Effective Exposure & Attention-Value Study

ItsMyScreen currently measures screens by gross reach — how many people pass by — with no way to estimate how much of that reach is actually effective (dwell time, viewing angle, visual clutter). This project builds a researched methodology to convert gross reach into an “effective impressions” estimate, forming the analytical backbone of a future exposure-calculator feature.

• Build a scoring framework estimating dwell time by location type (traffic signal, highway, mall entrance, metro station)
• Convert these into an “effective impressions” estimate per screen
• Ground the framework in existing research, industry benchmarks, and comparable ad-tech/OOH measurement models
• Document the methodology clearly enough to become a real product feature
• Present the framework and findings to the ItsMyScreen team

An Effective Exposure & Attention-Value Framework — a documented scoring methodology plus sample “effective impressions” calculations run on real ItsMyScreen screens.

MBA students (1st or 2nd year), any specialization. No prior market research or DOOH experience required. Comfortable with independent research and structured judgment calls from indirect data.

Full brief upfront + periodic check-ins with the ItsMyScreen team