Beauty DOOH Glossary

The advertising space a network has available to sell — typically expressed as ad slots within a loop across a set of screens over time.

Digital out-of-home advertising placed inside beauty venues — salons, barbershops, nail bars and spas — where audiences sit, wait and watch for extended periods.

Scheduling ads to play only during chosen parts of the day or week — e.g. salon opening hours or peak appointment windows — to match audience presence.

Digital displays located outside the home that carry advertising whose content can be changed remotely. All DOOH is digital signage, but not all digital signage is DOOH — DOOH specifically carries advertising.

Any electronically controlled display used to show content — menus, wayfinding, information or ads. Becomes DOOH only when it carries advertising that can be updated remotely.

A fixed-length block of content and ad slots that repeats on a set interval. Example: a six-minute loop with 11–15 second ad positions repeating 10 times an hour gives 10 plays per message per hour.

The company that owns and operates the screen network and sells its advertising inventory. In beauty DOOH, the operator who installs and manages salon screens.

Advertising that reaches consumers while they are outside their home — on billboards, transit, street furniture and in venues. The broad category that contains digital out-of-home.

Advertising on screens located in specific venue types (gyms, salons, offices, retail) where a known audience gathers. Beauty DOOH is a place-based medium.

A single playout of a creative on one screen. The raw count of how many times an ad was displayed, before any audience weighting.

The proportion of a loop’s ad slots assigned to one advertiser. A 10% SOV in a 10-slot loop means the brand plays once per loop.

A single advertising creative scheduled to play in a loop. The DOOH equivalent of a TV commercial slot.

The duration of a single ad creative, commonly 7–15 seconds in DOOH. Determines how many spots fit in a loop and is calibrated against dwell time.

The auction-driven marketplace that sits between SSPs and DSPs, matching buyers’ bids to sellers’ DOOH inventory in real time.

The price for one thousand impressions — the standard currency for buying DOOH. Impressions are the basis of any CPM-based transaction.

A unique identifier for a negotiated programmatic deal between a specific buyer and seller, often within a private marketplace (PMP) that auctions select inventory to invited buyers.

Software advertisers and agencies use to buy advertising programmatically, deciding which available impressions to bid on across exchanges.

The share of available ad slots actually sold and playing paid creative. Low fill rate means empty or house-ad inventory and lost revenue.

The minimum CPM a media owner will accept for an impression in a programmatic auction. Bids below the floor are rejected.

Buying DOOH screen time automatically through ad-tech platforms rather than manual insertion orders, with inventory transacted between a DSP and an SSP via an exchange.

A programmatic deal with a fixed price and guaranteed volume of impressions, automated through the pipes but reserved in advance rather than auctioned.

An open-auction model where buyers bid in real time for each available impression. Used in DOOH but with venue/loop constraints that differ from web RTB.

Software media owners use to make their DOOH inventory available to many buyers at once, connecting their screens to demand via an exchange.

The degree to which people focus on a message. Engagement rises with relevance, interactivity and the nature of exposure — captive audiences engage more than passing, non-captive ones.

The canonical DOOH measurement unit: the total number of people with an opportunity to see (traffic), adjusted for notice and dwell time and calibrated to the spot length. The same concept the industry also calls Visibility Adjusted Contact (VAC).

The discipline of counting and qualifying DOOH audiences. Independent bodies (Geopath, MRC) and vendors (Quividi) set methods that turn plays into audited audience impressions.

How long a viewer remains in the zone from which a screen is visible. In beauty venues dwell time is exceptionally long — measured in tens of minutes — which is the core of beauty DOOH’s value.

The average number of times a single individual is exposed to an ad over a period. Long dwell times in beauty venues naturally raise frequency per visit.

The total of all impressions including duplicates (one person counted each time exposed). Gross Rating Points (GRP) express gross impressions as a percentage of a target population.

