Calculata in viteza de circulatie a datelor in mediul urban, durata in care un afis/poster/print layout este vizibil de la momentul primului contact. Atunci cand aceasta durata este combinata cu valorile de vizibilitate se poate estima un impact total.

Calculated from urban traffic speed data, duration is the amount of time that a poster panel of a given size can, from its moment of visibility, stay within the audience's vision. When combined with visibility values, an overall measure of impact can be estimated.

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