Reach
How many different people passed the site.
The estimated number of unique people exposed to a site over the measurement period. Counted once per person, not once per passing.
Out-of-home measurement
We measure who really passed the billboard — and check that the billboard is really there.
Pikaboo produces reach, VAC and average frequency for out-of-home panels in South Africa. The audience is computed from anonymised mobile movement and updated daily. The panel itself is confirmed in person by a field network.
- 10M+
- devices seen monthly
- 1B+
- location signals processed
- Daily
- measurement granularity
Three numbers, defined the way the industry defines them
No new metric to learn and no proprietary score to take on trust. If you plan out-of-home, this is already your vocabulary.
VAC
How many of them could actually see the ad.
Visibility Adjusted Contacts. Passing a site is not the same as seeing what is on it, so contacts are adjusted by a visibility factor derived from the physical characteristics of the panel and its setting.
Average frequency
How many times each of them passed it.
Total contacts divided by reach over the measurement period — the average number of exposures per person reached.
Live platform
See it on real inventory
The measurement above is not a slide. It runs in a working planning platform: search South African out-of-home inventory, open a site, and read its reach, VAC and frequency for a given month — including the daily curve behind the monthly figure.
Open the live platform (opens in a new tab)Opens the live environment in a new tab. Browsing inventory and measurement is open; building and saving a campaign needs an account — ask us and we will set one up.
- Reach
- How many different people passed the site.
- VAC
- How many of them could actually see the ad.
- Average frequency
- How many times each of them passed it.
- Daily curve
- Every day in the month, not just the total.
Per site, per month
Methodology
Built against the international definitions
Pikaboo computes reach, VAC and frequency using the definitions set out in the ESOMAR Global Guidelines for Outdoor Advertising and the World Out of Home Organisation's recommended approach to digital out-of-home audience measurement. Those are the references on which out-of-home currencies are recognised internationally, and they are the references this system was built against.
Pikaboo is not an accredited currency and does not claim to be one. Independent methodological validation is work in progress, and we would rather say so here than be asked. The methodology is documented in full and open to third-party audit on request.
What measuring from movement adds
Established survey-based currencies do something Pikaboo does not: they carry industry agreement, and where they cover the inventory they remain the benchmark for cross-owner comparison. Measuring continuously from movement adds three things on top.
Every panel, not only surveyed ones
A survey-fused model covers the inventory it was built to cover. Signal-based measurement can produce a number for any panel whose position is known — including transit, township and place-based inventory that sits outside a national travel survey's design.
Current, not annual
Audience is recomputed continuously rather than released on a periodic cycle. A campaign booked this month can be planned against movement from this month.
Delivery, not only audience
An audience estimate says how many people could have seen a panel. It cannot say whether the poster went up, stayed up, or faced the right way. Field verification answers that separately, and the two are reported separately.
Measurement should not be a membership benefit
If you own out-of-home inventory in South Africa, we will measure it — whether or not you belong to anything, and without charging you per panel. Send us your site list and we will send back reach, VAC and frequency for each one.
Get your inventory measuredOr email info@timbuk2.ai directly.