Measurement & Metrics

Attention & Engagement

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.

Also known as: engagement, attention

Source: DPAA Glossary

Related terms

Captive Audience 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. Dwell Time 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.