Jargon Buster

Dividing a broad group of consumers or businesses into subgroups (known as segments) based on shared demographic/psychographic/behavioural attributes. Segmentation is often used to create target audiences (comprised of one or more segments) or to customize an offer or message for specific segments.

Sentiment looks at the emotional tone of the content and usually measures it from positive to negative. For example, the sentiment of content on climate change may be positive i.e. celebrating lower carbon emission levels, or negative i.e. criticising carbon emission levels.

An ad that was reported to have begun to render at the screen. Note that in the vast majority of DOOH experiences, all ads (when served) are fully viewable for the entirety of the play. In the digital media world, this term is commonly known as a “play”.

The number of times a creative (with a defined spot length) has started playing (May Visibility area not play fully)

Stitching the ads within the content prior to delivery in one single stream. This eliminates buffering and, as with DAI, allows for dynamic changes.

The time spent between a user starting an application, computer or website and logging off or quitting.

Average % share of viewed impacts across the dimensions reported on for the campaign (e.g. Play, hour, panel, geography)

Average % share of total time across the dimensions reported on for the campaign (e.g. Play, hour, panel, geography)

Measures the percentage of brand awareness within a given market which a brand or organisation enjoys