Glossary
DOOH terms, explained simply
Out-of-home advertising has its own vocabulary. Each entry gives you the plain-language definition first: no jargon required to understand it.
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CPM (cost per mille)
CPM (cost per mille) is the price an advertiser pays for one thousand impressions. Plain-language definition with the formula.
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DCO (dynamic creative optimization)
DCO (dynamic creative optimization) automatically adapts an ad's content from a template and live data: location, weather, time. Plain-language definition.
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DOOH (digital out-of-home)
DOOH (digital out-of-home) is advertising on digital screens in public places: streets, malls, stations and shops. Plain-language definition.
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Impression
An impression is one opportunity for a person to see an ad. In out-of-home, impressions are estimated from audience and traffic data. Plain-language definition.
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OOH (out-of-home)
OOH (out-of-home) is any advertising that reaches people outside their home: billboards, posters, transit ads and digital screens. Plain-language definition.
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Programmatic DOOH
Programmatic DOOH is buying digital out-of-home screen time automatically through software instead of manual contracts. Plain-language definition.
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Share of voice (SoV)
Share of voice (SoV) is the portion of advertising presence one brand holds compared with everything else in the same space. Plain-language definition.
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VAC (visibility-adjusted contact)
VAC (visibility-adjusted contact) is an out-of-home impression adjusted for how likely people were to actually see the ad. Plain-language definition.