Business Case

Viewcast provides the Opportunity to See (OTS) measurement for pedestrian and vehicle paths within a Face Place viewshed. Opportunity to See measures the total number of people who could have seen a particular asset (e.g., billboard advertisement) during their travel. Viewcast aggregates pedestrian and vehicle volumes from Pathcast and combines them with out-of-home industry accepted multipliers to develop OTS statistics.

See the full Viewcast™ product documentation for complete details on measurement methodology, data definitions, and use cases.

⚠️ Under Active Development
This API endpoint is currently under active development. Features, parameters, and response formats may change without notice. Please contact your account representative for the latest updates and production readiness status.

Data Definitions

Understanding these key terms will help you interpret the Viewcast API response data:

Core Concepts

Viewcast: Provides the Opportunity to See (OTS) measurement for pedestrian and vehicle paths within a Face Place viewshed. Measures the total number of people who could have seen a particular asset during their travel.
Spot: An advertisement that is presented on a Face (display). This may be static displays (poster or vinyl brand message posted on a billboard) or branded messages displayed digitally as part of a rotating Face.
Face: The physical display or screen where advertisements are shown. A Face can host multiple Spots in digital/rotating scenarios.
Place: The geographic location where the Face is positioned, with associated market and demographic context.

Measurement Metrics

Traffic: Synonym for visits - the average number of vehicles and pedestrians per week during the reporting period observed within the viewshed.
Circulation: Person-exposures to the display. For roadside displays, this is the number of pedestrians plus (vehicles × occupancy) to arrive at total person-exposures.
Opportunity to See (OTS): The total number of people who could have seen a particular asset during their travel, before considering visibility factors.
Likelihood to See (LTS): Also referred to as Impressions - how many times an Opportunity to See resulted in a person likely receiving a brand message. Considers the physical characteristics of the display and proximity to the person.
Dwell: For roadside displays, the estimated amount of time in minutes that a person is present within view of the face. Derived from the average speed of vehicles and weighted by circulation.

Display Classifications

Classification Types:

Roadside: Outdoor media primarily targeting vehicles on roadway (e.g., billboard on side of highway)
Place-Based: Media focused on indoor or outdoor venues primarily targeting pedestrian traffic (e.g., digital screen above a bar)
Construction Types: Include Freestanding, Interior Wall, Furniture, Exterior Wall, Bus Exterior, Exterior Vehicle, Ceiling, Floor, Column, Elevator, Stairs, Rooftop, and others.
Media Types: Based on width and height dimensions - Display, Panel, Junior Poster, Poster, Bulletin, and Murals.

Business Logic

Share of Voice: The percent of time a Spot is visible on a Face; most often used in relation to digital or rotating displays. A value of 1.0 means the spot is always visible (static display), while lower values indicate rotation with other advertisements.
Assignment Status: Indicates the source and reliability of the measurement data:

"Industry Assigned": Published values agree with Geopath Impressions
"System Assigned": Motionworks assignments differ from Geopath Impressions
"Unverified Assignments": Not currently producing expected results and queued for manual audits

Geographic Context

Market Data: Includes standardized geographic identifiers:

County (co_geoid, co_name): County-level geographic boundaries
CBSA (cbsa_geoid, cbsa_name): Core Based Statistical Area (metropolitan/micropolitan areas)
DMA (dma_geoid, dma_name): Designated Market Area for media planning
Postal Code: ZIP code for the display location

Endpoints

The Viewcast API provides the following endpoints:

Viewcast Search - Search and filter Geopath out-of-home inventory by media type, placement, operator, location, and specific IDs

Viewcast Spot - Retrieve detailed spot-level data including historical measurements, circulation patterns, and geographic context