Jargon Buster

The demographic, socioeconomic, or behavioural profile of the network’s audience that is inclusive of the percentage of the total audience falling in each segment.

A unit of measure that includes the total number of people with an opportunity to see (aka traffic), notice, and dwell time, calibrated to the media’s spot length. It can also be explained as the total number of times people passing a digital out-of-home display are likely to notice a message. This concept is sometimes referred to as “Visibility Adjusted Contact”, or “VAC”.

Percentage of an addressable target audience reached by a given campaign.

A term that provides a count of the total number of people or machines that get ads. In DOOH scenarios, the expected application of Audience Reach Measurement is to count people. Audience Reach Measurement also refers to a guideline developed by industry bodies that standardizes the measurement of machine based-measures (unique cookies, unique devices, unique browsers) and people-based measures (unique users or visitors). It is critical, and a compliance requirement, that the audience reach measurement organization does not misrepresent machine-based measurements as people-based measurements. The measure’s status as either a people-based or a machine-based measure should be clearly disclosed. For specifics and additional information, please review section 1.2 of the MRC/IAB Audience Reach Measurement Guidelines.

The audible file that may accompany ads. Advertising audio should never play without user-initiation.

A commercial message delivered through audio formats, such as streaming services, podcasts, or radio. These ads can be pre-recorded or dynamically inserted into audio content.

The actual content of an audio ad, including the script, voiceover, sound effects, and music. A well-crafted audio creative can significantly impact ad effectiveness.

A technology used to embed information within an audio signal that can be used for tracking, identification, or triggering certain actions like ad insertion.

An experience that utilises a camera to change or enhance something in the user’s real world. This augmented reality experience can be appbased or web-based, though app based is more common today. Although the term uses the word “reality”, the experience does not need to look realistic. Ads within AR can be presented in two ways: through the use of markers (such as a QR code) or by placing a brand object in the immediate real world environment using the device camera