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OOH glossary · Measurement

Reach

Reach is the percent of a target audience that sees an ad at least once during a campaign.

Geopath defines reach as the rough percent of a target audience that notices the ad at least once.

Reach counts people, not views. A driver who passes the board 10 times counts once.

Reach and frequency trade off. Spreading faces across a market grows reach. Packing them on one route grows frequency.

Formula

GRPs = reach (%) × frequency

Every empty face is money you already spent.

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