Impressions
The estimated number of times an OOH ad is viewed within a defined exposure area.
Three Impression Types:
Gross Impressions:
Definition: Total potential exposures within maximum Display Exposure Zone
What it means: Theoretical maximum reach without visibility adjustments
Use case: Baseline metric for overall exposure potential
Calculation: All individuals within maximum viewing distance and angle
Viewable Impressions (previously OTS):
Definition: Exposures with evidence of viewing opportunity
What it means: Realistic exposure estimates with conversion data validation
Use case: Standard planning metric for campaign projections
Calculation: Uses conversion behavior data to validate viewability zones
Qualified Impressions (previously LTS):
Definition: Highest probability exposures with strong conversion correlation
What it means: Most accurate measure of actual ad impact
Use case: Conservative estimates for premium campaign valuation
Calculation: Conversion-validated zones accounting for distance, angle, obstructions
Important: Always specify impression type when discussing metrics
Uniques (Reach)
Definition: Number of distinct individuals exposed to inventory at least once
What it means: Unduplicated audience count - each person counted only once regardless of frequency
How it's calculated:
Mobile device data identifies unique audience members
Multipliers scale device observations to population estimates
Cooling period prevents duplicate counting
Use case: Understanding campaign breadth and market penetration
Frequency
Definition: Average number of times a unique individual is exposed to your ad
Formula: Total Impressions ÷ Uniques = Frequency
What it means: Message repetition per person reached
Interpretation:
1.0-2.0: Low frequency, broad reach emphasis
2.0-4.0: Moderate frequency, balanced approach
4.0+: High frequency, message reinforcement focus
Planning implications: Balance reach and frequency based on campaign objectives
Reach Percentage
Definition: Percentage of target population exposed at least once
Formula: (Uniques ÷ Market Population) × 100 = Reach %
Benchmark: Capped at 99% maximum
What it means: Market penetration of your campaign
Example: 25% reach = 1 in 4 people in the market saw your ad
GRP (Gross Rating Points)
Definition: Total impressions as percentage of gross population
Formula: (Gross Impressions ÷ Gross Population) × 100 = GRP
Alternative: Reach % × Frequency = GRP
What it means: Standard industry metric for overall campaign delivery
Example: 200 GRP = delivered impressions equal to 2x the market population
TRP (Target Rating Points)
Definition: Total impressions as percentage of target audience population
Formula: (Target Impressions ÷ Target Population) × 100 = TRP
Alternative: Target Reach % × Frequency = TRP
What it means: Delivery specifically against your target audience
Use case: Evaluating targeting effectiveness vs. broad market reach
Index Scores
Definition: Performance ratio comparing inventory audience to benchmark population
Formula: (% of target in inventory audience ÷ % of target in benchmark) × 100
Interpretation:
100: Matches benchmark exactly
Above 100: Over-performs vs. benchmark (e.g., 125 = 25% better)
Below 100: Under-performs vs. benchmark (e.g., 80 = 20% below)
Benchmarks available:
National: Performance vs. US population
Market: Performance vs. local market (default)
ZIP code: Performance vs. specific ZIP codes
Multiple criteria: When selecting multiple audiences or demographics, the index represents the average performance across all selected criteria
Example: If wine drinkers have an index of 200 and Household CEOs have an index of 150, the combined index would be 175 (the average of both segments)
Audience Index Max: Audience Indices are capped at 300 within the Intelligence Tool
Behavioral Audience Segments (25 Categories)
Auto Intenders: Consumers visiting auto dealers or researching vehicles
Big Box Shoppers: Visitors to large retail chains
Cannabis Shoppers: Dispensary and medicinal marijuana retail visitors
DIY Shoppers: Home improvement store visitors and DIY content consumers
Fast Foodies: Weekly fast food restaurant visitors
Frequent Travelers (Non-Work): Weekend travelers to hotels, airports, resorts
