Reference
DOOH Advertising Glossary
Definitions of key terms in the Digital Out-of-Home advertising industry — for location owners, LED screen integrators, investors, and advertisers.
A
- Ad Loop
- The repeating cycle of advertising spots on a DOOH screen. A standard DOOH loop runs 60–90 seconds with 6–10 individual slots of 10–15 seconds each. Advertisers purchase one or more slots within the loop.
C
- CPM
- Cost Per Mille. The price an advertiser pays per 1,000 ad impressions. In DOOH, CPM is calculated based on the estimated audience exposure to a screen per day. Premium DOOH locations command CPMs of 20–80 PLN depending on traffic and location quality.
D
- DOOH
- Digital Out-of-Home advertising. Digital screens placed in public spaces — intersections, shopping centers, transit hubs — displaying rotating digital advertising content. Enables programmatic buying, dynamic creative, and real-time content updates.
- Dwell Time
- The average time a person remains within view of a DOOH screen. High dwell time locations (e.g., shopping center atriums, waiting areas) command premium rates because audiences are exposed to more advertising loops.
F
- Fill Rate
- The percentage of available advertising slots that are sold to advertisers. A screen running at 100% fill rate has no unsold slots. Programmatic networks can fill unsold inventory with remnant or house ads to maximise revenue.
L
- LED Screen
- Light-Emitting Diode display used for outdoor advertising. Outdoor LED screens are weather-resistant, brightness-adjustable, and capable of displaying video content. Standard outdoor sizes range from 4×2m to 12×4m.
N
- Network Operator
- A company that develops and manages a portfolio of DOOH advertising locations, handles commercial advertising sales, and coordinates partnerships between location owners, technology installers, and advertisers.
- Non-Circumvention Clause
- A legal provision in DOOH partnership agreements that prevents any party from bypassing the network operator to deal directly with another party. Protects the developer's role in the partnership structure.
O
- OOH
- Out-of-Home advertising. All advertising formats outside the home, including static billboards, transit posters, street furniture, and digital screens (DOOH). A broad category encompassing both traditional and digital formats.
P
- Pixel Pitch
- The distance in millimeters between the center of each LED cluster on a display. Lower pixel pitch (e.g., P4) means higher resolution; higher pixel pitch (e.g., P10) is suitable for large screens viewed from a distance. P6 is standard for outdoor DOOH screens.
- Programmatic DOOH
- Automated buying and selling of DOOH advertising inventory using software platforms. Enables real-time bidding, audience targeting, contextual triggers, and dynamic creative optimization. Growing rapidly as a share of total DOOH spend.
R
S
- Site Audit
- A location evaluation conducted by a DOOH developer to assess traffic volume, visibility, accessibility, planning permission feasibility, and revenue potential before committing to a partnership agreement.
Z
- Zero CapEx Model
- A DOOH partnership structure in which location owners and LED screen integrators do not pay for site acquisition or location procurement. All upstream costs are handled by the network developer. Partners contribute location access or technology capital instead.
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