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Purpose of the Document

Target Audience

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 a specific TRP level. Within 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.

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 location (highly aggregate)

    • Improved: uses observed mobile trip data at the device level

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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.

Key Takeaways

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.

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