Jargon Buster

Derived from eye-tracking experiments, Route has defined the distance from which posters can be seen. This varies, and is dependent on the dimension of the frame. A larger frame will have a longer visibility distance.

Media Smart is the advertising industry’s media literacy programme providing free information and resources to help teach children and young people about advertising. The IAB is a supporting member.

A unit defined by the DOOH network, used to describe the physical device on which a DOOH ad unit will play. Most often for digital place-based networks, a media unit is a single screen, however in locations where multiple screens are combined to portray content that is larger than one screen, the entirety of the group of screens may be referred to as a single media unit.

The interval of time when a DOOH message is viewable.

A virtual-reality space in which users can interact with a computer-generated environment and other users. 

Based in Prague, MGE Data is a specialist in geographic information systems and geo- marketing technology data. MGE Data provides the MobiTest GPS meters for Route, and undertakes modelling work for parts of the Route study.

An ad that plays in the middle of digital content. These are often considered more engaging due to the listener's attention being already captured.

A somewhat loose term which is generally used to refer to the generation born from c. 1980 until the mid-2000's (and sometimes onwards), who grew up in a world of digital technology and mass media. 

Refers to an experience that is a hybrid of AR and VR. The viewer is still able to see the real world but virtual objects are incorporated seamlessly into that environment. These virtual objects are anchored to the real world and thus, the objects change perspective. For example, objects will get bigger as a user approaches them. This differs from AR where virtual objects do not change perspective as a user moves.