---
title: What is an impression in DOOH advertising?
description: "An estimated view of a creative by the audience near a screen. Learn what Impression means in DOOH advertising."
type: glossary
term: Impression
shortDefinition: "An estimated view of a creative by the audience near a screen."
category: measurement
alsoCalled:
  - Estimated impression
  - Views
seeAlso:
  - Play
  - Audience
  - Proof-of-play
---

Impressions in DOOH are estimates — nobody can count every person who glances at a screen. AdCrafto always labels impressions as estimates and shows them next to the recorded [plays](/glossary/play) they are based on. Impressions are not the same as reach, which counts unique people.