Use-case
Impressions are validated plays — what advertisers pay for. Understanding how they're calculated helps you forecast and measure. Short version: footfall × screen views × ad frequency.
Ad impressions
Ad impressions are the number of times your ad is validated played. This is what you pay for.
Driven by:
Ad frequency (plays per hour/day)
Spot length (your creative's duration)
Screen impressions at the venues you target
Higher ad frequency = more ad impressions. Our algorithm calculates this automatically based on each screen's historical impression pattern.
Screen impressions
Screen impressions are how often the screen itself is viewed — a venue-level stat.
Screen impressions = Footfall × Average screen views per visitor
Average screen views per visitor depend on:
Visitor dwell time
Probability of an individual passing by and glancing at the screen
Number of screens per location
Type of location (a gym lobby is different from an airport terminal)
These values are provided by the screen manager and randomly verified by FRAMEN. Daily screen impressions are then distributed across the week by hour, using visitor-volume data (from sources like Google) or granular data the screen manager provides.
Weekly impressions
Weekly impressions follow the Public & Private Screens DMI study formula.
Inputs
Venue type — a calibration of visitor concentration per hour (daily avg = 1), based on the open OOH taxonomy and FRAMEN's custom venue types.
Opening hours — a 168-value array (24 hours × 7 days) of open/closed status.
Spots per hour — based on the screen's request frequency.
FRAMEN function
Imps168(venue type, opening hours, spots per hour, weekly impressions)
24 hours × 7 days = 168 hours.
Good to know
Impression estimates in the venue picker and Forecast report are potential impressions — they change as you adjust targeting, budget and schedule. Actual delivered impressions depend on available spots and how the algorithm allocates your budget.
Before launch: see impressions in Forecast your campaign reach. After launch: see actual impressions in Measure campaign performance.