Impression multiplier
In Digital Out of Home (DOOH), your ad shows up once on a big public screen, but lots of people walking by see it—so we multiply that single display by how many folks likely saw it. Voilà, that's your impression multiplier!
An impression multiplier in DOOH advertising refers to a numerical factor applied to account for multiple potential viewers seeing a single ad play.
Because DOOH screens are often located in public or high-traffic areas, each ad display typically reaches multiple people simultaneously. The impression multiplier estimates this reach, converting each single ad play into multiple estimated impressions.