Impression, sometimes called a view or an ad view, is a term that refers to the point in which an ad is viewed once by a person, or displayed once on an outdoor unit or OOH display.
The number of impressions of a particular advertisement is a term used to describe how many people have been exposed (or had the opportunity to be exposed) to your advertisement in a given period of time.
Outdoor advertising reports their audience in the ACTUAL number of people who looked at your ad, unlike radio and TV who report the number of people who are tuned in, but not necessarily seeing your ad. This is possible because Outdoor impressions are not just counts of people who pass a billboard every week. That raw number is adjusted based on how visible that billboard is to a passerby. This way, you get a true, qualified measurement.
These adjustments are calculated based on the results of a series of eye tracking tests that were done to determine what factors make a billboard more or less visible. Test subjects' eye movement was tracked in a simulated driving environment using real roadways and billboards across the US. These eye-tracking studies determined that the size, distance from the road and side of the road were the most common factors effecting billboard visibility. Geopath Ratings adjusts each traffic count based on these billboard characteristics. With Geopath Ratings, we know the number of people who saw your Out of Home (OOH) ad and who they are. To achieve this level of demographic measurement, Geopath developed a measurement system that works in three steps.
1. Count of People Passing
Geopath uses anonymous consumer trip data from 150 million mobile devices to determine how many people pass by each OOH display with an opportunity to see the ad.
2. Adjustment Based on Visibility Factors
The count of passers is adjusted based on visibility factors to give us a display's impressions, the number of people who likely saw the ad. Geopath conducted an eye-tracking study to identify factors that make out of home displays more or less visible to passers. Factors include size, size of the road, proximity to the road, line of sight of each display and distance from which it can be seen.
Mobile trip data provides the average speed of vehicles that pass each out of home display, accounting for how many seconds it takes to pass through the line of sight. Factoring in average speed of traffic and the panel's line of sight allows us to have per-spot impressions for digital billboards.
3. Mobile Trips Mapped to Household Demographic & Consumer DataMobile trips originating from each Census block are mapped to household demographic data such as "Married Couples with Kids" and Scarborough consumer data like "planning to purchase a luxury vehicle". This is how we know the target audiences that will pass by your ad.
These days, planners and buyers no longer want to buy media space, they want to buy audiences. Therefore, there is a growing demand for accurate audience measurement, especially considering the most recent debates on the accuracy of online advertising measurement. For more information on OOH and DOOH advertising, and how we can help with your next campaign, contact us today at 210-610-5012 or email firstname.lastname@example.org
SOURCE: LAMAR ADVERTISING, JCDECAUX