A methodology inspired by OOH/DOOH standards, based on presence, visibility and time spent in front of our screens — documented, conservative, and actively aligning with industry standards.
Rather than inflating a theoretical volume, we estimate impressions conservatively, from variables observable on site: how many people are present, how many are within the screen's field of view, how likely they are to notice it, and how many times the message loops during their visit.
| Variable | Definition |
|---|---|
| Visitors per month | Patrons per day × opening days (field data) |
| Screen-zone presence rate | Share of visitors actually within the screen's field of view |
| Notice factor | Probability a visitor notices the screen (real visibility) |
| Exposures per visit | Time on site ÷ ad-loop duration |
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 conservative assumptions:
These assumptions are deliberately low: our figures are a floor, not a ceiling.
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 conservative, documented estimates, 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.