OOH and DOOH Glossary

A method of measuring the number and legally permitted characteristics of people viewing advertising content on digital screens. For Audience Measurement purposes, technologies and devices such as sensors, detectors, or mobile applications are used.

We often say that in advertising, the most important thing is a good idea and that it’s most difficult to come up with one. The second issue is maintaining a balance between literalism and metaphor. If you remember the “dog in the fog” brand, you probably also remember the dogs being walked on leashes, dogs that weren’t there (that is, they were, but in the fog, so they couldn’t be seen…). This is ambient. Out-of-home advertising in any non-standard form, not on a billboard but in a different way.

In outdoor advertising, it refers to an advertising medium where the lighting falls on the advertisement from behind. Jet Line’s MobiJet advertising cars are precisely backlights. It’s also used to describe the material from which advertising posters are made, whose feature is light transmission.

This is a ready-made poster in a large format and also a board, an advertising device on which the poster is displayed. Billboards come in various formats: 12 sq.m., 18 sq.m., 36 sq.m., 48 sq.m.

The average number of emissions in a specific time, e.g., per
minute, hour, or day. (IAB Poland)

Price for 1000 contacts (IAB Poland)

Price for a thousand emissions of an advertising spot on
a DOOH screen. (IAB Poland)

Price for a single emission of an advertising spot. (IAB Poland)

Price for viewing a spot. (IAB Poland)

A content management system that allows for creating, editing, and publishing advertising content on screens. CMS enables managing multiple screens and content formats.

The viewing angle of a user in which the advertisement is visible and readable, which depends on the distance and size of the advertisement and the screen resolution.

Literally “to cut out”. We use this term for a three-dimensional element mounted on a board that is an inherent part of the graphics but extends beyond the outline of the advertising structure. They enlarge the advertisement and draw attention.

A digital medium combining online
and offline space. Spots are presented on screens
placed in public spaces,
building interiors, and public
transportation. (IAB Poland)

Deal ID is a unique number assigned to a programmatic
transaction. (IAB Poland)

A tool for advertisers used to purchase
advertising space in the programmatic model. (IAB Poland)

Specified duration of a spot, the most popular
being 10, 15, 30 seconds. (IAB Poland)

A technique for adapting advertising content emitted on digital screens to potentially interested viewers, based on available data about the audience and context. DCO enables generating attractively personalized content in real-time.

Playback of a spot to the end or to a specified point, which is considered satisfactory from the perspective of effectiveness and as such is subject to payment by the advertiser.

A digital advertising and information medium
presenting spots in the form of graphics, photos, videos
or animations. (IAB Poland)

Broadcasting content, mainly advertising, on
DOOH screens. The content can be static or
dynamic. (IAB Poland)

Broadcasting content in a specific sequence and
time. (IAB Poland)

Playback of a single advertising spot on DOOH
screens. Broadcasting content, mainly advertising, on
DOOH screens. (IAB Poland)

Emission of one spot reaches one viewer. (IAB Poland)

Emission of one spot reaches many viewers. (IAB Poland)

An advertising technique that limits the number of times a specific ad is shown to a particular group of viewers. This helps avoid overexposing viewers to the same content and increases campaign effectiveness. It’s a limit on the number of times a given ad is shown to a specific user within a defined time frame.

In outdoor advertising, it refers to an advertising medium where lighting falls on the board from the front, thanks to lamps mounted in front of the poster. The most common formats of such illuminated boards are 6x3m, 12×3m, and 12×4m – the latter being the format of our Motorway boards.

People to whom the advertisement is directed,
determined based on established criteria
(age, gender, interests, location,
income, etc.) (IAB Poland)

Generally, it’s the position and process of determining the location of objects or people using GPS or device IP, usually given as geographic coordinates. In outdoor advertising, geolocation is gold. Thanks to it, you can be quite precisely where you want to be and where your audience is. The location and context of carriers can be one of the most perfect inspirations for creation.

Screens placed inside buildings. (IAB Poland)

A complete list of screens on which
spots are broadcast. (IAB Poland)

Jet Line is an outdoor advertising agency based in Warsaw. We specialize in executing outdoor (OOH) and digital outdoor (DOOH) campaigns throughout Poland. We design, produce, install, and monitor visual advertisements, helping brands achieve their sales and image goals.

