Set Dynamics provides reach and frequency analysis for out-of-home advertising campaigns by measuring how many people are exposed to advertising spots (reach) and how often they see them (frequency).
Overview Metrics
The top left of the dashboard displays key reach and frequency metrics for the selected campaign and market.
Universe (P18+): The total target audience (default 18+) population in the selected market for the year 2022. This is the audience that all reach percentages on the dashboard are calculated against.
Avg. Frequency: The average number of times a reached person was exposed to the campaign during the selected window. Counted across all units in the campaign, not per unit. For example, an Avg. Frequency of 2.0 means each reached person saw a campaign unit twice on average. If someone passes 3 different units in the campaign once each, their frequency is 3. Calculated as total exposures ÷ unique people reached during the selected window.
OTS Reach (1+): The percentage of the target audience (default 18+) population in the selected market who had at least one Opportunity to See during the window. OTS counts exposures based on proximity, approach, and dwell time, without adjusting for visibility.
LTS Reach (1+): The percentage of the target audience (default 18+) population in the selected market who had at least one Likelihood to See exposure during the window. LTS applies a visibility adjustment to OTS using methodologies including eye tracking studies and facial detection technologies.
Through Date Slider: Selects the measurement window used for the reach and frequency calculations. Set Dynamics provides measured reach values at 7, 14, 21, and 28-day anchors. The slider can be set to any day from 1 to the campaign's full flight length; positions between anchors are linearly interpolated from the two nearest anchors. Reach and Frequency values do not extrapolate beyond the day 28 measurement. Slider positions past 28 days reflect the 28-day reach and frequency value. The Total Measurement chart and Campaign Delivery Pacing chart reflect the slider position across the full flight, and are not limited to a 28-day measurement.
Campaign Info Tab
The Campaign Info tab includes all impressions delivered at spot locations during the campaign window, and is not filtered by audience residence. For audience-residence-scoped delivery, see the Reach Curve and Frequency tabs.
Motionworks Delivered OTS: The total Opportunity to See impressions delivered by the campaign's units through the selected as-of date. Calculated using each unit's measured traffic.
Motionworks Delivered LTS: The total Likelihood to See impressions delivered by the campaign's units through the selected as-of date. Calculated using each unit's OTS and applying a visibility adjustment based on methodologies including eye tracking studies and facial detection technologies.
Geopath Planned LTS: The total Likelihood to See impressions planned for the campaign as reported by Geopath. Represents the pre-campaign forecast and is used as the benchmark for measuring delivery against plan.
Format Split: Count of campaign units that are digital versus non-digital (static).
Media Operators: The OOH operators with units in the campaign, with the count of units per operator.
Media Types: Media type based on the width and height of the face. Includes: Display, Panel, Junior Poster, Poster, Bulletin, and Murals.
Displays Measured: The count and percentage of campaign units that produced measurable OTS and LTS metrics during the campaign.
Geographic Distribution: A breakdown of the campaign's units by DMA, shown as a chart with the count of units in each market.
Unit Locations Map: Shows the location of all units in the campaign. Clicking on a unit displays a tooltip with the picture of the unit (if supplied), operator name, Geopath spot ID, and "View spot details ->". Clicking "View spot details ->" will display a tooltip with media type, size, orientation, circulation, Motionworks OTS, and Geopath LTS. All weekly profile values in the unit tooltip are weekly averages from the Sep 1, 2023 - Aug 31, 2024 annual measurement window and do not change with the through-date slider. Clicking "View Viewcast Profile →" will direct you to the unit's full Viewcast Profile, which provides detailed OTS measurement, historical circulation, and viewshed information for the selected spot. See Viewcast™ Profiles: Understanding Dashboard Metrics for more information on the Viewcast Profiles dashboard.
Campaign Delivery Pacing Chart: A weekly waterfall showing the campaign's cumulative delivery against the Geopath Planned LTS baseline. Each bar represents one week's contribution to total delivered impressions, with bars stacking on the previous week so the chart accumulates over the campaign flight.
Reach Curve Tab
OTS (Opportunity to See) Reach %: The percentage of the target audience universe reached by the campaign based on Opportunity to See impressions over the campaign duration (days) shown on the chart. Defaults to a 1+ frequency threshold and can be adjusted to 2+, 3+, or 4+ in the chart.
LTS (Likelihood to See) Reach %: The percentage of the target audience universe reached by the campaign based on Likelihood to See impressions over the campaign duration (days) shown on the chart. Defaults to a 1+ frequency threshold and can be adjusted to 2+, 3+, or 4+ in the chart.
Window: The total campaign duration in days at which reach is measured. Values are reported at 7, 14, 21, and 28-day anchors and are cumulative across the full duration.
OTS Reach 1+: The percentage of the target audience exposed to the campaign at least once at the window shown, based on Opportunity to See impressions.
OTS Reach 2+: The percentage of the target audience exposed to the campaign at least twice at the window shown, based on Opportunity to See impressions.
