Footfall and Impressions

Learn more about the methods used to calculate impression and footfall metrics.

🎯 Ad Impressions

Ad impressions are the number of times an advertisement is viewed. This is the impression count advertisers pay for. The ad impressions depend on the ad frequency, spot length and screen impressions. The higher the ad frequency, the more ad impressions are generated. This number is calculated automatically by our algorithm, which analyses the historical impression patterns of each screen over time.

🎯 Screen Impressions

The average number of screen views per visitor is determined by the visitor dwell time, the probability of an individual passing by and viewing a screen, the number of screens per location and the type of location. This information is provided by the screen network owner and is randomly verified by a FRAMEN team member.

The daily screen impressions are then distributed during the week per hour based on visitor volume data (information available on Google) or granular data provided by the screen network owner.

Screen impressions = Footfall   x   Average screen views per visitor 

🎯 Weekly Impressions

Weekly Impressions are calculated using the Public & Private Screens DMI study formula.

• Venue Type: Calibration of the visitors concentrated at a venue on an hourly basis (daily avg. = 1) based on the open OOH taxonomy and custom FRAMEN venue types.

• Opening Hours: An array of 168 values (24 hours x 7 days) depicting open/close status of a location.

• Spots per hour: Based on the screen request frequency

• FRAMEN Function: =Imps168 (venue type, opening hours, spots per hour, weekly impressions) 24 hours x 7 days = 168 hours