Measurement & Metrics

Frequency

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.

Source: MRC OOH Measurement Standards

Related terms

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