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DOOH impression has replaced OTC as the currency of digital outdoor advertising. What does this mean in practice and what will change? Let’s dive into the topic and find out what differences there are between these two key figures!

DOOH impressions are based on data

DOOH impressions are based on constantly updated data collected from the locations of the advertising devices. When the raw data collected by the advertising device is filtered through the location’s computational modelling, the result is a DOOH impression. There is no real-time data behind the OTC indicator, however. Instead, it is based on a week-level estimate of the location’s audience numbers, formed on the basis of several data sources. The OTC indicator reflects the number of people with the theoretical chance of viewing the ad. This means that OTC data cannot verify factors such as a sudden rise in audience numbers caused by a large event.


DOOH impressions and contact-based pricing

DOOH impression allows for digital outdoor advertising where the advertiser pays for contacts calculated based on continuously collected and regularly updated data instead of theoretical reachability estimates.

A performance report showing the actual contacts will be delivered to the advertiser at the end of their campaign. Achieving such an accurate level is not possible with the OTC indicator, as it is not possible to verify the contacts received by the advertisement.


Updated data gives a realistic image of the audience

DOOH impression data are collected and updated regularly. Advertising devices collect raw data around the clock, and the modelling of the different advertisement locations is regularly updated. This results in constantly refined and transparent data about the target audience.

The timeliness of data is vital, as the advertisement locations’ audience numbers may radically vary depending on the season, date and time. Large events, such as ice hockey matches, can even multiply the audience numbers normally reached with an advert.
 

A good example of the real-time nature of impression data is the data collected by a digital hub (a cluster of digital advertising devices) near the home ice hall of HIFK, a professional ice hockey team in Helsinki. The data shows a clear audience spike before a match is about to start.

The image below demonstrates the difference between a DOOH impression and OTC. As you can see, the straight line demonstrating OTC does not change depending on the real-time fluctuation of audience numbers, whereas DOOH impression gives a more realistic overview of how many people have actually seen the advertisement.

 


 (This image is only intended for demonstrative purposes and does not provide a true image of the quantitative relationship between the different indicators).


More accurate campaign design

When the key figures are considered from the perspective of campaign design, the advantages of DOOH impression are highlighted. The use of DOOH impressions allows for a flexible and fact-based campaign design. When you are purchasing DOOH impressions based on fresh data, you will have accurate information on how many pairs of eyes will actually see your advertisement available to you already during the planning stage. This does not apply to OTC, which requires you to trust in a general estimate of the audience numbers in the locations used.

Using DOOH impressions makes it possible to e.g. implement the campaign intensively by maximising the number of times the ad is shown within a short period of time or, alternatively, divide the impressions over a longer period.


Added customer value from data-based service

The transition to DOOH impressions brings up many questions, and we may not yet have all the answers to them. However, it is still certain that this transition benefits most of all the customer buying advertising space, who will have access to constantly refined, reliable and transparent data, starting from the campaign’s planning stages all the way to receiving its performance report.

If you have any questions about this subject, we will be happy to answer them. Please send your question through the contact form or reach out to our customer service!
 

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