geekOUT —Fast Facts Friday
Understanding Audience Composition
Composition expresses the percent of a unit’s impressions that are made up of a particular audience.
Think of it as a pie chart with slices representing mutually exclusive audiences. It can be based on any demographic profile available in the Geopath database.
THINGS TO REMEMBER:
Composition is the percent of a location’s impressions against a defined audience, and provides a measure of audience concentration. The more narrowly defined the audience, the more helpful composition can be.
While composition provides an additional audience metric to evaluate the suitability of locations, indexing puts that number into perspective.
Want to know more and develop your own fast facts?
Contact geekout@geopath.org
or Scott Fiaschetti at sfiaschetti@geopath.org
OOH Today — Fast Fact Friday
