Measurement & Metrics

Audience Measurement

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

Also known as: measurement, verification

Source: MRC OOH Measurement Standards

Related terms

Audience Impression 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). Impression 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. Proof of Play 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.