We offer a report to measure visitor exposure to Out-of-Home (OOH) advertising campaigns.
How to Create & Use the OOH Measurement Report
Create Audience
Create Geoframe(s) where the OOH advertising is located. For maximum accuracy, hand drawing the Geoframe(s) is recommended.
Click on the 3 dot "action" menu to the right of the audience in the library, or from the audience "view details" menu, select "Generate OOH Measurement"
Select Average Dwell Time
Average dwell time can vary location to location - the goal of this setting is to determine a baseline amount of time that the average person would spend at the location while being potentially exposed to the OOH ad.
Minimum: Average visit of 3 minutes. Example: convenience stores
Low: Average visit of 10 minutes. Example: Post office, dry cleaners, coffee shop
Medium: Average visit of 25 minutes. Example: QSR
Above Average: Average visit of 40 minutes. Example: Grocery stores, sit-down restaurants, department/big box stores
High: Average visit of 90 minutes. Example: museums, movie theaters, entertainment venues (bowling alleys, mini golf, etc.)
Ad Duration
Input the number of seconds of the ad.
Output
Choose a "Daily," "Weekly," or "Monthly" impression summary.
Click the blue "process" button. Once the report completes, you can download the .csv output file containing the following data:
Location - Geoframe(s) from the audience
Unique Visits - the Unique number of visitors to each Geoframe during the chosen output time frame.
Mean Dwell Time (Seconds) - the average number of seconds Unique Visitors were observed at each Geoframe
Daily/Weekly/Monthly Impressions - the number of impressions the unique visitors were exposed to based on the average amount of dwell time they were in the Geoframe
FAQs
How is dwell time calculated for people who visit multiple times?
When we observe a device multiple times at the same location, we look at the time stamp of the observations, and group observations that are close in proximity together. Therefore each visit has a non-zero dwell time.
A random dwell time is also generated per visit, and the longer of the two dwell times (observed + generated) is used. For example, if a device was only seen twice within a couple of minutes at a museum, it's likely that the visit was longer - and the randomized dwell time based on the location type is more accurate.
How is dwell time calculated for people who visit once?
When we observe a device a single time at a location, dwell time is calculated by a random sampling of an appropriate distribution of dwell times for that location type. For example, a convenience store dwell time would be much shorter than a museum visit.