What does the term Universe mean when we talk about OOH measurement? Any guess?
Universe is the population of the group measured and is based on two components: the demographic profile and the geographic area.
Check out the one-sheet below to understand more about why it is important and how demographics and geography impact the universe you are considering. This, and many, many more training materials are available in our geekOUT Library. We encourage all of our members to check it out.