Travel Survey

The study examines the travel habits among the Baltic residents (timing, purpose, mode, trip duration etc.). The sample per city is selected by research company NielsenIQ and represents various demographic groups and how they move in urban environment, part of which is our media channel. The results are used to evaluate the reach and effectiveness of the OOH locations in selected cities.

Traffic Intensity

Evaluates how many people are on streets – our potential audience for the brand messaging. Flow data includes vehicle traffic counts, pedestrian counts, footfall data.

Visibility adjustment

Panel classification and visibility adjustment identify how well the frames are visible and take into account factors that can affect the visibility of the object/advertisement. The final result is between 0-1. This is used to calculate visibility adjusted contacts (VAC).

Reach and frequency modeling

For media pricing and planning purposes it is necessary to be able to estimate the reach of a given campaign into the target population and the frequency of exposure to the advertising. This is the part where visibility adjustment study is combined with the travel survey and traffic intensity and the models are created.