DOOH · Buy-Side calculator
Audience Multiplier
The audience multiplier is the number of people estimated to see each ad play on a screen.
Formula
Impressions per play = Impressions ÷ Ad plays
Fill in any 2 fields. The one you edited longest ago is solved for you.
Waiting for 2 values to solve Impressions per play.
What is Impressions per play?
The audience multiplier is the number of people estimated to see each ad play on a screen. DOOH sells plays, but you plan in impressions, and this is the conversion rate between the two.
Worked example
If impressions is 450,000 and ad plays is 15,000, then Impressions per play = 30.00x.
Impressions per play = Impressions ÷ Ad plays
Formula variable breakdown
- impressionsImpressions
- Enter impressions directly, or leave it blank and let the solver calculate it from the other 2 fields.
- playsAd plays
- Enter ad plays directly, or leave it blank and let the solver calculate it from the other 2 fields.
- multiplierImpressions per play(output)
- Enter impressions per play directly, or leave it blank and let the solver calculate it from the other 2 fields.
Tactical application guide
Impressions per play links impressions and ad plays in a fixed ratio, so any two pin down the third. Planning backwards is where it earns its keep: enter the impressions you have and the Impressions per play you are targeting, and the solver tells you the ad plays you must secure. Or lock ad plays and Impressions per play from a benchmark to see the impressions that plan implies before you commit.