Buyer: RFP Audience Column Headers (FKA Geopath)

What Are Audience Column Headers?

When building RFP templates, you will see a variety of column headers that are specifically designed for Geopath and other audience measurement tools. These headers, which initially act as placeholders on your template, are expanded once you select your target audience.

Audience header names will update according to the actual target audience chosen for the RFP in your final template.



Looking for column header definitions?



Audience Column Headers Can Multiply on RFPs

Audience column headers will expand into separate columns on the RFP template to include all segments of your target audience.

As shown in the below example, the demographics selected will load 4 distinct calculations from Geopath-v2.2 for Total Impressions, creating 4 separate headers.





Therefore "Audience Total Impressions" would be represented as these RFP column headers:



PopFacts: Persons 18+ yrs 4wk Audience Total Impressions

PopFacts: Persons 18+ yrs 1wk Audience Total Impressions

PopFacts: Persons 21+ yrs 4wk Audience Total Impressions

PopFacts: Persons 21+ yrs 1wk Audience Total Impressions



*Note: This pattern is repeated for all audience placeholders. These headers can expand RFP templates significantly with the addition of audience segments and varying number of weeks.





What do Audience Column Headers Mean in DOmedia?

Audience Total Impressions - The total impressions that are reaching the target audience overall



Audience In-Market Impressions - The total impressions for the target audience in the target market only



Audience Target Composition Index - The calculated target composition index. The ratio of Target Percent In-Market Impressions Composition (Target Population/Total Population %)



Audience Target Total Impressions % - Target Audience Impressions as a percentage of Total Impressions



Audience Target In-Market Impressions % - Target In-Market Impressions as a percentage of Total In-Market Impressions



Audience Market Population - The total population of the target segment in the target market



Audience In-Market Target Population - The total population of the target segment in the target market



Audience Target In-Market Population % - Percent of the overall base population that matches the target segment / in the defined market



Audience Population Reach - The number of people in the market that is being reached during the period defined



Audience Reach % - The percentage of the total market that is being reached during the period defined



Audience Frequency - The average number of times an individual notices an out of home advertising message during a defined period of time



Audience TRP - The total number of in-market impressions, to a target audience, delivered by an OOH display expressed as a percentage of a market population



Audience CPM -  (Net Media Cost/Cycle) / ( Audience Total Impressions / 1000 )