The digital out-of-home advertising (DOOH) market in Ukraine is actively developing, combining technology, data, and creativity into new communication formats. Along with this, the need for a shared understanding of the terms and processes used by industry participants is growing — from media agencies to screen owners and advertisers.

In order to establish a unified interpretation of key concepts, the IAB Ukraine DOOH Committee prepared the DOOH Glossary — a glossary of digital out-of-home advertising terms that will help professionals communicate more effectively, align standards, and develop the market in a unified direction.

During the work on the glossary, the committee used materials from the IAB UK DOOH Glossary, adapting them to the Ukrainian market.

The DOOH Glossary is a tool that brings the professional community together around a unified terminological base and contributes to the further development of digital out-of-home advertising in Ukraine.

A

Audience impression — a metric that takes into account the total number of people who had the opportunity to see an advertisement, notice it, and spend a certain amount of time near it. It takes into account the duration of the ad display. Also known as Visibility Adjusted Contact (VAC).

Algorithm — a set of mathematical instructions which, taken together, produce a specific result.

Audio — advertising that can be heard.

Ad server — a web server with software designed to deliver advertising impressions. Its functions also provide the ability to track and manage advertising metrics.

Audience reach % — the percentage of the addressed target audience reached by a specific campaign.

B

Bid response — a response to a bid that is sent by the DSP within the RTB system in response to a bid request that was sent by an SSP, advertising network, or advertising exchange. A bid response typically includes information about the bid price, the creative identifier (banner or video), and the identifier of the participant that placed the bid in the auction.

Brand lift — a measurement of the effectiveness of an advertising campaign in creating positive changes in brand perception and awareness.

Behavioural profiles — profiles based on past observed behavior, typically within 30–90 days. They may or may not relate to a profile of unique users.

C

Conversion window — the number of days after an ad impression during which a company associates customer visits with an advertising campaign.

Consumer experience — a person’s perception of an advertising block while viewing a screen.

Content distribution server — a server or computer used to store content for its distribution to digital media (digital signage).

Content management software/system (CMS) — an application used to create, schedule, manage, and modify digital content. Software for digital screens used for management and scheduling is an example of a content management system.

D

Demo targeting — a method that allows advertisers to show ads to specific users based on demographic information such as age, gender, and income, which may be obtained from website registration data or other sources.

Dynamic content — the process of creating adaptive content that uses data to deliver contextually relevant messages in DOOH.

Delivered impacts — the number of creative views recorded by technical devices.

Demand-side platform (DSP) — a technology platform that provides centralized and aggregated media buying from multiple sources, including advertising exchanges, networks, and supply platforms, often using the real-time trading capabilities of these sources.

E

Exposure — presence within a defined contact zone with a screen at the time when the content is visible. This does not mean that the content was necessarily viewed or heard. Also known as Opportunity-to-See (OTS).

Exterior — open retail spaces such as pedestrian streets in the city centre or walkways around shopping centres.

F

Frame — the physical enclosure of an advertising display. A frame may show a single static image, a series of images with a scrolling mechanism, or contain a digital screen capable of displaying multiple individual advertisements.


G

Geographic targeting — targeting audiences defined by their real-world location. Location attributes may range from highly granular data such as latitude/longitude from mobile/GPS, to broader attributes such as DMA or state/province. In technical specifications, targets may simply be labeled as “geo,” “user,” or “audience” without a full description of the term.

Global Positioning System (GPS) — a satellite navigation system that provides accurate location determination for electronic devices.

I

Impact — one individual sees one advertisement one time. It also represents the probability of seeing, not just the opportunity to see (OTS).

Interior — the shopping centres themselves or other types of indoor retail spaces within buildings.

M

Message duration — the time interval during which an advertising message in DOOH is visible.

Media unit — a unit defined by a DOOH network, usually a single screen. Several screens combined for display form one media block.

O

Open RTB (IAB standard for RTB) — the IAB standard for RTB that is currently used by most DSPs.

Offset — the deviation of a poster relative to the direction of straight movement. It is an important factor in calculations of advertising surface visibility.

Open auction (Programmatic) — a method of buying/selling programmatic advertising. This is the least restricted type of advertising auction, in which the media owner/publisher typically allows any and all buyers to participate in accessing advertising inventory through this tactic. There is usually no direct relationship with the buyer. Media owners may use blacklists and floor prices to prevent access by certain advertisers.

On the advertiser’s side, they often do not know which media network they are buying. DSPs typically provide the buyer with a list of exchanges/SSPs that they are automatically included in. Buyers may not know or care that they are buying inventory from a specific network. As a result, publishers may participate in an open auction on an anonymous basis.

P

Play — a specific way in which advertising is played in DOOH. It has a defined duration, start time, and end time.

Primary ad unit — the dominant advertising area on a screen. It may be in a Full screen or Partial screen format. The display orientation may be vertical (Portrait) or horizontal (Landscape).

Partial screen — content or auxiliary advertising that accompanies the primary ad unit (for example, a text ticker, logo, or clock).

R

Reach and frequency — the estimated number of people who saw an advertising campaign and the average number of times they saw it during a defined period.

S

Shopping centre interior/exterior — parts of a shopping centre where advertising can be placed.

Street furniture — advertising structures, often with an additional public function (for example, bus stops), placed at pedestrians’ eye level or near the road to influence drivers.

Served plays — the number of times a creative is played with a defined spot duration. It may not be played through to the end.

Supply-side platform (SSP) — a technology service that allows operators to connect their advertising inventory (digital billboards) to multiple exchanges, DSPs, and networks, providing access to a wide range of potential buyers.

In addition, some SSPs may offer dual functionality for inventory owners (digital billboards), acting as both an ad server and an SSP, allowing supply to be consolidated within a single company.

Served impression — an advertisement that is recorded as having started to be displayed on a screen. In DOOH, almost all such ads are fully visible for the entire duration of the display.

Spot length — the duration of time allocated to an advertiser to display their creative.

U

Universe — a coverage definition stated on the basis of population counts, required for Digital Place-Based / Out-of-Home networks that are subject to measurement. These may be configured (or limited) based on specific network attributes and associated visitor traffic.

In some cases, a configured universe or a total population estimate (for example, U.S. Census population estimates) may be stated for media comparability. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1, without mention of “Out-of-Home” in the first section).

V

Visibility — a research area that determines the visibility of advertising for the viewer.

Venue — the place and location of an advertising network and screens. Examples include supermarkets, office buildings, gas stations, and other locations where consumers may be present.

Visual units — a group of synchronized screens: one advertisement is shown simultaneously on all connected displays.

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