Media owners & agencies · Pikaboo
Precision marketing for the real world.
Independent out-of-home audience measurement, verified on the ground: reach, VAC and average frequency for every panel, so each site, campaign and rand of spend can be planned and defended with evidence, not estimates.
What it does
Built for one clear job.
We turn out-of-home into a measurable channel. Pikaboo, our measurement product, reports reach, VAC and average frequency for out-of-home panels in South Africa. Audience is computed from anonymised mobile movement, scaled to the census population and updated daily, so a site is measured on who actually passes it during the working day, not just who lives nearby.
Measurement stays independent of any media owner, so the numbers hold up on either side of a negotiation. The method is built against the ESOMAR and World Out of Home Organisation definitions and is published in full, limitations included. Pikaboo is not an accredited currency and does not present itself as one; independent validation is in progress.
How it works
From signal to defensible decision.
Measure the audience
Reach, VAC and average frequency per panel, computed from anonymised movement and scaled to the census population.
Plan against measured sites
Search South African inventory and rank it on measured reach and context, month by month.
Prove the campaign ran
FOONA, our field network, captures dated and located evidence that the panel is there and posted, even when you're not the media owner.
Report and optimise
Report audience and delivery separately against plan, and feed both back into the next buy.
Core capabilities
What you get.
Audience measurement
Reach, VAC and average frequency from movement, with genuine informal-market and transit coverage.
Campaign planning & site selection
Rank inventory on measured reach and context to build a defensible plan.
Proof of flight & posting
Field-verified, dated and located evidence that a campaign physically ran as sold.
Independent measurement
Operated independently of any media owner, with a published method open to audit.
Why timbuk2
Nothing is installed on the panel, so any site with a known position can be measured: transit, township and place-based inventory included. Audience and delivery are reported separately, never blended into one number, and the method is published for buyers, sellers and auditors to check.
Who it's for
For media owners, agencies & advertisers
From independent media owners who need a buyer-ready story for their sites, to agencies and advertisers who need to plan and defend outdoor spend.
Outcomes
What changes for you.
- A buyer-ready campaign story in minutes, not weeks
- Spend defended with evidence, not gut feel
- Post-campaign reports without the manual scramble
Before you start.
What the evidence can tell you, what it cannot, and how to scope the work.
How does Timbuk2 measure billboard audiences?
Pikaboo, Timbuk2's out-of-home measurement product, reports reach, visibility-adjusted contacts (VAC) and average frequency. Audience estimates are computed from anonymised movement data. Field visits verify the panel and posting; a photograph alone does not measure the audience.
Is audience measurement the same as proof of posting?
No. Audience measurement estimates exposure to a panel. Proof of posting is dated, located evidence that a panel or campaign was physically present. Keep the two separate when planning and reporting a campaign.
Is Pikaboo an accredited measurement currency?
No. Pikaboo publishes its method and limitations, but does not claim accreditation or certification. Read the current methodology and validation status on the Pikaboo website before using the measures in a buying decision.
See it against your own market.
Tell us the geography, question and decision that matter to you. We'll confirm the scope and what evidence would answer it.
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