The process of dividing a broad consumer or business market into sub-groups based on shared characteristics to target them more effectively.
Digital marketplace for the buying and selling of ad space, connecting Supply Side Platforms (SSPs) and Demand Side Platforms (DSPs).
A number of consumers who remember seeing an ad or a brand being advertised on an out-of-home display.
A trading system developed by large agencies to make programmatic purchasing more efficient for their customers. Agency Trading Desks usually access larger inventories through several DSPs and can be connected to additional data streams via Data Management Platforms (DMPs).
Small wireless devices that transmit signals to nearby smartphones or tablets, enabling location-based marketing within stores.
A measurement of the direct impact of advertising on consumer perceptions and behaviors towards a brand.
The complete sum of experiences that customers go through when interacting with a brand, from awareness to purchase and beyond.
Advertising that is targeted to consumers based on their current context or environment, such as location or activity.
The practice of displaying products from different categories together to encourage additional purchases.
The number of people who will see a campaign at least once.
The average cost of a pre-defined action (conversion, click of a specific link, time on site).
(also called cost per impression or cost per thousand), is a commonly used measurement in marketing & advertising. It is the cost an advertiser pays for one thousand views or clicks of an advertisement or the impressions of an DOOH display.
The cost of delivering 1,000 impressions from individuals who notice the advertising on displays.
A system for managing data used by agencies, advertisers, or publishers. Most first party data is managed and integrated with third party data to combine user information and activities as well as to optimise media purchasing.
A platform that allows brands and agencies to automatically bid on ad inventory. DSPs determine the best possible inventory for reaching a target audience, place buys, and report on the performance.
Demographic profile of target audience or consumers intended for an outdoor advertisement who would most likely to be interested in your product or service. Defined by certain attributes, such as age, sex, race, ethnicity, income, lifestyle, brand/media consumption, interests, or purchase behaviour; or some combination for any geographic definition.
A digital display located at the end of a store aisle used to promote products and drive sales.
are also referred to as LED signs or digital signage that allow advertisers the ability to launch campaigns almost instantaneously and can be operated flexibly.
Display Period is the interval of time or exposure when an advertising campaign is run and viewed.
A pricing strategy where prices are adjusted in real-time based on demand, competition, or other factors.
The strategic placement of screens across a market. The distribution of units will impact the reach of the campaign and the demographic profile of the audience that is delivered. Distribution - The strategic placement of outdoor units across a market. The distribution of units will impact the reach of the campaign and the demographic profile of the audience that is delivered.
OOH display that can change its advertising content using digital technology.
The number of persons within the target audience that is exposed to the advertising schedule of an average of three or more times.
Information regarding consumer behaviour that a company collects directly from its customers and owns. It can complement, enhance, and reduce the need for other types of data. It is very valuable due to its accuracy, and can contain for example subscription or CRM data.
The winner of the bidding contest for an ad impression pays the price actually offered.
The number of customers entering a store within a given time period.
The number of who will pass by a location.
The average number of times an individual notices an advertising message within a defined period of time. Frequency in DOOH advertising is typically measured over a four-week period, but can be reported for any campaign length.
The total number of impressions delivered by an DOOH campaign expressed as a percentage of a target audience.
A data visualization tool that shows the most frequented areas within a store, often used to optimize product placement.
Advertising that exists in retail spaces, such as grocery stores.
An unplanned purchase made by a consumer, often influenced by in-store displays or promotions.
The number of times a campaign is seen.
A standalone digital terminal within a store that provides information or services to customers, often used for product searches or self-checkout.
A measure of how often inventory is sold and replaced over a specific period, indicating the efficiency of inventory management.
The combination of media types and associated audience weight levels used together to meet the objectives of a media plan (or advertising campaign).
is a company who owns and has the right to sell out of home advertising space
Sensory branding is a form of advertising that appeals to all the senses of an individual in relation to the brand.
In an Open Auction, a publisher allows access to all bidders connected via the SSP to have access on its inventory. The highest bidder wins the impression.
The average number of times an individual notices an OOH advertising message during a defined period of time.
All types of advertising intended to reach consumers outside the home.
The stages a consumer goes through leading up to a purchase, from initial awareness to the final decision.
A diagram that shows how and where specific retail products should be placed on shelves or displays to increase customer purchases.
Evaluation of a campaign's achievements after the event, often in terms of coverage and frequency.
The point of purchase is where a buyer decides to purchase a product. It differs from POS, by preceeding customers action where they head to the checkout counter.
It is used when planning the placement of consumer products, such as product displays and signage strategically placed in a grocery store aisle.
Similar to POP term is the Point of Sale (POS) which is the point at which a customer pays for products, such as on a website or at a store checkout.
is a way to automatically buy and optimise digital campaigns, rather than buying directly from publishers, designed to replace human negotiations with machine learning and AI-optimisation without human negotiations and pre-set prices. It is done through real-time auctions.
A platform that organises and distributes campaigns and advertising in retail spaces, for example in-store.
The process of analyzing retail data to inform business decisions, including sales, inventory, and customer behavior analysis.
The blending of retail and entertainment to enhance the shopping experience and attract customers.
The approximate percentage of a target audience’s population who notice an advertising message at least once during an DOOH campaign
A metric used to assess the efficiency of a retail store’s use of space, calculated by dividing total sales by the store’s square footage.
Products that are sold during specific times of the year, such as holiday decorations or summer apparel.
A sign or label attached to a store shelf to draw attention to a product or promotion.
The loss of inventory due to factors such as theft, damage, or administrative errors.
A unique identifier assigned to each product for inventory management purposes.
The arrangement of fixtures, displays, and merchandise within a retail store to optimize traffic flow and sales.
A platform that allows publishers to automatically sell their inventory. It allows the setting of floor prices and the bundling of inventory for private marketplaces.
Aggregated data from e.g. platforms and websites that are not owned by the publisher or website operator.
proportion of an advertising campaign’s expenditure or advertising weight that is seen by the wrong target audience or not seen by.at all by the right target audience. This means ad coverage reaches people who are not potential buyers and/or users, and therefore does not bring return on marketing investment.
