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Purchase intent is a measure of the probability that a consumer will purchase a service or product.

Proof of play reporting is the logging of playout data on media owner players, each time a piece of content is played. The player logs an occurrence, stores it and then it can be provided to advertisers for analysis.

A play in DOOH differs from an impression in online, as it has a defined length, start and end time.

In relation to ‘straight ahead’ the OFFSET is the angle away from this path at which the poster is located. The OFFSET is an important factor in calculating the visibility of the frame.

The percentage of respondents who claimed to have noticed a screen.

Multi-Sensor-Tracking devices are used by Route to monitor the movement of participants in the Travel Survey. These use a combination of GPS and other sensors to detect people's location and movements on a second-by-second basis. They are designed to work both above ground and below, even when there is no mobile signal available. These provide accurate positioning to 1m.

The interval of time when a DOOH message is viewable.

Derived from eye-tracking experiments, Route has defined the distance from which posters can be seen. This varies, and is dependent on the dimension of the frame. A larger frame will have a longer visibility distance.

Our measure of audiences is a net estimation, incorporating eye-tracking studies to give a more realistic likelihood-to-see factor, rather than the opportunity to see (OTS) used by other media. See EYE-TRACKING.

Percent difference in visitation rates between exposed audience and unexposed audience. Also known as “Incremental Lift”.

In DOOH terms it is a measurement of response from an ad server to a Media Unit request from the user browser, which is filtered from robotic activity and error codes and is recorded at a point as close as possible to opportunity to see the Media Unit by the user, also called a view

One individual, seeing one advert, once. This is a mathematical rule applied in audience calculations. The definition of a Route IMPACT uses LIKELIHOOD TO SEE (LTS), not OPPORTUNITY TO SEE (OTS). In other words, it is adjusted for VISIBILITY.

A term used to measure the size of an audience reached by a specific media vehicle or schedule. In the DOOH landscape, GRP means the total number of impressions delivered, expressed as a percentage of a market population. One rating point represents impressions equal to 1% of the market population. In the calculation of GRPs, total impressions must first be reduced to the in-market impressions of individuals who live in the defined market and are part of that market’s population base. A...

The number of times the target audience is typically exposed to content, advertising, or a specific ad, in the defined time frame. Frequency represents the average exposure when used in conjunction with cumulative reach estimates, though it can also be reported on the basis of specific exposure levels when evaluated in the context of discrete reach estimates through frequency distribution analyses. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1) In a similar vein...

The measurement of an advertising campaign’s influence on physical visitation to a specified location. This enables advertisers to understand the drivers of in-store visitation.

Presence in the defined Screen Exposure Zone while content is deemed to be viewable, though this does not require that the content be viewed or listened to. Exposure is also often referred to as Opportunity-to-See. (Source: MRC Digital PlaceBased Audience Measurement Standards Version 1)

The length of time an individual is in a Screen Exposure Zone which is a location from which the screen is visible and, if appropriate, audible. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1)

The number of times a creative (with a defined spot length) plays fully

The number of times a creative has been viewed, as defined by Routes impact scores

Route data is known as a currency. There is a currency for each advertising medium (e.g. BARB for television). By creating a common measure of all formats equally, and giving a specific value to each, media space may be planned, traded, evaluated and reported based on the currency.