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Understanding OOH Metrics & Terms on Our Platform

This page explains the key technical terms and metrics used across our OOH planning, buying, and analytics tools — so you can confidently interpret reach, impressions, audience insights, and recommendations across Nigeria.

Point of Interest (POI)

POI stands for Point of Interest. These are real-world places that attract people and activity, helping us understand movement patterns and audience behavior around a media location.

POIs help answer questions like:

• What kind of places are around this site?

• What type of audience is likely to pass by this location?

Examples of POIs in Our System

We categorize POIs across multiple everyday and commercial activities, such as:

  • Transport

    Transport & InfrastructureAirports, Bus Stops, Railway Stations, Car Parks

  • Retail

    Retail & ShoppingShopping Malls, Supermarkets, Clothing Stores, Shoe Stores

  • Food

    Food & LeisureFood Joints, Bars, Nightclubs, Hotels

  • Education

    EducationSchools, Colleges, Universities, Tuition Centres

  • Healthcare

    HealthcareHospitals, Clinics, Pharmacies, Labs

  • Religious

    Religious & CommunityChurches, Mosques, Temples, Community Halls

  • Offices

    Services & OfficesBanks, ATMs, Insurance Offices, Government Offices

These POIs collectively help define how active and relevant an area is for advertising.

Cohorts (Audience Groups)

A Cohort represents a group of people with similar behavior patterns, inferred from their interaction with nearby POIs.

Instead of looking at raw demographics alone, cohorts help answer:

• Who is most likely to be present here?

• What type of audience does this location naturally attract?

How Cohorts Are Derived

We associate POIs with audience behavior patterns. For example:

  • Food

    Food Joints & Shopping AreasLifestyle-driven audiences

  • Entertainment

    Entertainment & Leisure ZonesYoung professionals and social audiences

  • Religious

    Religious & Community SpacesCommunity-focused audiences

This allows us to estimate audience composition around a location, which you see reflected as percentage-based cohort distribution.

Traffic Estimation

Traffic represents the estimated flow of people moving through an area over time.

How Traffic Is Calculated

Traffic is modeled using:

  • Density

    Density and distribution of high-activity POIs

  • Spatial

    Spatial clustering of movement-heavy locations

  • Relative

    Relative proximity between activity zones

We apply machine-learning techniques to group high-movement areas and estimate relative traffic intensity per cluster.

This approach enables consistent, comparable traffic estimates across Nigeria, even when conditions vary between locations.

Spatial Clustering (Behind the Scenes)

To understand how activity is distributed geographically, we apply clustering techniques to POI locations.

What Clustering Means for You

  • Grouped

    Nearby high-activity areas are grouped together

  • Distinct

    Each group represents a distinct activity zone

  • zones

    Zones differ in traffic, audience density, and exposure potential

Some zones are further refined into smaller areas to provide more precise insights at a micro-location level.

You don’t need to manage this complexity — the platform automatically uses it to power planning, recommendations, and insights.

Density

Density shows how concentrated activity is within a location’s surrounding area.

It is calculated by:

Number of POIs relative to the geographic area they occupy

Higher density means:

  • Activity

    More activity in a smaller area

  • Engagement

    Stronger potential visibility and engagement

Impressions

Impressions estimate how many times an advertisement is likely to be seen.

They are calculated using:

  • Traffic

    Estimated traffic

  • Density

    Relative activity density

  • Location

    Position of the location within surrounding activity zones

Impression Metrics You’ll See

• Average Daily Impressions – Typical daily exposure

• Average Weekly Impressions – Estimated weekly exposure

• Average Monthly Impressions – Estimated monthly exposure

These values are modeled to reflect realistic exposure ranges, not fixed counts.

Reach

Reach represents the share of total audience exposure attributed to a specific location or zone.

It answers:

• How much of the city’s overall audience does this area capture?

Reach is calculated using:

  • Distance

    Distance from high-activity zones

  • Traffic Concentration

    Relative traffic concentration

  • Spatial influence

    Spatial influence of nearby areas

Reach Percentage

Reach Percentage shows the portion of total audience exposure assigned to a location or zone.

Example:

• Reach = 2.5% → This location is expected to capture about 2.5% of the city’s total reachable audience

All reach percentages across zones add up to 100%.

Frequency

Frequency measures how often people are exposed to an ad within a specific area.

In simple terms, it shows:

How intense the exposure is for the audience present there

How to Read Frequency

• Frequency ≈ 1 → Average exposure for its reach

• Frequency > 1 → Higher-than-average exposure (strong visibility zone)

• Higher values (5, 10, etc.) → Very concentrated, high-impact exposure areas

Frequency helps identify hotspots where ads are seen repeatedly.

Why This Matters

All these metrics work together to help you:

• Choose better locations

• Understand audience presence, not just geography

• Compare sites using consistent, data-driven benchmarks

• Make informed planning and investment decisions

Our platform handles the complexity in the background — so you can focus on strategy, reach, and results.