Measurement & Metrics

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.

Also known as: average dwell time

Source: DPAA Glossary

Related terms

Spot Length 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. 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. 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).