Making it easier for agencies and brands to evaluate, plan, and buy digital out-of-home media along with online media, the Interactive Advertising Bureau (IAB) DOOH committee has released a glossary that evaluates the commonalities between phrases and identifies unique terms related to DOOH.
DOOH is poised to expand as people's interactions with advertising evolve, with more people use mobile phones to search and connect with brands. Research and Markets estimates DOOH will reach $26.2 billion by 2023.
Consumer exposure to DOOH media is on track to reach 21 minutes on average per week in 2018,
according to PQ Media.
The IAB DOOH Metrics Glossary, introduced by Adrian D'Souza, SVP sales strategy and operations at Intersection and Ryan Pogy, sales director at BroadSign; in a blog post, developed the guide released Thursday, along with other members of the working group.
The guide defines impressions, from viewable to audience to audience reach, and provides details on common DOOH terms, creative specification, audience targeting terms, and performance measurement.
The additional resources section also provides a list of links to documents such as MRC digital place-based audience measurement guidelines and the DPAA's standard advertising units document.