The Viewcast™ Profiles dashboard provides OTS measurement and historical circulation data for a selected inventory unit. This page describes the insights available within the dashboard.
Billboard Information
The top of the dashboard displays key identifying and geographic details for the selected unit.
Client: The client associated with the unit.
Geopath Spot ID: The Geopath identifier for the spot, where applicable.
Postal Code / State / DMA: Geographic market information for the unit's location.
Coordinates: The latitude and longitude of the spot.
Unit Details
Type: Media type based on the width and height of the face. Includes: Display, Panel, Junior Poster, Poster, Bulletin, and Murals.
Audit Status: The current validation state of the unit's data.
Unit Size: The height and width of the display face in feet.
Orientation: Direction of the face.
Digital: Indicates whether the unit is a digital display.
Share of Voice: The percentage of time this spot is visible on the face (0–100%). For static units, this will be 100%.
Spot Length: For digital units, the duration of the spot in seconds.
Period Information
Period Start / Period End: The start and end dates of the current measurement period.
Period Days: The total number of days included in the measurement period.
Key Performance Metrics
Target Audience: The audience segment applied to the dashboard view. Defaults to 'All Persons'.
Circulation: The average weekly number of persons passing the display, regardless of whether they had an opportunity to see the advertisement. Includes both vehicle and pedestrian traffic.
Dwell Time: Circulation weighted travel time within the viewshed for vehicles and pedestrians.
Opportunity to See (OTS) Impressions: The average weekly number of exposures where an individual had the opportunity to see the spot based on their proximity, approach, and dwell time. Does not account for whether the individual made eye contact with the display. For digital units, this is the share of face traffic attributed to a specific ad spot.
Motionworks LTS: The average weekly number of Likelihood to See impressions as calculated by Motionworks, applying a visibility adjustment to the OTS impression count using methodologies including eye tracking studies and facial detection technologies. For digital units, this is the share of face LTS attributed to a specific ad spot.
Geopath LTS: The Geopath reported Likelihood to See impressions for the unit, where applicable. For digital units, this is the share of face LTS attributed to a specific ad spot.
In-Market Reach: The percentage of the DMA population reached by the face. Calculated using OTS impressions.
Total Reach: The estimated total number of unique persons reached by the face. Calculated using OTS impressions. Note: For digital units, multiple spots rotate on the same face, so all spots share the same total reach value.
Assignment Status: The current status of traffic paths assigned to the unit's viewshed. Possible statuses include:
- Industry Assigned: Path assignments are in alignment with Geopath assignments.
- System Assigned: Motionworks path assignments differ from Geopath.
- Motionworks Assigned: Paths manually assigned by the Motionworks team.
- Unverified Assignments: Assignments not yet validated; queued for manual audit.
Viewshed Map
The map legend can be accessed by clicking the key icon on the left-hand side of the map.
Viewshed: Also known as a display exposure zone, a viewshed is the geographical area that includes all points from which an advertisement may be seen by traffic or pedestrians. The shape and magnitude of a viewshed is a function of:
- The size of the display
- The elevation of the display in relation to the audience
- Location and orientation of the display
- Place Type and Area type, i.e., urbanicity, where the display exists
- Visual obstructions
- Direction of all modes of traffic
- Direction of the display in relation to the travelway
Vehicular Path: A roadway path assigned to the unit's viewshed from which vehicle traffic is measured and counted toward circulation.
Pedestrian Path: A pedestrian path assigned to the unit's viewshed from which pedestrian traffic is measured and counted toward circulation.
Travel Direction: Indicates the direction of traffic flow along an assigned path.
Charts and Visualizations
Avg Weekly Circulation for Period: Shows average weekly circulation across the full measurement period, displayed by month.
By Hour: A chart showing the distribution of average weekly circulation across each hour of the day (0–23), broken out by day of week (Monday–Sunday).
By Day: A bar chart showing the distribution of average weekly circulation by day of the week.
Avg Weekly Circulation by Year: A historical chart showing average weekly circulation by month, with a separate line for each available year dating back to 2019.
Annual Summary Table
The annual summary table provides a year-by-year breakdown of traffic and circulation metrics for the unit. Each row represents a full calendar year.
Vehicle Traffic (daily): The average daily number of vehicles passing through the viewshed.
Pedestrian Traffic (daily): The average daily number of pedestrians and people traveling on bikes, scooters, etc., through the viewshed.
Total Traffic (weekly): The combined average weekly vehicle and pedestrian traffic passing through the viewshed. This value, by definition, is less than or equal to the circulation, a count of persons.
Face Circulation (weekly): The average weekly circulation for the face, including all spots sharing the face.
Spot Circulation (weekly): The average weekly circulation attributed to the specific spot.
Spot OTS (weekly): The average weekly Opportunity to See impressions for the spot. For digital units, this accounts for spot share of voice, spot length, and dwell time.
Dwell (sec): The average circulation-weighted dwell time in seconds for the reporting period.
Reporting Period (days): The number of days included in the measurement period.
Comments
0 comments
Article is closed for comments.