Data Timeframe
Historical Performance:
All metrics based on historical audience behavior
Data period selectable in Preferences
Options: Latest quarter, historical quarters, or year-to-date averages (updated by the 15th of each month for the prior month)
Projection Basis:
Scenarios project future performance
Based on historical patterns in selected data period
Actual results may vary due to external factors
Benchmark Selection
Three benchmark options (set in Preferences):
National Benchmark (default in some contexts):
Compares to US population averages
Use for: National campaigns or broad comparisons
Market Benchmark (default in tool):
Compares to local market population
Use for: Market-specific targeting assessment
Most common choice for local campaigns
ZIP Code Benchmark:
Compares to specific ZIP code populations
Use for: Hyperlocal campaigns
Requires ZIP-level targeting
Duration Settings
Four standard durations: 1 week, 4 weeks, 8 weeks, 12 weeks
What changes with duration:
Impressions: Scale proportionally with time
Uniques (Reach): Increase with time but with diminishing returns
Frequency: Increases as reach plateaus
Efficiency: Often peaks at 8 weeks, then diminishes
What doesnt change with duration:
Demographic/Behavioral Audience data: Historically, very little meaningful demographic or audience behavior difference can be detected within 1–12 week durations
Choosing duration:
1 week: Event-driven, tactical campaigns
4 weeks: Standard OOH flight length
8 weeks: Optimal reach/frequency balance for many campaigns
12 weeks: Maximum reach, highest frequency
Data Quality & Limitations
What the tool includes:
Comprehensive inventory for single media operator
Historical performance metrics
25 behavioral audience segments
20 demographic categories
Market and ZIP-level geographic data
Current limitations:
Single quarter of data at a time
Pre-campaign planning focus (not live reporting)
Cannot filter by exact distance from points
No real-time availability or pricing data
Limited to StreetMetrics proprietary data
Confidence in projections:
High confidence: Comprehensive data with strong audience alignment
Medium confidence: Adequate data with some variations
Lower confidence: Sparse data or limited coverage