How is reach calculated for an in-store advertising campaign?

Question

Pygmalios · Accepted Answer

Reach for an in-store advertising campaign is sized using an impression multiplier, described in the Digital Out of Home (DOOH) & In-Store Retail Media Playbook 2024 as impressions per ad play, with impression multipliers compiled through location-based data used for audience sizing [1]. How the impression multiplier is built The playbook's worked example starts with the hourly audience contacts at a screen, given as 2,242 contacts seen at Screen A between 7–7:59am on an average Monday [1]. Ad exposure per dwell time is then derived: a dwell time of 24 seconds at that screen against an ad slot length of 8 seconds produces 3.88 ads viewed [1]. Ad slots per screen per hour come from seconds in the hour (3600) divided by ad play duration (8 seconds), giving 450 ad slots [1]. The result is an impression multiplier of 19.33 average impressions per ad play at that screen in that hour [1]. Ideally the impression multiplier also takes into account foot traffic, observational studies, shopper behaviour analytics and engagement metrics gathered through technology [1]. What feeds and surrounds the calculation In-store traffic is defined as the number of measurable customers inside the store, located at total store, entrance, near screens, shelves, aisles and check-out [1]. Metrics offered vary from retailer to retailer, so partners should be consulted on what is assessed before the campaign [1]. Reach suits campaigns whose objective is product visibility, while ROAS is the relevant metric for sales objectives [2]. Reach as a metric does not provide the transactional evidence brands need, such as sales and return on ad spend [2].