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A specific group that an advertiser seeks to reach with its campaign. Target audience is defined by a certain attribute or set of attributes (e.g. Women aged 18-24, Sports Car Lovers, Shoppers In-market for a New car).

Any audience reflecting the most desired consumer prospects for a product or service, defined by age, sex, race, ethnicity or income; or their combinations for any geographic definition. Expanded targets include purchasing, behavioural, and audience segmentations.

Dividing a broad group of consumers or businesses into subgroups (known as segments) based on shared demographic/psychographic/behavioural attributes. Segmentation is often used to create target audiences (comprised of one or more segments) or to customize an offer or message for specific segments.

Targeting audiences that are defined by having recently shown interest in said advertiser, interest most often being defined as visiting the advertiser’s web site.

Targeting audiences defined by personality, interests, attitudes or mindsets, e.g. Financial Optimists, Environmentally-Conscious Consumers. Often driven from offline surveys and stated preferences.

Frames that are situated in the car parks or slip roads of motorway services.

Targeting audiences that have some number of attributes in common with an audience of interest. For example, an advertiser may target “look-alikes” of past purchasers, i.e. folks who share demographic or behavioural characteristics of past purchasers, but have not themselves made a purchase.

Targeting audiences defined by their location in the real-world. Location attributes can vary from granular attributes such as mobile/GPS-enabled latitude/longitude data to broader attributes such as DMA or state/province. In technical specifications, targets may simply be referred to as “geo”, “user”, “audience” without spelling out the full term.

Shorthand for the specific type of location where advertising frames are placed. For example, RAIL indicates displays in rail stations and on trains, and RETAIL includes frames inside retail centres and pedestrian areas, among others.

Targeting audiences that are defined by demographic attributes i.e. age, gender, household income, presence of children.

The proportion of a target group who see one or more frames in an outdoor campaign (creating an IMPACT), in a defined period. Expressed as a percentage.

A population centre. There are twenty-four Route conurbations. We use the government’s definition to determine their limits. The conurbations do not cover the whole country, but instead cover the largest city areas.

Segmenting audiences that are defined by previous behaviours, frequently their recent online behaviour, or offline purchases and visitation. For example, an auto advertiser may seek to reach anyone who’s visited an auto review site in the last 30 days.

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

A unique identifier used to offer inventory to specific buyers on a DSP platform.

The IAB standard for RTB now used by most DSPs.

Also known as a deal identifier, is the unique number assigned to an automated ad buy.

A way to buy/sell programmatic advertising. This auction type is very similar to an open auction, except a publisher restricts participation to select buyers/advertisers. A publisher may choose to not participate in an open auction and only run an invitation-only auction. It is important to note that an invitation-only auction is still an auction and buyers will be expected to bid on inventory. A publisher may choose to expose different information such as transparency or data, through the use...

A way to buy/sell programmatic advertising. It is the least-restrictive type of ad auction, with a media owner/publisher generally allowing any and all buyers to participate in accessing the ad inventory through this tactic. Usually there is no direct relationship with the buyer. Media owners may choose to use blocklists and floor pricing to prevent certain advertisers from gaining access. On the advertiser side, they are often unaware of what media owner network they are buying on. DSPs usually...

The multiplier is an OOH specific metric which informs the buyer exactly how many impressions are delivered in a single ad play. Each impression equates to one viewer. One bid request will now account for one ad play, therefore the multiplier will highlight how many impressions are included per bid request.