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OOH glossary · Measurement

Impressions

Impressions are the estimated number of times people are likely to notice a billboard ad.

Geopath defines impressions as the times people passing a display are likely to notice the ad. It counts 12 hours for unlit boards, 18 for lit ones, or 24.

Impressions are not a traffic count. They start with everyone who passes, then keep only the people likely to notice the ad.

Geopath also reports in-market impressions, which count only people who live in the market. Those feed GRPs.

Every empty face is money you already spent.

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