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High reach for single units
Reach for street furniture in large markets showing low reach
example from Nolan Panno
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What are Reach and Frequency?
When someone is looking to measure a campaign’s effectiveness at reaching their audience, some helpful metrics to do this are Reach and Frequency. Reach is the percent of your target audience that has seen your campaign, and Frequency is the average number of times the ad was seen over the course of your campaign by the target audience. Reach and Frequency occur in an inverse relationship to each other at a constant TRP level. Within such a campaign, as Reach goes up, Frequency goes down, and vice versa.
How Geopath Estimates Reach and Frequency
To start, we utilize rich neighborhood profiles to understand the demographics and behaviors of people across the country. Using observed movement data from a panel of mobile devices, we are able to understand the trips that people take throughout a market – the purpose, the distance, the approximate route, and more. The observed movement data is then matched to actual roadways in the market – this allows us to understand more precise pathways that people take and the frequency of those trips.
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How
Limitations
What is fundamentally different in the new approach?
Existing: used mobile data to determine average frequency and home location (highly aggregate)
Improved: uses observed mobile trip data at the device level and can cross examine various scenarios at the unit and package level for validation
Include an Example
Validating Reach and Frequency (why is it correct)
Why is this new methodology valid?
reach and frequency validation over time (seasonality, 2019 vs 2020 vs 2021)
How is this more valid than the past methodology?
We validate this trips volumes with actual vehicular traffic counts on roadways and foot traffic at points of interest.
Key Takeaways (considerations for the industry)
How does this new methodology fit into omni channel/ cross media strategies
What is the impact on considering OOH in MMM
Mark Costa what’s actually being done for RF in other channels?
What should users expect to see upon release of this new R&F?
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