AdWitness Blog
Audience Certificateguides & the proof thesis
How to measure and estimate billboard impressions from video, read an Audience Certificate, and audit an impressions claim before quoting a CPM.
OOH Audience Measurement for Small Operators: How to Prove Impressions Without an Enterprise Contract
A plain-language guide to OOH audience measurement for small operators: prove billboard and DOOH impressions advertisers believe, without an enterprise contract.
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OOH Audience Measurement for Small Operators: How to Prove Impressions Without an Enterprise Contract
The pillar guide — the hub every other post links back to.
More guides
Practical, honest, and written for your side of the deal.
Panel data vs ground-truth counting for OOH: where mobile-panel and bureau impression estimates go blind, and when a small operator needs a per-face count.
What 'Accurate' Really Means for an Impressions Number: MAPE and Confidence Intervals
What 'accurate' really means for an OOH impressions number: MAPE and confidence intervals explained in plain language, and why a single accuracy badge misleads.
How to Audit an Impressions Claim Before You Quote a CPM
How to audit an impressions claim before you quote a CPM: the questions to ask, the red flags to catch, and how to turn a verified count into a price.
Why an unverified impressions number puts small OOH operators at risk — the ways it fails, and what a defensible Audience Certificate must contain to replace it.
How to Read Your Audience Certificate
How to read your Audience Certificate: what every number, chart, confidence label, and QR code on your OOH impressions report means — section by section.
How to estimate billboard impressions from a sampled week of footage: from counts to impressions, why sampling works, and how confidence and error bars are set.
How to Measure Billboard Impressions With Just a Phone
How to measure billboard impressions with a phone: where to film, how to set the visibility zone and counting line, and when to use a camera or upload instead.