The number of movements in the vicinity of the screen that gave
a potential chance to view the advertisement. (IAB Poland)

Digital, still graphics broadcast on
Digital Out-of-Home screens. (IAB Poland)

Creation with elements of movement or animation
broadcast on Digital Out-of-Home screens. (IAB Poland)

Video spot presented on Digital
Out-of-Home screens. (IAB Poland)

Creation based on data
retrieved from the network. (IAB Poland)

The place where each individual carrier is placed: billboard or screen. It can be part of a public space, e.g., a place by a national road or highway, a communication route by a street, a bus stop, or a storefront, e.g., a shop, restaurant, beauty salon, etc.

A coefficient used to estimate the number of people who saw a Digital OOH advertisement. The Impression Multiplier is calculated based on traffic data and population density in a given location, as well as studies on the degree of viewers’ attention and engagement. The Impression Multiplier helps determine the effectiveness and value of DOOH ads. In Poland, we assume its value is 2.4, while in Western countries, the coefficient ranges between 1.8 and 2.6. A value of 2.4 means that each displayed advertisement on each individual Digital OOH screen is viewed by 2.4 people. In internet advertising, this coefficient is 1.

Eight cities in Poland that are the largest in terms of population, and therefore also those where the so-called purchasing potential is the greatest: Warsaw, Krakow, Wroclaw, Lodz, Poznan, Gdansk, Szczecin, Katowice + GOP.

A network of Digital OOH screens from Jet Line. MORE are in G8 (in the 8 largest cities in Poland), located in storefronts of shops, service points, and catering establishments.

Motorway 12×4 m is a network of OOH carriers, billboards in the largest format of classic outdoor: 48 sq. m.
It’s the largest in Poland and the only such organized network of boards. Motorways are located along the busiest roads in the country, near expressways and highways, in locations selected based on traffic intensity measurements.

We select Motorway carrier locations with great care so that the advertisements on them have excellent exposure. One large poster in an excellent location is better than dozens of small ones in a crowd of others.
Motorway surfaces are illuminated. This guarantees excellent visibility 24 hours a day, even in winter when there’s more night than day.

An advertising car from Jet Line, mobile advertising in the city. We have 12 cars, each MobiJet has two 6x3m advertising surfaces, so our MobiJet fleet consists of 24 billboards in the classic 18 sq. m. format. We say they’re billboards in motion, but very importantly, they don’t have to drive constantly to work effectively. MobiJets work great in advertising campaigns in smaller towns, where there aren’t enough carriers or when there’s no need for the campaign to last a whole month. A MobiJet campaign can last as long as you need: a day, a weekend, a week.

MyLED is the name of one of our services: a platform for executing DOOH campaigns. We have 101 screens in 46 cities in Poland that power this platform, and thanks to it, we can easily and quickly broadcast your advertisements on screens.

Analytical tools and data sources about emissions and audience
(computational models and artificial intelligence based on mobile
data from smartphones, sensors, infrared sensors,
cameras, data from road managers and public spaces
such as shopping malls, public transport, fitness clubs
or medical facilities, or the Outdoor Track study). (IAB Poland)

An open programmatic sales model. Any
advertiser and any publisher can buy and sell
in it. (IAB Poland)

Conversion Window – the time in which a user must perform a specific action after seeing an advertisement for it to be considered a conversion.

The time during which advertising spots can be broadcast on the screen. Operating hours may vary depending on the type of screen (OOH or indoor). A good industry practice is to adequately adjust screen operating hours to realities and, for example, dim or turn off screens where possible to minimize their environmental impact.

Out of home, outdoor, external advertising, communication in space. The first form of communication between people in space, which from time to time gets modern attire: signboards, billboards, murals, DOOH screens. It has been working for thousands of years, can there be anything more effective?

A set of screens, selected in terms of
best fit, on which one campaign
is implemented. (IAB Poland)

Broadcasting content in a flexible form with
specified campaign parameters and
real-time reporting. (IAB Poland)

Documentation confirming that the advertisement was
broadcast in accordance with the agreement between the advertiser and
media provider. (IAB Poland)

This is an automated model of purchasing
Digital Out of Home advertising using specially prepared
internet platforms. (IAB Poland)

This is an auction of advertising space in which
only advertisers invited by
the publisher can participate. (IAB Poland)

A model in which one of the advertisers has
priority in purchasing advertising space
at a predetermined rate. (IAB Poland)

This model is most similar to sales
in the traditional model, with the difference that campaign
management is on the advertiser’s side. (IAB Poland)

… or vinyl? We’ll definitely ask you this question when we’re talking about a campaign on Motorway 12×4 m. Posters can be printed on paper or vinyl material, and both have their pros and advantages. Which one to choose depends on various factors, e.g., graphic design, campaign duration, and even the time of year.

The cost of reaching a thousand people with a single spot. Calculated based on the net audience, which is the number of people who had a real opportunity to see the advertisement.

