DOOH glossary paves way for industry-wide advertising standards
Posted on: Tuesday 09 February 2021 | IAB UK
The DOOH Glossary has been developed by IAB UK’s Digital Out-of-Home (DOOH) Advisory Group, the trade body for Out-of-Home (OOH) advertising Outsmart and the industry’s audience measurement body Route
The DOOH glossary marks the first time that the DOOH industry has come together to agree on a set of shared terms across multiple areas, including measurement, programmatic and targeting. It follows significant growth within the DOOH industry over the past few years, with the sector now evolved to a point where ads are increasingly bought programmatically.
While the glossary currently only applies at a UK level, the aim is to drive adoption globally and use this as a base to develop a set of cross-industry standards.
As Tina Lakhani, IAB UK’s Head of Ad Tech, says: “Agreeing on a core set of technical terms not only makes the industry more accessible to advertisers, it is also key to greater transparency and sustainability for this burgeoning sector.”
Tim Lumb, Director of Outsmart, agrees: “Language and definitions are foundational for media accountability, and as DOOH continues to grow both in stature and capability - offering 60+% weekly reach of the population with fantastic targeting and creative dynamism - it makes perfect sense for IAB UK and Outsmart to collaborate and deliver standardisation for clients.”
Robert Ray, CEO of Route, added: “Route is unique amongst audience currencies because it measures viewed impacts for advertising, rather than OTS or impressions. The new DOOH glossary preserves this important distinction, which is vital for the continued transparency and accountability of the medium.”
What will DOOH in a post-pandemic world look like?
We brought together members from VIOOH, Kinetic Worldwide and Hivestack to share their thoughts on the future of DOOH in a piece first published by The...Learn more
How to succeed in Digital Out-of-Home Advertising
In this guide, members of our Digital Out-of-Home Group share their strategies for advertising successLearn more
What does the launch of the DOOH glossary mean for the industry?
Talon Outdoor, VIOOH and Knitting Media on why the development of Digital Out-of-Home Glossary is a significant step for the industryLearn more
Global announces launch of DAX across outdoor and audio
Global announce that DAX, its digital audio advertising product, will be available to digital outdoor advertisers from February 2020Learn more