How our impressions estimate works
An impression (Opportunity-To-See) is one opportunity for one visitor to notice your ad. We don't guess a round number — we build it up venue by venue from real inputs:
Impressions = Σ venues [ Footfall × Visibility × Attention × min(Cap, Dwell ÷ Loop) × Share of Voice ] × DaysHow prominent the screen is in that space — a lounge screen you sit facing scores higher than one behind a till.
The share of visitors who actually glance at the screen, aligned with Route UK and Geopath eyes-on standards.
How long an average visitor stays. Longer dwell = more loops of the ad seen.
Chaptrr's slice of the on-screen loop — typically 80%, with 20% reserved for the venue partner.
The length of one full playlist cycle (≈60s). Shorter loops repeat more often within a visit.
Total days your campaign runs (weeks × 7).
Why these numbers? Our attention indices are aligned with recognised out-of-home measurement standards — IAB Europe in-store OTS guidance, Route UK (Likelihood-To-See) and Geopath (Visibility Adjusted Impressions). We deliberately keep them conservative so campaigns tend to over-deliver against plan.
Visibility is fixed at 1.0. Every Chaptrr screen is placed for guaranteed line-of-sight, so we don't discount for placement — the honesty is carried by the attention factor and the exposure caps below.
Reference by venue type
| Venue type | Visibility | Attention | Dwell |
|---|---|---|---|
| Restaurant / lounge | 0.75 | 20% | 45 min |
| Money-transfer agent | 0.55 | 20% | 30 min |
| African market | 0.40 | 15% | 8 min |
| Restaurant / takeaway | 0.35 | 25% | 20 min |
| Takeaway | 0.35 | 25% | 10 min |
| Market | 0.30 | 15% | 8 min |
| Grocery / supermarket | 0.30 | 15% | 8 min |
| Dollar / department store | 0.25 | 15% | 8 min |
| Convenience store | 0.20 | 15% | 4 min |
Per-visit exposure caps
In very high-dwell venues we cap how many ad rotations we count per visit — applied before attention and share-of-voice — so one long stay can't inflate impressions.
| Venue type | Exposure cap (rotations / visit) |
|---|---|
| Gym | 15 |
| Hotel room | 15 |
| Bar / pub | 20 |
| Restaurant / lounge | 20 |
| All other venue types | No cap |
Reach vs impressions
Reach (expected visitors) is how many people pass through your chosen venues over the campaign. Impressions is how many ad-views those people generate in total.
Because a single visitor can see your ad several times during their visit — especially in high-dwell places like a restaurant lounge — impressions are usually a multiple of reach. We call this the per-visitor exposure.
Example: 156,240 expected visitors generating 429,104 impressions = a 2.7× per-visitor exposure — each visitor sees the ad roughly two to three times on average across the basket (after exposure caps).
QR scan estimate methodology
Every campaign gets unique QR short-links so scans are measured deterministically. For planning, we model a deliberately conservative scan rate:
- Baseline: 0.1% of impressions (a conservative estimate).
- Range: 0.1% – 0.6%, depending on how relevant and compelling the campaign is.
How to improve your scan rate
- Product relevance — stocking your product in the venue lifts intent to scan.
- Creative quality — a clear, single call-to-action and a visible QR code.
- Offer strength — a genuine discount or free sample gives people a reason to act now.
Whatever we model, your dashboard always shows the real, measured scans per venue.
CPM & cost breakdown
CPM (cost per thousand impressions) is how we express efficiency:
CPM = ( net cost ÷ impressions ) × 1,000VAT is applied at 20% on UK invoices, shown separately from the net media cost so your total is transparent.
Reseller disclosure: Some venues in our network are managed via partner networks (for example, Blue Line Media). Pricing for those venues includes our margin transparently — the rate you see is the rate you pay.
The booking process
- 1
Estimate
Pick your audience, cities and venue types — get live impressions, CPM and cost.
- 2
Book
Create your account (your estimate carries over) and confirm your venue basket.
- 3
Pay
Check out securely with Stripe. Small campaigns can use instant Pay-Now Express.
- 4
Approve
We moderate the creative and venue partners confirm their slots.
- 5
Live
Your ad plays across the network — track plays, impressions and QR scans in real time.
Frequently asked questions
Traditional digital-out-of-home puts screens on roadsides and transit. Chaptrr places them inside trusted community retail — African markets, restaurants, salons, money-transfer agents — where multicultural audiences already spend time and dwell. That means higher relevance, longer dwell, and a QR-measurable path to action.
Yes. In the estimator you can target by country, city, venue type and audience community. Your basket only ever includes venues that match your filters, and you can fine-tune it venue-by-venue before you pay.
Static images (JPG, PNG, WebP) and video (MP4, H.264) up to 100 MB. We recommend 1920×1080 and a 10s or 20s duration to match your chosen spot length.
Every play is logged per screen (proof-of-play). Your delivery dashboard shows plays, impressions delivered, QR scans and actual CPM, broken down by venue and by creative — measured, not modeled.
If a campaign is rejected in moderation, or you request a refund on an eligible unpaid/unstarted campaign, the invoice is flagged and refunded to your original payment method via Stripe. You'll get an email confirmation at each step.
Yes. Our Pay-Now Express flow lets smaller advertisers (gross total up to £3,000, no discount offer) check out instantly with a card — no sales call required. Larger or offer-based campaigns go through a quick review.
Every venue is onboarded with a confirmed address, screen count and footfall estimate before it becomes sellable. Venues missing a rate card or location are held back and never shown in estimates.
Partners are paid via rev-share, monthly rent, or a hybrid of both — configured per partner. Statements and payouts are generated automatically each period and are fully auditable.
You can build and price a full estimate anonymously on the public estimator, and email it to yourself. To pay and go live you'll create an advertiser account — your estimate carries straight over.
Campaigns are planned in whole weeks. Most advertisers run 4 weeks to give the creative time to build recall, but you can run shorter or longer.
Because we conservatively assume a visitor sees at most 15 ad rotations per session even during long stays. Very high-dwell venues (gyms, hotel rooms, bars, restaurant lounges) have a per-visit exposure cap so a single long visit can't inflate the impression count — the cap is applied before attention and share-of-voice, keeping estimates honest.
Still need a hand?
We're happy to help with anything the estimator doesn't answer — targeting, creative specs, invoicing or venue partnerships.
hello@chaptrr.com