Audience & Data

Foot Traffic

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

Also known as: footfall

Related terms

Impression Multiplier 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. 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). Dayparting 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.