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We first make sure that the panel of mobile devices is a representative sample for determining home location and trips, by observing the mobile signal and rest patterns. Roughly 83k devices observed over the 50 day period qualified for frequency analysis in Los Angeles. From there, we compare the observed mobile data with traffic counts on particular roadways from different DOTs, and live traffic counts. At this stage, we know there is a high level of alignment between the mobile data and the DOT data.
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Key Takeaways (considerations for the industry)
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 productGeopath’s revised Reach & Frequency approach provides optionality for media planners that has been previously unavailable in the OOH ecosystem. This revised model allows planners to optimize for a reach percent of a target audience, or optimize for frequency of exposing their message.
These improved methods allow for a greater level of precision and accuracy in our ratings that reflect the true audience delivery. For example, higher frequency can now be observed when spots in a package are clustered in a localized area, and higher reach can be observed in a package of more widely-dispersed spots.