Purpose of the Document
To create a high-level document that explains Geopath’s R/F methodology, what those metrics do, and how they’re useful in day-to-day selling and buying.
Target Audience
The average Insights Suite user/Geopath member - someone who is not necessarily a “power user” and needs good talking points for selling and understanding reports.
Specific Examples and Use-cases to show change
High reach for single units
Reach for street furniture in large markets showing low reach
example from Nolan Panno
...
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 when targeting at a specific constant TRP level. Within such a campaign, as Reach goes up, Frequency goes down, and vice versa.
...
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.
Once we have validated the routes, and the counts of people on those roadways, we factor in visibility information to understand the likelihood that an ad was seen.
How did Geopath previously estimate reach and frequency and why was there a need for an improved method?
How
Limitations
What is fundamentally different in the new approach?
Existing: used mobile data to determine average frequency and hole 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 vs a)for validation
Include an Example
Validating Reach and Frequency
...
After doing this, we then validate this movement with actual traffic counts on those roadways. Once we have validated the routes, and the counts of people on those roadways, we factor in visibility information to understand the likelihood that an ad was seen.
...
(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?
Though impressions are OOH’s most core measurement metric, including Reach and Frequency allow for a deeper understanding of the impact of a campaign. Utilizing campaigns with high Reach can allow you to effectively get your message spread widely throughout a market among your target audience. Frequency can be well utilized for campaigns that benefit from repeat exposures, like for a newly introduced or seasonal product.
...