OOH AUDIENCE MEASUREMENT
Three location data providers and one location intelligence platform join forces to deliver a comprehensive set of OOH metrics.
It provides geographic reference points and connections to the corresponding road network.
It provides data on unique visitors as well as the average visit frequency per location.
It provides vehicle data for all roadways within the study area in Attica.
Carto Sds
It provides processed spatial data and data extraction tools.
(LIS) Location
Intelligence Study
The specialized study for the results of an outdoor advertising campaign.
Total Reach
The sum of the unique visitors of each Point of interest (POI) included in the campaign.
Unique Reach
A conservative estimate of the minimum possible total number of unique visitors of all Points of interest (POIs) included in the campaign. The calculation is based on identifying the highest POI-wise reach and estimating the minimum degree of contribution to unique users from the remaining POIs.
POIs Visited
A conservative estimate of the minimum possible average number of Points of Interest visited by a unique visitor during the campaign period. Calculation: Total Reach divided by maximum possible Unique Reach.
Frequency per POI
Each POI is studied separately in order to provide the average number of visits per unique visitor for each location.
Impressions
A conservative estimate of the minimum possible total number of campaign’s impressions within campaign period. Calculation: Unique Reach multiplied by POIs visited and Frequency per POI.
Per Visitor per Day
The estimated average number of impressions per unique visitor within a 24-hour period.
Vehicles Impacted
Total vehicle passes from the location.
Week Analysis & Dayparts
Weekends: The sum of the unique visitors -only in weekends – of each POI included in the campaign.
Weekdays: The sum of the unique visitors -only in weekdays – of each POI included in the campaign.
Dayparts: The sum of unique visitors by time of day for each POI included in the campaign.
Demographics
Local Impact is a metric that categorizes visitors to a Point of Interest (POI) based on their mobility patterns. It classifies visitors into the following categories:
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Resident: The visitor’s home area is within the location of study.
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Local: The visitor’s home area is within the municipality that contains the location of study.
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Commuter: The visitor’s workplace is located within the location of study.
Gender & Age