Core Concepts & Terminology
Understand key DOOH concepts including impressions, CPM, screen loops, aspect ratios, and proof of play.
Understanding the terminology used across Digital Out-Of-Home (DOOH) advertising helps you optimize campaign budgets and maximize ROI.
📊 Impressions & Audience Telemetry
Unlike online digital ads (social/search), DOOH measures footfall and viewer presence near physical displays:
- Footfall: Total count of individuals passing through the screen's field of view.
- Verified Impressions: Estimated viewer count based on camera sensors, dwell time thresholds, and historical venue footfall data.
- CPM (Cost Per Mille): Cost per 1,000 impressions.
CPM Formula: CPM = (Total Spend / Total Impressions) × 1000
📺 Screen Loops & Slot Allocation
Digital displays operate on continuous cycles called Loops:
- Loop Duration: Standard loop duration is typically 60 seconds.
- Slot Length: Ad slots are available in 6-second, 10-second, or 15-second durations.
- Frequency: A 10-second ad running on a 60-second loop plays 60 times per hour per screen.
🎨 Aspect Ratios & Specifications
To ensure optimal visual presentation on outdoor screens, ad creatives must match screen orientation:
| Orientation | Aspect Ratio | Standard Resolution | Common Venues |
|---|---|---|---|
| Landscape | 16:9 | 1920 × 1080 px | Mall Atriums, Metro concourses, Billboards |
| Portrait | 9:16 | 1080 × 1920 px | Elevator lobbies, Retail kiosks, Tech parks |
| Square / Banner | 4:3 / 21:9 | 1440 × 1080 px / 2560 × 1080 px | Storefront banner displays |
🧾 Proof of Play (PoP)
Proof of Play is an authenticated log generated by screen player software verifying that your creative was successfully rendered at the specified timestamp, screen ID, and location.
In FairAds AI, Proof of Play data is automatically compiled into downloadable campaign reports under Reports.
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