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Presence in the defined Screen Exposure Zone while content is deemed to be viewable, though this does not require that the content be viewed or listened to. Exposure is also often referred to as Opportunity-to-See. (Source: MRC Digital PlaceBased Audience Measurement Standards Version 1)

The length of time an individual is in a Screen Exposure Zone which is a location from which the screen is visible and, if appropriate, audible. (Source: MRC Digital Place-Based Audience Measurement Standards Version 1)

The number of times a creative (with a defined spot length) plays fully

The number of times a creative has been viewed, as defined by Routes impact scores

Route data is known as a currency. There is a currency for each advertising medium (e.g. BARB for television). By creating a common measure of all formats equally, and giving a specific value to each, media space may be planned, traded, evaluated and reported based on the currency.

The geographic area covered by network installations.

The cost (price) to deliver 1,000 ad impressions on displays in a market.

The cost of one rating point in any geographically defined market.

Number of days after exposure where a vendor will attribute visits to a campaign. This can vary by business and category.

The extent a consumer will consider a brand for purchase.

Metric to indicate the statistical significance of the lift observed. Generally, results that are statistically significant at the 95% confidence level or higher are suitable for making business decisions. Results that are statistically significant at the 80% confidence level or higher can be considered directional.

The field of view for an individual. Also known as the area of sight. It extends from the subject as a 120° cone.

A technology that communicates the location of the user’s head in the space to the software. Head tracking allows the software to update what the user sees based on where the user’s head is. An accelerometer is needed to conduct head tracking. This technology is widely used in AR headsets and VR headsets.

A technology that tracks the location of a user’s hand in an AR/VR experience in order to bring more control to the experience and create more realistic avatars.

A technique that tracks where a user’s eyes are looking. Eye tracking allows developers to optimize the performance of AR/VR experiences by focusing system resources on where the user is looking. Understanding eye movements could also help mitigate motion sickness during VR experiences.

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.

Can be utilised as an umbrella term that encompasses any type of immersive content (i.e. virtual reality, augmented reality, mixed reality, 3D, etc.).

Enables a consumer to load VR experiences directly from the web on their browser. WebVR minimises friction that a consumer may experience when trying to view VR content. This is not the standard today but is being experimented with in the industry.

A virtual reality native ad format in which the viewer can choose to enter a room filled with sponsored advertising content. Key components of a virtual room include the environment (the world the user sees in the room), the objects (interactive 3D, 2D and 360 video ads, audio tracks represented in the room), and interactions (produces a transition to another part of the scene or introduces new visual or interactive element).

A VR experience that takes place outside the home—in a movie theater, mall, amusement park, etc. In location-based VR, a user is wearing a head mounted display and the location itself is designed in a way to heighten the experience further (i.e. if the user walks past a virtual air conditioner, they will feel cold air). One of the benefits of location-based VR is that it provides the user the opportunity to interact with other people. While these experiences have less scale, they can be a value...