With the introduction of Local Observed insights in our 360 Explore module, you now have access to detailed information about the specific markets where Digital and AVOD campaigns are being observed.
Here’s how Local Observed can help you elevate your media planning and buying:
Refine your market strategies with DMA- level precision
For digital campaigns running from January 2022 onward, and for AVOD campaigns running January 2026 onward, you can now see spend tied to exactly where ads are being observed up to 210 DMA's, offering insight into the true investment into local campaigns.
Compete Smarter For Local Audiences
Uncover your competition’s local media strategy and investment, seeing just who you’re up against in each market you’re targeting. Our update shows, on average:
8.5x more digital spenders per market
3.2x more display spenders per market
17x more video spenders per market
Maximize the Impact of Your Media Spend: Our new DMA-level allocation helps you refine your market strategies with precision. This is especially valuable for optimizing the allocation of your digital and video spend in key local markets.
Key Points:
The Observed Markets feature is available for all clients who currently utilize the 360 solution.
The Observed Markets feature is only available for the following media types:
Browser Display
Browser Video
Mobile Web
Mobile App
Mobile Web Video
AVOD
Observed Markets data for the digital media types is available from January 2022 - onward.
Observed Markets data for AVOD is available from January 2026 - onward.
Now Available in Explore: Two different views of the digital and AVOD marketplace, depending on your need!
Property Based (previous method): Assign spend to a property in a market which can be used to consider the value of inventory going to sites which are locally defined.
Example: LA Times assigned to the Los Angeles DMA
Observed (Local DMA Based): Assign spend to the DMA's based on where the ads were observed.
Example: LA times readership assigned across the country
Additional Senario Examples:
Medium | Senario | Property Market Assigned | Observed Market Assigned |
Browser Display | Person who lives in Los Angeles, views an ad on NYPost.com | New York | Los Angeles |
AVOD | Person who lives in Chicago, views an ad on Netflix | Total US | Chicago
|
Spot TV | Ad airs on WNBC, a New York Station | New York | Not applicable - Reported as NY Property Market |
Network TV | Ad airs on NBC, a Network broadcaster | Total US | Not applicable - Reported as Total US Property Market |
Observed Markets ROI for Media Buyers (Agencies & Brands)
Competitive Strategy
Understand your competitor’s regional strategy and how it compares with yours so you can adjust your media and brand strategy.
TAM Analysis (Total Addressable Market)
Perform a better TAM analysis in order to see where those viewing the ads are, and whether a given website/app is targeting the correct market.
Media Planning
Complete view of each media outlet to understand whether the reach is more local or national (or both).
Observed Markets ROI for Media Sellers
Uncover Untapped Opportunities
Identify where brands focus their spend. See exactly which DMAs align best with your audience reach to grow your share of wallet.
TAM Analysis
Perform a better TAM analysis in order to see where brands are investing, and whether your content is tailored to those local markets.
Win with Pitch Precision
Show buyers you deliver in their target regions. Whether they lean into local video or underinvest in key DMAs, get data to prove the value of your partnership.
How to Access Observed Markets Data in Explore:
Click on the Explore button found on the left-side menu and choose "Create New Report".
In the LAYOUT tab (Step 2), select Market as a sort.
**Market MUST be selected as a sort in order for the Observed Markets option to populate.**
In the MEDIA/MARKETS tab, if your report includes a Market sort and Digital or AVOD data, you can specify which view of Market allocation you wish to use.
Observed will show spend based on the panelist location (Example: This ad was served to a user in Wisconsin).
Property will show spend based on the property’s location (Example: All spend for Chicago Sun-Times is allocated to the Chicago market).
Reports will initially default to Property Type, but will remember the user's preference next time.
Final output for reports with Observed Markets selected:
All reports that have Observed enabled will report the DMA.
Nothing will be reported as "Total US".
For ads that have not been assigned to a locally observed market, the market view will appear as “Not Specified” and will show up at the bottom of the market list.
Impact:
Observed Markets/Local Digital/AVOD improves representation of spend by market.
*Source: MediaRadar Desktop / Mobile / App: FY 2023
YouTube Example:
*Source: MediaRadar Desktop / Mobile / App: FY 2023
If you have any additional questions, you can reach out to your dedicated MediaRadar Client Success Manager. Our support team is also available for assistance via email at customersupport@mediaradar.com.