Frequent Travelers (Work): Weekday business travelers
Furniture Store Visitors: In-market for furniture and home goods
Gambling Enthusiasts: Casino, betting center, racetrack visitors
Gamers: Connected gaming console users (5+ hours/week)
Golf Visitors: Golf course and driving range visitors
Gym Visitors: Fitness facility members
Household CEOs: Female consumers with children shopping at grocers/retailers
Live Events Attendees: Monthly concert and event attendees
Mobile Phone Store Visitors: In-market for new phones/service
Movie Goers: Regular cinema attendees
Night Lifers: Bar and restaurant visitors
Non-Brand Shoppers: Local shop and boutique visitors
Parents Young Kids: Parents with children under 5 years old
Payday Loan Shoppers: Payday loan center visitors
Pet Owners: Pet store, dog park, pet service visitors
Pharmacy Shoppers: Pharmacy visitors (including in-store pharmacies)
Purple Voting Areas: Residents of swing-state/swing-county areas
Sports Fans: Stadium, arena, sports bar visitors
Wine Drinkers: Wine venue visitors and wine content consumers
Demographic Categories (20 Total)
Age (8 categories):
18-20, 21-24, 25-34, 35-44, 45-54, 55-64, 65-74, 75+
Income (6 categories):
$0-19K, $20-34K, $35-49K, $50-99K, $100-199K, $200K+
Gender (2 categories):
Male, Female
Ethnicity (4 categories):
White/Caucasian, African American, Hispanic/Latino, Asian
Inventory Types (Main Categories)
Billboards:
Large-format roadside displays
Formats: Bulletins, Posters, Junior Posters, Spectaculars, Wallscapes
Static and digital options
High-traffic arterial and highway locations
Street Furniture (also called Street Level):
Pedestrian-level advertising
Formats: Transit Shelters, Urban Panels, Kiosks, Newsstands, Benches, Bike Shares
Urban and suburban placements
Close proximity to foot traffic
Place-Based:
Location-specific indoor/outdoor media
Categories: Arena & Stadium, Cinema, Retail, Shopping Malls, Bars & Restaurants, Health & Beauty, Office & Residential, On-Campus, Recreation, Point-of-Care, In-Store, Fuel Stations
Captive audience environments
Transit:
Three subcategories with distinct characteristics:
Transit - Rail/Subway Station:
Station-based advertising
Formats: Posters, Domination, Platform Wraps, Kiosks, Wallscapes
Commuter audience focus
Transit - Fixed Route:
Public transportation vehicle advertising
Formats: Bus Kings, Queens, Full Wraps, Half Wraps, Tails, various combinations
Moves along fixed routes daily
Important: Each listing represents a package of multiple vehicles grouped by garage/system
Metrics show average performance across all vehicles in the package
Transit - Dynamic Fleet:
Mobile advertising on various vehicle types
Formats: Taxi Toppers, Car Wraps, Mobile Billboards, Delivery Robots, Scooter Screens
Flexible routing patterns
Static Vs. Digital
Static:
Fixed creative display
Single advertiser per location
Longer campaign commitments typical
Digital:
Electronic displays with rotation
Share of Voice (SOV) determines your ad frequency
Shorter booking windows available
Real-time creative updates possible
Share of Voice (SOV):
Percentage of total display time (1-100%)
Example: 50% SOV = your ad shows half the time
Affects impression delivery proportionally
Geographic Terms
Market (previously DMA):
Television market area used for media planning
Examples: New York, Los Angeles, Chicago
Non-overlapping regions covering entire US
CBSA (Core Based Statistical Area):
Metropolitan/micropolitan statistical areas
Defined by census population centers
Smaller than markets, may overlap
ZIP Code:
Postal code boundaries
Most granular geographic targeting option
Useful for hyperlocal campaigns
Transit-Specific Terms
Fixed Route Package:
Group of transit vehicles with same media format
Typically organized by garage or system coverage
Cannot select individual vehicles
Metrics represent average across all vehicles in package
Asset:
Individual transit vehicle (bus, train car, taxi, etc.)
Multiple assets comprise each package
Media Product:
Specific ad format on vehicle
Examples: Bus King (30"×144"), Bus Full Wrap, Taxi Topper
Media Position:
Street-side: Faces traffic (LEFT in right-driving markets)
Curb-side: Faces sidewalk (RIGHT in right-driving markets)
Only applies to transit inventory