OTS Reach 3+: The percentage of the target audience exposed to the campaign at least three times at the window shown, based on Opportunity to See impressions.
OTS Reach 4+: The percentage of the target audience exposed to the campaign at least four times at the window shown, based on Opportunity to See impressions.
LTS Reach 1+: The percentage of the target audience exposed to the campaign at least once at the window shown, based on Likelihood to See impressions.
LTS Reach 2+: The percentage of the target audience exposed to the campaign at least twice at the window shown, based on Likelihood to See impressions.
LTS Reach 3+: The percentage of the target audience exposed to the campaign at least three times at the window shown, based on Likelihood to See impressions.
LTS Reach 4+: The percentage of the target audience exposed to the campaign at least four times at the window shown, based on Likelihood to See impressions.
Universe: The total target audience population used as the denominator for reach calculations. Set by the campaign's target audience segment and market (e.g., Persons 18+ in the New York DMA).
Frequency Distribution Tab
The Frequency Distribution tab shows how the campaign's reach is distributed across exposure levels, helping identify how many people saw the campaign once, twice, three times, and so on.
OTS (Opportunity to See): Counts exposures based on proximity, approach, and dwell time, without adjusting for visibility. The OTS bars on this chart show the percentage of the target audience reached at each frequency threshold (1+, 2+, 3+ ... 11+ exposures) using OTS impressions.
LTS (Likelihood to See): Applies a visibility adjustment to OTS using methodologies including eye tracking studies and facial detection technologies. The LTS bars on this chart show the percentage of the target audience reached at each frequency threshold using LTS impressions.
Reach by Frequency Threshold Chart: Curve showing the audience reached at each frequency level from 1+ to 11+ exposures.
Frequency Table Tab
The Frequency Table tab shows the exact reach values behind the Frequency Distribution chart. Each row represents how many times a person was exposed to the campaign (1+ through 11+), and each column shows the time window the reach was measured over (7, 14, 21, or 28 days), broken out by OTS and LTS. Every cell shows the percentage of the target audience reached and the number of people that represents (n=...).
7-Day OTS % Reach: The percentage of the target audience reached at the specified frequency threshold over the total 7-day measurement window, based on Opportunity to See impressions.
7-Day LTS % Reach: The percentage of the target audience reached at the specified frequency threshold over the total 7-day measurement window, based on Likelihood to See impressions.
14-Day OTS % Reach: The percentage of the target audience reached at the specified frequency threshold over the total 14-day measurement window, based on Opportunity to See impressions.
14-Day LTS % Reach: The percentage of the target audience reached at the specified frequency threshold over the total 14-day measurement window, based on Likelihood to See impressions.
21-Day OTS % Reach: The percentage of the target audience reached at the specified frequency threshold over the total 21-day measurement window, based on Opportunity to See impressions.
21-Day LTS % Reach: The percentage of the target audience reached at the specified frequency threshold over the total 21-day measurement window, based on Likelihood to See impressions.
28-Day OTS % Reach: The percentage of the target audience reached at the specified frequency threshold over the total 28-day measurement window based on Opportunity to See impressions.
28-Day LTS % Reach: The percentage of the target audience reached at the specified frequency threshold over the total 28-day measurement window based on Likelihood to See impressions.
Creatives Tab
This tab is only visible if creatives were supplied as part of the campaign measurement.
Creative: The ad content shown on a unit during the campaign. A single campaign may include multiple creatives, grouped by version, market, or message variation.
Creatives Map: Shows all units in the campaign, color-coded by creative grouping. Clicking on a unit displays a tooltip with the operator name, media type, and Geopath spot ID.
Proof of Play Tab
This tab is only visible if proof of play was supplied as part of the campaign measurement.
Proof of Play: Documentation that an ad ran on a campaign's units. Proof of play records can include creative play logs (timestamps and play counts per display), photographs of the unit with the campaign creative in place, or video evidence. Proof of play is used to verify that the campaign was actually delivered as planned and to support post-campaign reporting and billing reconciliation.
Spot Profiles Tab
The spot profiles tab provides a high level overview of the average historical measurement by spot. All metrics on this page are averages from the time frame September 1, 2023 through August 31, 2024.
Geopath Spot ID: The Geopath identifier for the spot, where applicable.
Operator: The operator associated with the unit.
DMA: Geographic market information for the unit's location.
Media Type: Media type based on the width and height of the face. Includes: Display, Panel, Junior Poster, Poster, Bulletin, and Murals.
Digital: Indicates whether the unit is a digital display.
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, represented in seconds.
MW OTS: 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 based on the unit's share of voice.
MW 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 based on the unit's share of voice.
GP LTS: The Geopath reported Likelihood to See impressions for the unit, represented as a weekly average.
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.
Profile: Link to the unit's full Viewcast Profile, which provides detailed OTS measurement, historical circulation, and viewshed information for the selected spot. See Viewcast™ Profiles: Understanding Dashboard Metrics for more information on the Viewcast Profiles dashboard.
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