What Are Impressions in OOH? Definition | PlaceBased Media

Written By Cody Cagnina

Impressions

In out-of-home advertising, an impression is a single likely exposure of the ad to a member of the target audience. Unlike a digital impression — a discrete, logged ad load — an OOH impression is a measured estimate of how many people had a reasonable opportunity to see (OTS) the ad, based on audience traffic past the venue or screen.

OOH impressions are calculated using measured or modeled audience data: how many people pass a location, how many are likely to notice the ad (a "likelihood to see" adjustment), and how long they dwell. Independent measurement organizations such as Geopath establish the methodology and audited numbers the industry relies on. Because the counting method differs from digital, OOH impressions should be compared to digital impressions with care — an OOH impression typically reflects sustained, in-context exposure rather than a fractional-second load.

Related terms: CPM (https://placebased.media/glossary/cpm), reach and frequency (https://placebased.media/glossary/reach-frequency), dwell time (https://placebased.media/glossary/dwell-time).

Cody Cagnina

Cody Cagnina is an experienced expert in public health marketing with over 15 years of professional experience. His specialty is creating impactful Out-of-Home (OOH) advertising and Digital-Out-of-Home (DOOH) advertising campaigns that resonate with community audiences. He works with the top public health organizations such as the Centers for Disease Control and Prevention (CDC), the Department of Health and Human Services (HHS), the Food and Drug Administration (FDA), and numerous others. Cody's strategic vision and creative execution have significantly contributed to raising public awareness of crucial health issues, effectively leveraging the power of marketing to foster healthier communities. His commitment to excellence and profound industry knowledge make him a pioneer in public health advocacy and education through marketing.

http://placebased.media
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