A counted exposure of an ad to a person. In DOOH it is the foundational unit of currency, but the exact definition varies by standard — from a raw play, to an opportunity-to-see, to a viewability-qualified audience impression.

A factor applied to each ad play to estimate how many people were in viewing range, derived from audience data such as foot traffic and dwell time. Methodologies differ between vendors, so multipliers are not always comparable.

A stricter measurement tier than OTS: people in the exposure zone while the screen is active and viewable. Measurement bodies (IAB, MRC) place it between OTS and audited audience impressions; exact criteria are still being standardized.

The probability of being exposed to a medium’s content or advertising. OTS does not require actual exposure to all content — it counts the chance to see, not confirmed viewing.

A log confirming that a specific creative played on a specific screen at a specific time. The basis for billing and campaign verification in DOOH.

The number of distinct individuals exposed to an ad over a period, counting each person once. Best measured on the basis of audience impressions.

An impression that met a viewability condition (the ad was actually on-screen and seeable). The relationship to VAC/audience impression is debated — some bodies treat viewable impressions as a bottom-up counterpart to VAC’s top-down approach.

Viewers who cannot easily look away or leave — a seated salon client during a 30–45 minute service. Captive exposure drives far higher engagement than passing OOH audiences.

A screen embedded directly into a salon mirror, usually bezel-free, facing the seated client. The signature beauty DOOH format and its highest-attention placement.

Serving ads matched to the audience’s context and mindset in the moment — relaxation, self-care, grooming. Beauty venues offer a uniquely receptive moment for relevant brands.

A compact display at a manicure or pedicure station. Hands are occupied and eyes are free, producing some of the longest dwell times in beauty DOOH.

Screens near where a buying decision or transaction happens — a salon retail shelf or checkout — used to influence product purchases in the moment.

Screens placed where people wait with little to do — salon chairs, waiting areas, nail stations. Long, low-distraction dwell makes point-of-wait ideal for storytelling, not just glances.

A salon, barbershop, nail bar or spa that hosts screens in exchange for a revenue share. The supply side of a beauty DOOH network.

The portion of ad revenue paid to the host venue for carrying screens. The commercial backbone of beauty DOOH: salons monetize their space, operators get distribution.

A screen with no visible frame or border, so the image sits flush on the surface. Essential for mirror displays, where any bezel would break the illusion of a screen-in-glass.

A screen’s luminance, measured in nits (cd/m²). Indoor beauty venues need enough brightness to read through mirror glass without glare; outdoor DOOH needs far more.

The cloud software used to upload creative, build playlists, schedule by daypart and push updates to every screen remotely. The control layer of a DOOH network.

A compact internal video interface (eDP) that connects a media player’s board to an LCD panel. Common in slim, integrated DOOH builds like mirror modules.

The physical display module behind a screen. Key specs for beauty DOOH include brightness, viewing angle (IPS) and resolution, plus a bezel-free outline for mirrors.

The small computer that stores, schedules and renders content on a screen, and reports plays back to the CMS. The brain of a single DOOH endpoint.

Pushing new creative, playlists or software to screens over the network without visiting them — the capability that distinguishes DOOH from static signage.

The pixel dimensions of a display (e.g. Full HD 1920×1080, 4K). At close salon viewing distances, higher resolution keeps creative crisp.

A defined group of people sharing attributes or behaviours, supplied by a data partner and used to target or value DOOH inventory.

Targeting based on the environment and moment rather than personal identity — the venue type, time and surrounding content. A privacy-friendly fit for beauty venues.

Selecting screens or times whose audience matches a desired profile (age, gender, income). Beauty venues skew toward specific, well-defined demographics, which advertisers value.

The count of people passing through or present at a location — the raw input from which DOOH audiences and impression multipliers are estimated.

Anonymised mobile-location signals used to estimate who is near a screen and to attribute downstream visits. Methods range from precise screen location to venue-centroid approaches for indoor screens.