Audience Measurement

Measurement, Reach and Frequency

Process for measuring reach and frequency for weekly campaigns

Fifty5Blue Denmark (formerly Kantar Media) is responsible for calculating reach and frequency for our weekly outdoor campaigns.

Based on series-based data provided by Bauer Media, Fifty5Blue combines advanced geographical models with their National Travel Survey (RVU). This methodology enables precise estimates of both exposure levels and actual visibility for Adshel, Railboard and digital formats.

The result is a robust and standardised calculation of reach and frequency, based on market-leading measurement methods.

The underlying data (media type, media environment, address, placement information, X/Y coordinates, angle/orientation and size/format) are classified and validated by Ipsos.

For questions regarding methodology, data sources or calculations, Fifty5Blue Danmark can be contacted directly.

Outdoor medier: Adshels, Railboards og Digital

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Data Input (From Bauer Media to Fifty5Blue)

Delivery of series-based data. For all advertising sites within a series, the following information is provided:

• Panel ID
• Media type
• Media environment
• Address
• Placement information
• X/Y coordinates
• Angle/orientation
• Size/format

For indoor environments, the exact placement of advertising sites is also provided on a floor plan or map.

These data enable Fifty5Blue to accurately position each advertising site within their geographical models.

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Validation and Calculation (Fifty5Blue)

1. Data validation

• The data are cross-checked against previous deliveries and undergo a general quality assurance process.

2. Outdoor series integrated into Fifty5Blue’s National Travel Survey (RVU)

All advertising formats are entered into a map-based system, where Fifty5Blue links them to actual population travel patterns based on RVU data, including:

• Daily routes and modes of transport
• Travel times
• Frequency of passing the location
• Demographic distribution

This makes it possible to estimate who actually passes the locations and how often.

3. Exposure modelling based on travel behaviour (OTS)

Fifty5Blue calculates Opportunity to See (OTS) for each advertising site:

• How many people have the opportunity to see the placement
• How often they pass the location

OTS forms the basis for calculating contacts.

4. Visibility adjustment

Fifty5Blue adjusts the OTS figures based on actual visibility factors, including:

• Distance and viewing angle
• Placement
• Direction of movement
• Speed (pedestrian, bicycle, car, train, etc.)
• Dwell time

The visibility-adjusted OTS is then converted into actual contacts.

5. Calculation of reach and frequency

• Reach
  The number of unique individuals within the target audience who see the advertising site at least once. Calculated for each series.

• Frequency
  The average number of times exposed individuals see the advertising sites within each series.

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Measurement, VAC

Process for Calculating VAC (Visibility Adjusted Contacts) at Bauer Media Outdoor

Ipsos is responsible for conducting the full calculation of VAC (Visibility Adjusted Contacts) for Bauer Media Outdoor’s digital inventory. The process follows the internationally recognized standards and methodological framework set out in AM4DOOH (Audience Measurement for Digital Out of Home), ensuring consistency, comparability, and methodological transparency.

All movement and flow data used by Ipsos originates from official and validated sources, and each step of the modelling process adheres to industry requirements for data quality, visibility adjustment and exposure modelling. Panel-based data (X/Y Coordinates, Orientation/Viewing Angle, Size/Format) are validated by classification from Ipsos. For enquiries about methods, data or calculation procedures, please contact Ipsos

Outdoor media: Digital

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Data input (fra Bauer Media til Ipsos)

Levering af panelbaserede data. For alle reklamepaneler leveres følgende information:

• Panel ID
• Medietype
• Mediemiljø
• Adresse
• Placeringsdetaljer
• X/Y-koordinater
• Orientering / synsvinkel
• Størrelse / format

Modellering og validering (Ipsos)