play, thereby the multiplier highlights how many impressions are included per bid request.

Likelihood to See

The portion of the OTS (opportunity to see) audience who are likely to see an ad.

The LTS is based on an eye-tracking study, which not only takes into account the perception of the physical advertising medium and the opportunity to see it (OTS), but also includes a more realistic “probability-to-see factor”. This value is determined by the so-called Digital Attraction Multiplier, which indicates the factor by which a contact value of a location changes, differentiated by drivers, pedestrians and object visitors and the presentation of the content – static (SD), animated (AD) and full motion (FM).

Loop

A loop is a repeating sequence of spots shown on a screen. This can be advertising content and, for example, editorial content such as news, weather reports, etc.

The loop usually has a fixed length (e.g. 1 minute) so that the advertiser can be sold a defined contact quantity per booking. As a rule, a booked spot is played once per programme loop; this results in the insertion frequency of this spot (e.g. “every minute”).

Opportunity to See

Refers to an advertising campaign and the number of opportunities a particular audience has to see a particular ad placement.

Position Targeting

Individual control and motif broadcasting of individual screens

Proof of Play

The logging of playout data on specific media owner players/networks, each time a piece of content is played. A player logs an occurrence, stores it and is later provided to advertisers for analysis and audit verification.

For Clear Channel Switzerland, the WEMF provides an independent Proof of Play. With this, a digital certificate can be generated for each recorded campaign, which transparently shows the measured performance values.

For Clear Channel Switzerland, the WEMF provides an independent Proof of Play. With this, a digital certificate can be generated for each recorded campaign, which transparently shows the measured performance values.

Reach

The net (unduplicated) count or percent of the defined universe of the target audience exposed to content, advertising, or a specific ad, in a screen within a defined timeframe. This time frame can be a day, week, or month, or even less-frequent time periods although more frequent reports are generally desirable to users.

Clear Channel always refers to 1 week in its data.

Retargeting

Targeting audiences that are defined by having recently shown interest in said advertiser, interest most often being defined as visiting the advertiser’s website.

Seat ID

A unique identifier used to offer inventory to specific buyers on a DSP platform.

Share of Voice / Share of Time

Average % share of total time across the dimensions reported on for the campaign (e.g. play, hour, panel, geography).

Situative Targeting

Situational spot playout based on criteria such as weather, UV and pollen indices

Spot Length

The amount of time the advertiser has to display their creative message. Standard spot lengths in Switzerland are 10 and 15 seconds.

SSP Supply Side Platform

A technology platform used by DOOH media providers to manage, sell and optimise the advertising space available on their screens in an automated way.

SSPs communicate with DSPs (the buying technology used for a programmatic transaction) via ‘bid requests’; information such as location, screen size, time of day, impressions, floor CPM price etc. for upcoming advertising opportunities.

Tactical Targeting

By means of short-term spot changes, it is possible to react to events, reactive spot broadcasts can be made on the basis of self-supplied data (e.g. commodity management system), spot changes are broadcast in near real time.d

Target Audience

A specific group that an advertiser seeks to reach with its campaign. Target audience is defined by a certain attribute or set of attributes (e.g. women aged 18-24, sports car lovers, shoppers in-market for a new car).

Advertising media contact – advertising material contact

An advertising medium contact is a remembered contact with a screen. These advertising medium contacts are collected in large-scale surveys online and in the DOOH touchpoint.

But just because you have looked at a DOOH screen (and can remember it) does not mean that you have also seen the spot (e.g. from Swisscom) that is running on it. Because this Swisscom spot runs in a repeating programme loop together with other spots. And maybe the other spots were running when I looked at the screen.

So to calculate the average number of contacts with the Swisscom spot (the advertising material contacts), I need to relate the viewing time on the screen during a visit to the DOOH touchpoint to the loop length of the DOOH programme.

If, for example, during a visit to a shopping centre I look at the screens installed there for a total of 30 seconds and the programme loop is 60 seconds long (values purely exemplary), then the chance of seeing the Swisscom spot is approximately 50%. In this case, you only make half an advertising material contact per visit on average.

In the waiting area (bus stop, petrol stations during refuelling, etc.), the viewing time can be significantly longer due to the longer residence time. Let’s assume it is 120 seconds and the loop is 60 seconds (values purely exemplary). Then you have two chances to see the Swisscom spot while looking at the screen and make 2 advertising media contacts per visit.