Use Case Examples

Owned by Brian Schopper
Last updated: Mar 30, 2022
2 min read

What are some ways that you compile inventory packages?

 

Example 1 - “Maxed Out” Reach

This package of 65 spots is spread fairly wide across the Chicago DMA. There is a mix of media types included in this package. The RFP called for specific flight dates (found in the above file).

Inventory Package - geographic distribution across Chicago DMA

There were two audiences run against this package: Persons 21+ and Hispanic Persons 21+.

In both of these plans, the Reach of a single Wall maxes out the plan Reach, with additional spots not adding incremental Reach.

 

Persons 21+

 

Hispanic Persons 21+

 

Regardless of the Reach gained by other spots in this plan, the package-level Reach is not able to get above the Reach of this single spot.

In instances like this, though geographically spread apart, there is often heavy overlap in the home location of audiences. This can be checked (though tediously) by looking at the Top ZIP Codes found on the Inventory Detail Sheet for each spot. In cases like this one, there are usually several common ZIP codes that make up this audience base.

However, some amount of incremental Reach should be added to the plan’s overall Reach by these other spots.

 

 

Example 2 - “Maxed Out” Reach

These two packages also appear to have the same collective reach as the highest reaching spot.

Package 1-

 

Physical footprint of package:

 

 

Package 2-

 

Physical footprint of package: