Media glossary
FOREIGN EUROPE
Outdoor advertising refers to advertising that occurs outside the home, encompassing all forms of advertising a person encounters while advertising outside the home, i.e. basically all advertising that a person encounters when moving around outside the home.
OOH
Out of Home. Outdoor advertising is one of the oldest forms of advertising. However, it is much more than traditional, as outdoor advertising has constantly evolved to adapt to changes in the media environment.
DOOH
Digital Out of Home. Digital out-of-home advertising brings new opportunities for increasingly creative, effective and targeted advertising, while maintaining the unique characteristics of outdoor advertising, such as immediacy, reach and attention.
HEARTBEATS
Our new data-driven Heartbeats concept enables smarter targeting of advertising messages at Helsinki Airport. These targeting solutions, tailored to target audiences and taking into account the innovative nature of the advertising environment, offer advertisers an unparalleled opportunity to reach the right audience at the right time.
AUDIENCE ENGINE
Bauer Media Outdoor's planning tool, unique in its scope, even when compared internationally. Our tool combines multiple data sources and nationwide statistical data: we get analytics that cover the entire population. This allows us to implement outdoor advertising campaigns that are both relevant and effective.
OTC
Opportunity to Contact, a term used by the outdoor advertising industry to describe the number of people who have had a theoretical opportunity to make eye contact. Outdoor advertising uses the OTC term to clarify the OTS/OTH terms used by other media (TV, magazines, radio) to describe the average number of impressions.
VAC
Visibility Adjusted Contact. A new, highly refined media format produced by the Outdoor Impact audience measurement system. Indicates the verified eye contact of different outdoor media and media combinations - i.e. how many people are looking at an outdoor poster according to perceptual (eye movement camera) modelling
VAC Net contact
The number of people in the target group who make eye contact at least once during the campaign.
VAC Repetition
The average number of VAC contacts of the target audience, i.e. the average number of times that those who have seen the campaign make eye contact with the campaign surfaces.
VAC Coverage (%)
The ratio of the population that has at least one contact during the campaign period to the size of the selected target group.
VAC total contacts
Total number of total view contacts during the campaign.
CPT
Cost Per Thousand. Cost per thousand target group contacts.
Flow
Traffic volume. Estimated volume of traffic flow passing the outdoor advertising surface.
Outdoor Impact
An audience measurement system whose CAFAS media planning tool provides reliable covariate research facts as a basis for outdoor advertising planning. An international concept based on a comprehensive set of data collected and processed in Finland: access route study, traffic flow data, classification of advertising media and eye movement camera observation of advertising surfaces.
Working area
Official classification of Statistics Finland, used as a basis for Outdoor Impact modelling and access study. The commuting area consists of the central city and the surrounding municipality (or municipalities) with at least 10% of the labour force commuting to the central city. Municipalities commuting through a single municipality to the central municipality with a share of 10% or more are also included in the commuting area. As a rule, a central municipality is a municipality where no more than 25% of the labour force is employed in other municipalities. No municipality employs more than 10% of its workforce in any other single municipality.
Loop
Loop. The looping of an animation or video from beginning to end.
Spot
An advertising spot. A digital advertisement (animation or video), usually 10 seconds long.
Screen shot
Impression. The number of times an ad is shown, for example on a single outdoor advertising screen. The number of ad impressions in a campaign is the total number of times the ad has been shown.
Image ratio
The ratio of the width of the image to the height of the image. The most common aspect ratios are 4:3 (Standard Definition) and 16:9 (Widescreen). See also format.
Resolution
Resolution refers to the resolution of a digital display. Resolution also refers to image size, i.e. how many pixels there are in an image, for example, per inch (ppi). Image sizes are usually expressed in pixels, width x height. The higher the number, the more detailed the image.
Native resolution
The native resolution indicates the optimum resolution of the screen. When using native resolution, each pixel displayed on the screen is represented by one pixel on the digital display. The image is not stretched vertically or horizontally.
Dynamic data
Dynamic content uses a variety of data sources to target content to the right audience in the right place, in real time. Dynamic data is therefore updated in real time in the campaign pot. For example, the data can change according to the weather, if weather data is integrated into the data. For example, digital outdoor advertising campaigns can have dynamic elements such as time, live events or weather.
Format
In digital outdoor advertising, the format refers to the size of the image, i.e. the ratio between the height and width of the image, and this also indicates whether the image is in horizontal or vertical format.
Dwell time
The time spent in the vicinity of the advertising surface so that the image is visible and any sound is audible.
Coverage
The geographical area containing media surfaces. One can speak of broad and nationwide coverage.
Slot
An advertising slot in digital outdoor advertising. One digital outdoor advertising device rotates between 3 and 10 advertising slots.
Share of Voice
In advertising terms, share of voice refers to the ratio of media space or time bought for a campaign to the total amount of media space or time available.
html resource
Html content is a file format that makes use of the html5 markup language. This markup language is commonly used to create web pages. See the html quick reference guide.
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