OOH planning has always anchored on the annual average. Geopath publishes it. Planners use it. Proposals are built on it. What happens after the campaign runs has been harder to measure with the same rigor.
Set Dynamics is built for that.
Introducing Viewcast™ Set Dynamics
Viewcast Set Dynamics is Motionworks' observed campaign delivery measurement. Operators and agencies can view planned and as-delivered impressions side by side, on the same screen, for the same spots, across the same flight window.
Geopath provides the planning estimate: the annual average that anchors a proposal. Set Dynamics provides the observed delivery: the OTS and LTS impressions Motionworks measured for that market, in that weather, during that event, for that flight window.
How it works
Set Dynamics is built on Motionworks' synthetic population model, a privacy-compliant digital twin of US population movement, calibrated against real-world mobility observations going back to 2019.
When a campaign is loaded, the system pulls the viewshed geometry for each face, applies the population flow data for the flight window, and calculates OTS and LTS at the spot level using the same methodology that underlies Viewcast Profiles. Delivery figures incorporate adjustments for weather, event uplift, and seasonal variance, so a hurricane week registers as a hurricane week rather than a data anomaly. When observed delivery diverges from the Geopath planning estimate, the context is built into the visualization.
For detail on the sensor stack, confidence intervals, and how Motionworks-measured values relate to Geopath planning figures, see the Set Dynamics documentation. That's the right starting point for any measurement team evaluating this in depth.
What it shows
For any campaign, set of spots, flight window, or audience, Set Dynamics renders:
Campaign pacing. Day-by-day cumulative delivery. Planned LTS versus as-delivered OTS and LTS, with the variance real-world conditions produce.
Reach and frequency. Market reach at one exposure, two, three, four. Where saturation begins and where it plateaus. The same reach curve logic standard in digital, applied to OOH.
Seasonal context. February in New Orleans is not February in Seattle. Mardi Gras moves more than a hundred thousand additional people through inventory in the affected market. Set Dynamics surfaces that variance month by month, year over year, going back to 2019.
Spot-level drill-down. Hourly and day-of-week patterns, viewshed geometry, and pre- versus post-pandemic circulation for any individual face.
Why this matters
Digital media has always had forecast versus delivered. CTV and programmatic buyers expect it. OOH has historically operated without an equivalent.
Agencies are asking harder questions. Advertisers want proof of delivery. Operators know seasonal markets command premium rates, but that case has rested on intuition rather than data. Set Dynamics provides the underlying numbers, with seasonal and event context built in.
Set Dynamics does not replace the Geopath planning standard. It complements it. Geopath provides the annual average. Set Dynamics provides the seasonal variance, event uplift, and month-by-month delivery context inside that average.
Who this is for
Operators who need to defend seasonal rate premiums with data and want observed delivery context in every under- or over-performance conversation.
Agencies who plan on Geopath and want to confirm delivery with observed data for post-buy reporting and renewal conversations. Planning workflow does not change. Wrap reports and next-buy conversations do.
Brands whose measurement teams benchmark OOH against CTV and programmatic. Set Dynamics is observed delivery measurement, the input metric that feeds downstream attribution and MMM workflows.
Research teams who want the full delivery picture, campaign pacing, spot-level history, and reach and frequency, to answer the question before it gets asked.
What's next
Set Dynamics is in beta with a select group of operator and agency partners, running real campaigns and real spot configurations, with iteration informed directly by partner feedback.
API access for platform and programmatic partners is on the 2026 roadmap. If you integrate measurement into a DSP, SSP, or reporting layer, we want to talk.
If you have a campaign from late 2024 or 2025 you would like to run through the system, request beta access at app2.mworks.com.