Do you know how audience composition is calculated, or why it is an important metric in understanding the quality of impressions for a particular OOH unit?
Composition expresses the percentage of a unit’s impressions that are made up of a particular audience. It is calculated by dividing the target audience impressions by the total audience impressions. By using this metric, advertisers can determine the quality of their impressions, not just the quantity.
While percent composition is a great tool for determining how targeted a location or campaign is, indices give this number perspective in comparison to the total population. Indices above 100 show that the target is better represented, while indices below show the audience is under-represented.
Check out the one-sheet below to understand more about the different audience metrics, and how they are calculated. This, and many, many more training materials are available in our geekOUT Library. We encourage all of our members to check it out.