Geopath Opportunity-to-See Impressions

Traditional out-of-home media, which is printed or painted on the display surface, delivers a single opportunity to see for each time a person is exposed to that location. The amount time that the audience spends within viewing distance of the media is known as the dwell time. For non-digital media, periods of extended dwell time do not increase the number of opportunities to see. However, digital media and media which physically rotates (tri-vision and scrolling) may deliver more than one message to the same individual during that audience’s dwell time. For an individual message to be considered able-to-be-seen, it must be displayed on the screen for at least one second.

The number of opportunities which may be seen by an audience for each exposure depends upon two factors,

1. the dwell time within view of the unit

   1. The longer the dwell time, the more content may be seen

2. the length of each message or piece of content

   1. The shorter the content, the more unique pieces of content may be displayed

 
The number of opportunities per person per exposure can be calculated using the following formula.

Open

Open

These media classifications consider the following as “opportunities”,

Roadside & Fleet (Exterior)

• The number of times that content is displayed to and able to be seen by people traveling in a direction where the media is within their field of view.

Place-based & Fleet (Interior)

• The number of times that content is displayed to and able to be seen by people traveling in a direction where the media is within their field of view.

• The number of times that content is displayed to and able to be seen by people in an area with or without an extended dwell time who are oriented so that the media is within their field of view.