OOH Today’s Stat of the Week – Powered by StreetMetrics
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One Billboard. 34% More Reach.
The Stat: Adding a single high-traffic unit to a 5-board package in a major Northeast market increased reach by 34% over an 8-week flight, while total impressions grew by only 27%.
The Insight: Impressions tell you volume. Reach tells you how many new people you’re actually getting in front of. In this case, one strategically placed board near a major bridge crossing didn’t just add more of the same eyeballs. It pulled in 400,000 additional unique viewers who weren’t being reached by the other four units. The gap between impression growth (27%) and reach growth (34%) reveals a critical point: not all impressions are created equal. Some boards extend your audience, others pile on frequency.
The Takeaway: If you’re building or evaluating OOH packages, total impressions alone can be misleading. Dynamic reach modeling lets you see how each unit contributes to a deduplicated audience, identifying which placements truly expand your campaign’s footprint versus which ones are hitting the same commuters twice. This kind of unit-level reach analysis isn’t widely available in the market today, but it’s exactly what separates a good package from a great one. StreetMetrics surfaces this data directly in the Intelligence Tool.
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