Question

Topic: Advertising/PR

How To Calculate Impressions, Reach, & Frequencies

Posted by Anonymous on 12/28/2016 at 1:50 AM ET 250 Points
I am writing from Jakarta (Indonesia). My company is considering an ad campaign by way of vehicle branding.
City population 17,6 million.
Target audience 10 million.

The media company claims the following:
– each moving vehicle spends about 400 hours on the road per year
– average daily commute is 25 miles per day
– each moving vehicle is seen by an average of 300 people per mile.

Based on these info, how do I calculate the number of impressions, reach, & frequency generated by each moving vehicle?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/28/2016 at 8:28 AM Member
    Has the media company produced any case studies of the effectiveness of their network? Can you interview recent media company clients to see how well their campaign went?
  • Posted by mgoodman on 12/28/2016 at 8:37 AM Moderator
    Impressions, reach and frequency cannot be calculated from the information given.
  • Posted by Peter (henna gaijin) on 12/28/2016 at 1:12 PM Accepted
    You can almost calculate impressions, if you knew the average speed the vehicle would drive. 400 hours times average speed times 300 would be impressions. If the vehicle averaged 30 miles per hour, it would be 3.6 million impressions per year.

    Reach and frequency both need to look at the route the vehicle goes to determine duplication.
  • Posted by Gary Bloomer on 12/28/2016 at 8:02 PM Member
    I agree with Michael. I think you need to find another media company.
  • Posted by darcy.moen on 12/29/2016 at 9:41 AM Member
    I offer taxi roof top advertising. I've been asked this question a lot from potential advertisers.Much of the information I use to determine audience, reach, impressions and GRP (Gross rating points) is based on assumptions and interpretation of data.

    By the way, you might want to look at GRP's as a unit of measurement. Here is a link to information about GRPs: https://smallbusiness.chron.com/determine-grp-advertising-35671.html

    I use traffic counts from the local City's intersection car counts and calculate average the average number of people per vehicle to determine audience. I've even hired forms to conduct interviews of people 'off the street' to determine how ads are being seen. Its not perfect, but it's generating hard numbers that are useful. I've even gone so far as to equip my taxi top signs with a camera connected to mobile internet using a specific software system that would count cars passing and being passed, faces, and even eyeballs of people looking at the ad. This has been my most accurate method of all, but of course is only relevant to my market.

    Frequency would be extremely difficult to calculate as you need to find out repeat users of taxi cabs, and that would be very very difficult.

    You might want to encode your ads with a QR code so people could snap a picture. QR codes can be linked to web pages, and be tracked so you can generate usable data to help you. Another way to to use a dedicated URL to a web site that is not being used in any other media.

    I hope this helps you.
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