Sample Viewcast Profiles output — synthetic.
VIEWCAST
Viewcast
Viewcast is Motionworks' OOH measurement family. It converts Pathcast traffic volumes into audience impression metrics — Circulation, Opportunity to See (OTS), and Likelihood to See (LTS) — for any out-of-home face, across both roadside and place-based inventory, with monthly history back to 2019.
Viewcast™ Profiles is the standard delivery product: monthly and annual aggregations of face-level and spot-level metrics for every face in a customer's portfolio. Each record carries traffic volume, face circulation, spot circulation, OTS impressions, LTS impressions, spot length and share-of-voice for digital faces, dwell time within the viewshed, day-of-week and hourly distributions, demographic segment breakdowns, and market reach at effective frequencies of 1 and 3. Coverage spans all US markets with data available from 2019 forward; new months are released within six weeks of month close.
Viewcast Select (campaign measurement mode) extends the family to on-demand campaign scenarios — defining a specific flight, a custom spot list, and a reporting window to receive deduplicated reach and frequency across all faces in the campaign schedule. This product is in active development; contact your Motionworks representative for access.
The impression metrics in Viewcast are grounded in a rigorous viewshed methodology that accounts for display size, elevation, orientation, area type (urbanicity), directionality of traffic, and maximum noting distance — the point at which a display's effective size falls below the perceptual threshold for a given environment. This means Viewcast OTS is a viewshed-precise estimate, not a circular-radius approximation. For the full geometric model, see Viewcast Methodology.
- Monthly Profiles + Campaign Select Products
- Cross-format dedup Measurement
- 2019 to present History
Products
Download a sample
Synthetic sample outputs to evaluate shape and structure. Each pair includes a tear sheet PDF and a data file.
Sample Viewcast Select output — synthetic.
Who uses Viewcast
- OOH operators and media networks use Viewcast Profiles to publish Circulation, OTS, and LTS metrics for their inventory — both as proof-of-performance for clients and as the audience data layer for rate card and programmatic pricing.
- Media buyers and agencies use Viewcast data to compare inventory options on a consistent impression basis and to plan reach-and-frequency across multi-format schedules.
- Campaign measurement teams use Viewcast Select (where available) to measure deduplicated reach across a completed campaign flight, with cross-format impression accounting.
- Researchers and consultants use the historical depth — monthly profiles from 2019 — to analyze long-term trend patterns in face-level audience volumes, assess market impacts (infrastructure changes, pandemic-related shifts), and produce validation benchmarks.
Data dimensions at a glance
| Dimension | Coverage |
|---|---|
| Geographic coverage | United States (all markets); roadside and place-based inventory |
| Geographic resolution | Face-level (viewshed-precise); market roll-ups by county, state, CBSA, DMA |
| Temporal coverage | January 2019 to present |
| Update cadence | Monthly, released within 6 weeks of month close |
| Latency | Released no later than 6 weeks after close of reporting month (e.g., January 2025 by March 15, 2025) |
| Delivery | Snowflake secure view |
Methodology summary
Viewcast impressions are computed from Pathcast traffic volumes using viewshed geometry defined for each individual face. Circulation is derived from the traffic count within the viewshed weighted by directionality — only traffic traveling in a direction that produces a valid opportunity to see the face is included. OTS applies a noting-probability model (based on effective display size and maximum noting distance) to convert circulation to impressions. LTS applies an additional attention-likelihood factor. All calculations follow the viewshed methodology developed for OOH measurement, ensuring consistency between roadside and place-based inventory. Viewshed geometry is matched against Geopath inventory records where available, and the Geopath comparison metrics are included in the schema.
Full methodology → Methods: Viewcast
Jobs this family powers
- Campaign Measurement — Measure the delivered impressions (Circulation, OTS, LTS) for a specific OOH campaign flight, broken by face and spot, with cross-format deduplicated reach and frequency at effective frequency thresholds of 1 and 3.
- Campaign Planning — Use historical Viewcast Profiles to evaluate inventory options on a consistent audience basis, model expected reach for proposed schedules, and set realistic impression benchmarks before a campaign launches.
- Exposure Modeling — Combine Viewcast impression totals with Popcast cohort data to compute audience-specific OTS — moving from total traffic impressions to targeted impressions for a specific demographic or behavioral cohort.