OOH glossary · Digital
Loop
A loop is the full cycle of ads on a digital billboard, played over and over all day.
The IAB-led DOOH glossary defines a loop as set-length ad segments that repeat on a schedule. When the last spot ends, the loop starts again.
Loop length is spot length times the number of spots. Eight spots of 8 seconds make a 64-second loop.
A shorter loop plays each ad more often. A longer loop fits more advertisers, but each one plays less.
Formula
Loop length = spot length × number of spots. Plays per hour = 3,600 ÷ loop length in seconds.
Example
D-031 on Hwy 412 West in Milan runs 8 spots of 8 seconds, a 64-second loop. Each ad plays about 56 times an hour (3,600 ÷ 64 = 56.25).
In Gabie
Gabie checks that loop length equals spot length times spots. Spots split share of voice evenly.