How does dwell time impact ad viewership on DOOH screens?

August 21, 2021 | admin | 0 Comment | 12:00 pm

Analysis of impression data of an ad campaign is crucial to understand the dwell time of passers-by (i.e. the time that people spend being close to a DOOH screen). The dwell time determines the loop frequency of the DOOH brand ads. To elaborate, if the dwell time of consumers is less, then ad buyers usually choose quicker ad repetitions for their brands to leave an impact on a wide range of audience. However, if the dwell time by the consumers is long, buyers opt for longer gaps between ad plays to avoid targeting the same group of consumers with their brand content repeatedly.