A system in which prices and ad placement on screens are determined in an automated way in real-time. RTB allows for automatic matching of ads to the user’s profile and interests, and optimization of costs and campaign effectiveness.

A technique of re-displaying ads to people who have previously seen a given ad on screen. Retargeting aims to remind about a product or service and encourage returning to the website and performing the intended action (conversion).

Meaning “in real time.” In marketing, it refers to a witty action that usually humorously relates brand communication to an event happening right now. In Digital OOH communication, real time means the ability to respond instantly on screen by setting emission conditions. The trigger affecting spot emission can be temperature, amount, date – any variable that can be digitally defined.

A tool for publishers used to offer
their advertising space in the
programmatic model. (IAB Poland)

This is a specific time segment on screen that is designated for a single ad display.

A commercial message presented on
Digital Out-of-Home screens.

The process of dividing a market or target group into smaller subgroups with similar characteristics, needs, or behaviors. This facilitates creating personalized and effective marketing strategies.

An advertising board or advertising device providing information about the business activity conducted on the property where this advertising board or advertising device is located” (Article 2 point 16 d of the Spatial Planning and Development Act of March 27, 2003). Thanks to the signboard, Izabela Łęcka, riding in her carriage from Aleje Ujazdowskie, “On Krakowskie could see from afar the signboard reading: J. Mincel and S. Wokulski, and one house closer, a new, not yet finished shop with five front windows with mirror panes.”

A mobile form of outdoor advertising where a vehicle always plays the main role. The advertisement can be mounted on a board permanently attached to the vehicle, or the vehicle can be partially or fully wrapped with specially printed vinyl. A variation of this form is an advertising trailer pulled by a vehicle.

Adjusting the emission plan to match
the target group selected based on behaviors. (IAB Poland)

Specifying hours or times of day when spots
are broadcast. (IAB Poland)

Adjusting the emission plan to match
the target group selected based on demographic
data, e.g., age, gender. (IAB Poland)

Specifying locations where spots are
broadcast. (IAB Poland)

A signal that affects the change in an advertising
campaign. It can be a single value or
range of values of any parameter on
which the campaign is based. (IAB Poland)

Screens placed on and in public transport vehicles
and on ticket machines. (IAB Poland)

Materials, usually advertising content, displayed on
Digital Out-of-Home media that can take
either static or dynamic form. (IAB Poland)

Part of an advertising structure – the surface where advertising is displayed. A classic construction consists of a board mounted on one or two poles and in terms of lighting, it can be backlit or frontlit.

Common, abbreviated name for the document, whose full title is “Act on Amending Certain Acts in Connection with Strengthening Landscape Protection Tools,” passed on April 24, 2015, and effective from August 17, 2015. Its purpose and spirit was to equip municipalities with tools to actively and effectively support landscape aesthetics. In practice, the act has been reduced to advertising matters, though it actually affects all entrepreneurs, not just advertising media owners. The act has been controversial from the start and is subject to criticism. We regularly write about the landscape act on our blog: https://jetline.pl/wiesci-z-jet-line/

All potential and actual viewers who are within the reach of an advertising medium. The audience size is expressed numerically and depends on context, including location, screen parameters, and surroundings.

Actual unique viewers – people who saw the advertisement, meaning they had contact with the spot. We consider contact with a spot to occur when the screen is in the viewer’s field of vision for a minimum of 2 seconds.

On paper or vinyl? We’ll definitely ask about this when you’re planning a campaign on Motorway 12x4m. This is also important information for graphic designers and DTP operators preparing files for printing, and of course for the printing house. Both materials have their pros and cons – we’ll advise which to choose based on factors including campaign duration and objectives. You don’t need to decide this for MobiJets, as we always print posters on vinyl here. You can find specifications for preparing files on paper and vinyl for Jet Line media here.

A digital communication platform enabling
the broadcast of lifestyle and informational video content
in public spaces such as fitness clubs,
medical clinics, office buildings, etc. (IAB Poland)

is a measure of DOOH advertising reach that takes into account viewer visibility and attention. VAC is calculated based on data about location, time, and environmental conditions of digital screens, as well as research on viewer behavior.

This is an indicator that shows what percentage of the target audience saw the advertisement displayed on screens. It is one of the most important parameters for evaluating the effectiveness of advertising campaigns in Digital OOH. To calculate this indicator, you need to know the number of people who could potentially see the advertisement (opportunity to see) and the number of people who actually saw the advertisement (actual impressions). Reach is therefore equal to the ratio of actual impressions to opportunity to see multiplied by 100%.