Measurement & Metrics

Reach

The number of distinct individuals exposed to an ad over a period, counting each person once. Best measured on the basis of audience impressions.

Also known as: unique reach, net reach

Source: MRC OOH Measurement Standards

Related terms

Frequency The average number of times a single individual is exposed to an ad over a period. Long dwell times in beauty venues naturally raise frequency per visit. Audience Impression The canonical DOOH measurement unit: the total number of people with an opportunity to see (traffic), adjusted for notice and dwell time and calibrated to the spot length. The same concept the industry also calls Visibility Adjusted Contact (VAC).