Programmatic AND automated advancements for our guaranteed placement long term buys have changed the OOH buying landscape. Buyers of size are demanding new tools and data to make their lives easier, quicker, efficient, effective and affordable. IBO Speedway will use a suite of products to provide tools to buyers of scale to choose our inventory for campaigns. This PerView Impressions product will serve the needs of buyers for their planning and
execution of campaigns.
Reach the Right Audience
PerView identifies consumers with the Opportunity To See (OTS) your inventory.
Measure Consumer Reach
PerView accurately determines how many consumers your ads reach.
OAAA-Compliant
PerView is developed in alignment with OAAA Measurement Guidelines.
Programmatic Ready
PerView meets the needs of buyers using programmatic platforms.
Universal Asset Coverage
Speedway PerView works for all OOH assets, both static and digital.
Boost Programmatic Revenues
Speedway PerView helps increase programmatic revenues through CPM buys.
PerView OOHinfo User Interface
OOHinfo PerView impressions data includes reach and frequency metrics and ties nicely into the OOH CHARGER dashboard that contain the data that can be filtered by Date, Display IDs, Cities and/or digital. The filtered results can be downloaded to appear exactly like the images below for your local sales effort. The bottom image shows plant totals for the totals for the filtered set of displays. This Google LOOKer report is available and easily accessible by any authorized user of your team. Note that this UI is not available directly through Place Exchange which is crafted mostly for media planners and buyers, rather than media owners.
DATA DATA DATA – In addition to the charts and filterable Google LOOKer reports on the prior page, OHinfo PerView impressions data is connected up via API with Place Exchange and updates routinely for media owners to be able to access the data easily, in one place, 24/7/365. This data below appears like a sheet, but in actuality is a live connection to OOHinfo Google Cloud server and drives the LOOKer report as well.
The top image shows all the basic details along with a Google Map live link with 15 columns of reach, frequency, in and out of DMA stats and of course total impressions data for the most recent 28 day period. An extensive set of analysis columns to the right, not shown in the image.
The bottom image shows what we call the rolling 12 average which is in essence the average of the prior 12 months worth of data. In cases where the display didn’t have data for the entire period, the setup understands and identifies the number of periods used in the calculation. It also breaks the numbers up to represent the number of impressions attributable per slot used in digital sales.
OOH PerView Speedway General Questions
These are questions answered by Ari Buchalter, CEO, Place Exchange, Fall 2022
How often is the data updated?
Every 28 days and will follow the broadcast calendar
How are the impressions derived?
Impressions in a given time period are the product of (1) how many people are in the viewshed over that time period (reach) and (2) how many ads do they have the opportunity to see while in the viewshed. So if you have 10 people that each see 2 flips, that would be 20 impressions. See the Data Delivered sheet for the specific data field descriptions.
Are the impressions for digital and static?
Yes, the bulk processing of the IBO Speedway data allowed some terrific analysis and economies of scale!
How does the current data change from the Beta Test data?
Providing a large data set for many locations, we were able to provide Place Exchange a rich pool of feedback to help with the various aspects of their methodology. The two main things that improved were (1) their algorithm for calculating viewsheds and (2) how they handle “outlier” data (cases on the edge of the bell curve where things look very low or very high due to noise, bad data inputs, etc.)
How is the data obtained?
Place Exchange works with mobile data aggregators who capture observations of mobile devices at different places and times. Basically, when people use shopping/weather/gaming/etc. apps on their phone, and give consent for the app to use their data, that data gets captured by these mobile data companies who share it with Place Exchange and then Place Exchange matches it to the viewsheds of OOH displays to apply their methodology.
When will Place Exchange seek MRC accreditation for PerView?
Within 12 months of the OOH Standards being published and final, Place Exchange will begin seeking MRC accreditation. That process may then take 6-18 months.
Will the digital impressions work for programmatic?
For the IBO subscribers that use the IBO Speedway for their programmatic access, the data will include an hourly impression multiplier that is used to support programmatic buying.