How we count
How we count an impression.
No modelling, no panels, no estimates. Every impression on Tap is a real view we count, at a real location, while your campaign runs.
The method
One impression, one real view.
When your ad is on a screen at a participating location while your campaign is live, that view is one impression. It is timestamped and counted on the Tap network - on the payment screen, that view is a customer paying. There is nothing to model and no panel to extrapolate from.
On the payment screen
- 1
A customer taps to pay
- 2
A real, timestamped transaction
- 3
One counted impression
Two objectives
Two objectives, both measured.
Awareness
The measure is delivery and attention: verified impressions, the locations they ran in, and the dwell the counter is built for.
Engagement
Add a QR code that routes through Tap. We count the scan, and when the response page is ours, the completed action too: an entry, a sign-up, a visit.
In field testing across Sydney cafés, about 2% of customers scanned the on-screen code and 0.8% completed an entry form[1] - actions far harder than simply noticing an ad.
The comparison
Tap vs the alternatives.
| Metric | Tap | DOOH billboard | Social & display | Traditional billboard |
|---|---|---|---|---|
| Attention | Captive | Passing | Scroll-past | Passing |
| Dwell | 15-30s | ~1s | Variable | ~1s |
| Ad blockers | None | None | Up to ~35% | None |
| Targeting | Geo + category + audience + site | Geo | Broad | Minimal |
| Purchase proximity | At point of sale | In transit | Anywhere | In transit |
| Measurement | Verified, counted | Modelled | Counted but gameable | Modelled |
| Exclusivity | 1 brand, or shared | Shared | Shared | Shared |
Competitor figures are industry estimates of active attention (Lumen Research / JCDecaux); ad-blocker rate is around 35% of Australians, applied to web and display inventory.
The opportunity
Out-of-home, brought to the counter.
The Australian digital out-of-home market is worth around $1.1 billion[2], and the format works: 63% of people say digital displays catch their attention more than static ones[3], and a message registers in a one-to-two-second glance. Traditional screens catch people in transit, for a fleeting look. Tap brings that proven medium to the one place attention is guaranteed - the counter.
Targeting, in depth
Target by state, city, postcode or suburb; by category; by the audience a category attracts; or by specific sites. Coverage grows every week as new locations come online. We'll share live availability for your plan rather than a headline number.
Brief us.
Tell us the brand, the audience and the outcome. We'll come back with a plan and live availability.
- [1]Field test, Sydney cafés, two weeks. Average display-ad click-through rate ~0.3-0.5% (Search Engine Land, Display Ads CTR Benchmarks, 2024).
- [2]Australian out-of-home market size: Outdoor Media Association (OMA) / industry estimate.
- [3]Deloitte Digital - share of consumers who say digital displays capture their attention more than static.