Welcome to the Vidicenter Charts Glossary, a list of the metrics you will find in our charts.


Global


  • OTS (Opportunity to See): an estimation of the number of potential watchers for an advertisement. In digital signage, OTS is a standard marketing metric that quantifies the aggregate footfall (or by-passers) in front of a given screen. See also "Footfall" below.
  • Watchers: Number of people that looked at least once in the direction of the screen. 
  • Conversion Ratio: watchers divided by OTS, that is, the percentage of potential watchers (by-passers) that actually looked at the screen.



  • Dwell time: the total time spent by a watcher in front of the screen. Dwell time is computed from the first moment a person's body has been detected until that person leaves the field of view of the camera. Dwell time is only applicable to persons that, at some moment in time, looked towards the screen (ie have a non-null attention time). The total dwell time is the cumulative dwell time for all watchers.
  • Attention time: the total time that a watcher spends actively looking at the screen. Attention time is computed from the first moment a person's face has been detected until that face looks away. If a person, while still present, looks in then away, then looks back again, the attention time is the sum of all the moments when the face was directed towards the screen.
    Attention time is always less than or equal to the dwell time.
    The total attention time is the cumulative attention time for all watchers.
  • Attraction Ratio: attention time divided by dwell time, an indication of how attractive a content is.


Footfall



  • Impressions: the number of potential watchers for an advertisement (ie. by-passers, irrespective of whether they watched or not). It's the same notion as OTS, but while OTS is an estimation based on global footfall movement, impressions are counted from individual body detections and is slightly more precise.
  • Presence time: the time each potential watcher spends in front of the screen, from the first body detection until that body exits the camera's field of view.  Presence time exists even if a person is not looking to the screen.


Vehicles



  • Vehicles: number of individual vehicles detected by the camera
  • Vehicle impressions: each vehicle type is associated with an impression value adjusted in each market - For example, a standard car = 1.3 impression in the UK (ie the driver + 0.3 passenger on average), a bus = 7, etc. This metric displays the total number of impressions based on all detected vehicles.  


  • Impressions per vehicle: average number of impressions per vehicle
  • Presence time: the time each vehicle spends in front of the screen, from the first detection until exit from the camera's field of view.  


Audience Per Content


  • Total number of plays: total number of times that all the selected contents have been played in the selected period/locations
  • Impressions: number of persons that were present in front of the screen while the content(s) played 
  • Unique sessions: number of individual watchers that paid attention to the selected contents in the selected period/locations


  • Contents views: Number of times the content was viewed by watchers (higher than unique sessions, since a watcher can watch a given content more than once)
  • Average Dwell time: watchers' average dwell time filtered by selected contents
  • Average Attention time: watchers' average attention time filtered by selected contents.



  • Nb. plays: total number of times a specific content has been played in the selected period/locations
  • Estimated impressions: estimation of the number of persons that were in front of the screen while the specific content played
  • Content views: number of times the specific content has been viewed by watchers
  • Watchers> 2sec. Attention: number of watchers that saw the specific content for at least 2 seconds
  • Watchers per play: ratio between watchers and numbers of plays
  • Impressions per play: ratio between estimated impressions and numbers of plays


  • Nb. plays: total number of times a specific content has been played in the selected period/locations 
  • Impressions: in Footfall per content, the number of people that passed in front of the screen while the specific content was playing. Includes both watchers and non-watchers.
  • Impressions per 1000 plays: number of people that passed in front of the screen while the specific content was playing, per 1000 plays (useful for CPM calculations)
  • Avg. Presence time (sec): average amount of time spent by people in front of the screen, irrespective of attention, while the specific content was playing.