OOH Today’s Stat of the Week – Powered by StreetMetrics
Some Audiences Are Easier to Find Than Others
The Stat For frequent leisure travelers, the best-fitting units inside a market reach that audience roughly 2.4 times as efficiently as the median unit. For SUV shoppers, about 2.2 times. For fast casual diners, the flattest of the 125 segments we measure, the best units are barely better than average.
The Insight Not every audience should carry the same weight when you’re picking units. An advertiser after SUV shoppers is getting something real when you can show them a high index, because the gap between the best units and the rest is wide. For fast casual diners that gap is narrow, so a high index says less about the unit than it does about the audience being everywhere.
The Takeaway Check how concentrated the audience is before the plan gets built. Wide spread means unit selection is where the value sits. Narrow spread means almost any unit in the market reaches these people, and the campaign is better sold on reach. Knowing which one you’re in is the part worth paying for.