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A methodology inspired by OOH/DOOH standards, based on venue visits, play frequency and time spent in front of our screens — documented, estimated (never certified), and actively aligning with industry standards.
Rather than inflating a theoretical volume, we estimate impressions from documented variables: the visits each venue receives according to its type — a gross, non-deduplicated count of visits —, the screen's play frequency, the average dwell time and the share of that time during which the message is actually exposed.
| Variable | Definition |
|---|---|
| Visits per day | Estimated average by venue type (neighbourhood bar, resto-bar, bowling alley…): a gross count of visits, not deduplicated |
| Days on air | Campaign length (reference campaign: 4 weeks, i.e. 28 days) |
| Exposures per visit | Plays per hour × average dwell time × exposure factor |
This structure follows the "opportunity-to-see" (OTS) logic of Digital Place-Based standards: presence + notice + dwell time.
Canada's reference body for out-of-home measurement. We align our methodology with its principles: impressions weighted by traffic, visibility and dwell time.
Digital Place-Based standards: the "opportunity-to-see" (OTS) framework — presence, notice, dwell time.
OOH Measurement Standards: reference for defining measurable OOH impressions.
North American reference for impressions, reach and frequency.
Until venue-specific measurements are finalized, we apply the following assumptions:
Estimated average frequency: 17 exposures per visit, based on 40 plays per hour, 73 minutes of average dwell time (Atmosphere, U.S., 2022) and a 35% exposure factor. Estimated, never certified.
Our impression estimates rely on a proprietary methodology inspired by OOH/DOOH standards. They do not, to date, constitute measurements audited by an independent third party. We present them as documented estimates, never certified, and we are actively pursuing alignment and validation with reference bodies (COMMB, Geopath).
Get the details of our estimation methodology and let's discuss your media plan.