CF_IMAGE_NAME in the report generates image name value for each row of data. And the images with those names reside in the path "$OA_MEDIA/custom/". Let's say a value of CF_IMAGE_NAME is image1.jpg during run time the follow value will be rendered to "$OA_MEDIA/custom/image1.jpg" and the corresponding image will be displayed on the output.
Format picture is a property of a dummy image used in the report to print the images in specific dimension. Due to white background its not visible. You can check more from other post.
And use the elements in the image properties ALT TEXT. Below word properties are from Office 2013.
Note that data structure has elements in root hence the construction of the concat is
url:{concat(IMAGE_PATH,'/',IMAGE_NAME)}
To bring up and use the XML elements at a different level use ../ or // in the concat
url:{concat(../IMAGE_PATH,'/',../IMAGE_NAME)}
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