← Glossary · Core DOOH & OOH Core DOOH & OOH Spot A single advertising creative scheduled to play in a loop. The DOOH equivalent of a TV commercial slot. Also known as: ad spot, creative Related terms Loop A fixed-length block of content and ad slots that repeats on a set interval. Example: a six-minute loop with 11–15 second ad positions repeating 10 times an hour gives 10 plays per message per hour. Spot Length The duration of a single ad creative, commonly 7–15 seconds in DOOH. Determines how many spots fit in a loop and is calibrated against dwell time. Play A single playout of a creative on one screen. The raw count of how many times an ad was displayed, before any audience weighting. See also Research Loop length & ad slots: the SOV model