Deciphering Terminology: DSP, SSP, CMS, and Other Abbreviations from the World of Out-of-Home Advertising
In out-of-home advertising, there exists a plethora of terms and abbreviations that may seem perplexing. However, understanding these concepts plays a crucial role in effectively managing advertising campaigns and optimizing outcomes.
Let's delve into what these terms mean and how they relate to various facets of out-of-home advertising.
DSP (Demand-Side Platform)
A DSP is a system that enables advertisers to purchase advertising space through Real Time Bidding auctions (RTB). With DSPs, advertisers can manage their campaigns, customize targeting, optimize expenses, and analyze results. In the context of out-of-home advertising, DSPs facilitate efficient procurement of advertising inventory on outdoor mediums.
SSP (Supply-Side Platform)
An SSP is a system used by owners of advertising platforms (such as billboard owners) to sell available advertising space through automated auctions. SSPs enable the management of ad inventory, setting prices, and maximizing revenue from ad placements. For owners of out-of-home advertising, SSPs assist in effectively monetizing their advertising spaces.
CMS (Content Management System)
A CMS is software used for creating, managing, and publishing content. CMS enables the management of content on billboards, digital screens, and other outdoor advertising mediums, providing flexibility and promptness in updating advertising messages.
OTS (Opportunity to See)
OTS represents the basic metric of the number of contacts received during an advertising campaign. Technically, it encompasses the entire audience that had visibility and access to view the advertising surface.
GRP (Gross Rating Points)
GRP is the total number of contacts received from an outdoor advertising campaign, expressed as a percentage of the population. One rating point signifies the number of impressions equal to 1% of the market population.
TRP (Target Rating Points)
TRP is the proportion of views of an advertising message by the target audience compared to the total potential audience, expressed as a percentage.
LTS (Likelihood to See)
LTS represents a portion of the OTS audience that is likely to see outdoor advertising. Out-of-home advertising is the primary medium that shifts from OTS audience reporting to LTS, which can also be referred to as the commercial audience.
PBA (Post Buying Analysis)
PBA is the final report on the results of an advertising campaign. It enables the evaluation of implementation dynamics and planning of the most effective strategy for future placements.
Reach 1+
Reach 1+ is a standard metric for measuring outdoor advertising, indicating how many people have been exposed to the advertisement at least once.
Optimum Point
The Optimum Point is the moment when advertising investments reach maximum conversion, indicating the saturation point of coverage. Frequency Tail The Frequency Tail represents the portion of the advertising campaign's audience reached at very high frequencies. It's an important element in advertising effectiveness analysis.
CBU (Cover Build Up)
CBU is the accumulation of coverage at different frequencies based on contact volume/period/number of constructions. The higher the CBU, the greater the likelihood that the message will be perceived by the target audience.
In out-of-home advertising, it's also essential to consider various metrics and performance indicators. For instance, OTS and GRP indicate coverage and contacts with advertising, while TRP and LTS focus on the target audience. PBA helps assess campaign results and plan future actions.
Understanding the terminology and metrics of out-of-home advertising significantly streamlines working with this communication channel and enhances the effectiveness of advertising campaigns. For more intriguing facts, news, trends, and technologies, follow our LinkedIn.