In the US, out of home (OOH) audience measurement body Geopath has announced that its 'Insights' platform has been approved and launched as the industry currency for OOH measurement.
Geopath, which was formerly known as the Traffic Audit Bureau for Media Measurement, offers a system for measuring those who actually see advertising, and creates ratings for transit media and digital billboards. The organization aggregates anonymous data from hundreds of millions of mobile devices, connected cars and GPS sources allowing for analysis across the millions of OOH assets it audits and measures.
The Geopath Insights platform was launched in beta in 2018 and developed in conjunction with the OOH industry around an 'audience-first' approach. It provides more than 8,000 unique audience profiles, with additional segments being added on a regular basis. To assist with implementation of the currency, the organization has launched a Learning Lab where members can receive training and certification on all its offerings. Geopath has also worked in collaboration with its Futures Council to develop a set of best practices, standards and protocols for planning, buying and selling OOH with the new currency.
Geopath President Kym Frank (pictured) comments: 'This is a defining moment for the out-of-home industry at a time when it is one of the fastest growing segments of advertising. I applaud the OOH industry for listening to the needs of the advertisers and making an investment in the state-of-the-art, accountable metrics needed to power a smarter marketplace'.
Web site: www.geopath.org .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.