Out-of-home audience measurement
Pikaboo reports reach, VAC and average frequency for out-of-home panels in South Africa. Audience is computed from anonymised mobile movement and updated daily. The panel itself is confirmed in person.
Metrics
No new metric to learn and no proprietary score to take on trust. If you plan out-of-home, this is already your vocabulary.
How many different people passed the site.
Unique people exposed to a site over the measurement period, counted once per person rather than once per passing.
How many were in a position to see the panel.
Contacts adjusted by a visibility factor derived from the physical characteristics of the panel and its setting. Passing a site is not the same as seeing what is on it.
How often each of them passed it.
Total contacts divided by reach over the measurement period.
Methodology
Pikaboo computes reach, VAC and frequency using the definitions set out in the ESOMAR Global Guidelines for Outdoor Advertising and the World Out of Home Organisation's recommended approach to digital out-of-home audience measurement. These are the references on which out-of-home currencies are recognised internationally.
Pikaboo is not an accredited currency and does not present itself as one. Independent methodological validation is in progress. The method is documented in full and open to third-party audit.
The method, step by stepDifference
Nothing is installed on the structure, so measurement is not limited to sites that have been instrumented and does not wait on deployment. Any panel with a known position can be measured, including transit, township and place-based inventory.
An audience estimate says how many people could have seen a panel. It cannot say whether the poster went up, stayed up, or faced the right way. Field verification answers that, and the two are never combined into a single number.
The definitions, the processing chain and the known limitations are published. Buyers, sellers and auditors are looking at the same document, and it is open to independent review.
Audience is recomputed continuously rather than released on a cycle, so a campaign booked this month is planned against movement from this month.
Live platform
The measurement runs inside a working planning platform. Search South African out-of-home inventory, open a site, and read its reach, VAC and frequency for a given month, including the daily curve behind the monthly figure.
Open the platform (opens in a new tab)Opens in a new tab. Browsing inventory and measurement is open; building and saving a campaign requires an account.
Coverage
Measurement is most useful when it covers the whole market rather than part of it. Send us a site list and we will return reach, VAC and average frequency for each panel, priced by inventory volume rather than per panel.
Request a measurement