Digital Out-of-Home (DOOH) advertising has redefined how outdoor media is planned and measured. Unlike traditional static hoardings, digital OOH screens offer data-led insights that help advertisers evaluate performance beyond visibility alone. This makes understanding how impressions, dwell time, and attention metrics work for digital OOH screens essential for modern media planning.
These metrics enable brands to assess not just how many people passed by a screen, but how effectively the message was delivered within real-world environments.
How Measurement Works in Digital OOH
DOOH measurement relies on probabilistic models rather than direct user interaction. Since OOH screens operate in public spaces, metrics are calculated using aggregated, privacy-safe data sources such as:
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Footfall and traffic volume data
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Mobile location intelligence
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Camera-based anonymous sensors
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Screen visibility and angle mapping
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Time-of-day movement patterns
Together, these inputs create reliable exposure estimates without identifying individuals.
What Are Impressions in Digital OOH?
Definition
In DOOH, an impression represents the number of people who had the opportunity to see an advertisement while it was displayed on a screen.
Unlike digital media impressions, DOOH impressions do not confirm that the ad was actively viewed. Instead, they measure potential exposure.
How Impressions Are Calculated
Impression modelling considers:
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Average footfall or traffic near the screen
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Screen size and orientation
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Viewing distance and line of sight
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Ad loop length and frequency
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Screen operational hours
For example, if 12,000 people pass a screen daily and an ad appears every 2 minutes, impression estimates are derived proportionally.
Key Insight
Impressions measure reach, not engagement. Therefore, additional metrics are required to evaluate effectiveness.
What Is Dwell Time?
Meaning of Dwell Time
Dwell time refers to the average amount of time a person remains within the screen’s visible zone.
This metric is particularly important in environments where people pause or wait, such as:
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Metro stations
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Airports
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Malls
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Office lobbies
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Transit waiting areas
Why Dwell Time Matters
Longer dwell time increases message exposure and repetition.
If a viewer remains near a screen for 90 seconds and the creative loop is 15 seconds, the ad can be seen multiple times—significantly improving recall.
Dwell time therefore indicates exposure quality, not just volume.
What Are Attention Metrics?
Understanding Attention in DOOH
Attention metrics estimate whether people actually look at the screen, not merely pass by it.
These metrics bridge the gap between opportunity and engagement.
How Attention Is Measured
Attention is evaluated using advanced, privacy-safe technology such as:
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Computer vision detecting head orientation
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Anonymous gaze modelling
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Motion and proximity analysis
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Historical behavioural benchmarks
No facial recognition or personal identification is involved.
Common Attention Metrics
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Attention seconds
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Average gaze duration
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Attentive reach percentage
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Opportunity-to-see ratio
These indicators provide a clearer picture of creative effectiveness.
Key Differences Between the Metrics
| Metric | What It Measures | Primary Purpose |
|---|---|---|
| Impressions | Opportunity to see | Reach estimation |
| Dwell Time | Time spent near screen | Exposure strength |
| Attention | Actual visual engagement | Effectiveness |
Used together, these metrics deliver a holistic performance view.
Why Attention Metrics Are Becoming Critical
Modern advertisers increasingly prioritise quality of exposure over quantity.
Attention metrics help brands:
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Compare screen locations objectively
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Optimise creative duration
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Identify high-performing environments
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Improve ROI forecasting
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Align DOOH with digital measurement frameworks
As a result, attention-based planning is becoming central to DOOH strategy.
Role of Programmatic DOOH in Measurement
Programmatic DOOH enhances metric accuracy by enabling:
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Time-based ad delivery
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Peak-hour optimisation
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Context-triggered creatives
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Real-time performance adjustments
This ensures ads appear when attention probability is highest.
How Brands Use These Metrics Practically
Brands apply DOOH metrics to:
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Select high-dwell transit locations
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Optimise frequency and loop duration
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Integrate DOOH with mobile retargeting
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Measure search or website uplift
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Support omnichannel attribution models
This transforms DOOH into a measurable brand and performance channel.
Limitations to Consider
Although advanced, DOOH measurement remains model-based.
Factors such as crowd flow changes, weather, or unexpected obstructions may influence outcomes. Therefore, metrics should be interpreted as directional yet reliable, not absolute counts.
Future of DOOH Measurement
The industry is steadily moving toward attention-based trading models. Integration of AI, mobile signals, and standardised measurement frameworks will further enhance accuracy.
As this evolution continues, DOOH will increasingly align with digital accountability standards while retaining physical-world impact.
Conclusion
Understanding how impressions, dwell time, and attention metrics work for digital OOH screens allows brands to plan smarter, measure better, and optimise campaigns effectively.
By combining reach, exposure quality, and attention depth, DOOH offers a transparent and accountable advertising ecosystem—bridging the gap between physical visibility and data-driven performance.
