Geopath Likelihood-to-See Impressions (LTS)
- Kevin Narine
Geopath measures the number of persons that consume out-of-home media. An individual is considered to have consumed the media if they had an opportunity to see the content and looked at it. Geopath has conducted visibility research using eye-tracking technology both in a laboratory setting and in real world environments to develop models that predict the likelihood of an exposed audience to see out-of-home media.
Three major factors impact the likelihood of an audience to view and consume the media:
How large does the media appear within the audience’s field of view? The larger the space that the media takes up within the audience’s field of view, the more likely the content is to be seen. A unit oriented directly at the audience is more likely to be seen than one that it facing slightly away from the audience.
Where is the media within the audience’s field of view? The closer to the center of the audience’s field of view, the more likely the content is to be seen. Objects in the mid and far peripheral vision of the audience are less likely to be seen.
How much time does the audience have to see the media? The more time that an audience spends within the view of the content, the more likely the audience is to look at it.
Auditing of out-of-home media is a critical role of Geopath’s audience measurement. The precise geometry and attributes about the audiences within the viewable area are used to quantify these visibility predictors.
These media classifications consider the following as “likelihood-to-see impressions”:
Roadside and Exterior Fleet
The number of times that content is displayed to and seen by people traveling in a direction where the media is within their field of view
Place-based and Interior Fleet
The number of times that content is displayed to and 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 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