Geopath President Mabin to Depart

In the US, Dylan Mabin is leaving out of home (OOH) audience measurement body Geopath, after sixteen years with the organisation and three as its President. He will stay until a replacement has been recruited and onboarded.

In a statement, Geopath Chair Michael Lieberman said Mabin had 'decided to embark on the next chapter of his career' - further details of his next move are not known to DRNO at this point.

Geopath was formerly known as the Traffic Audit Bureau for Media Measurement, and offers a system for measuring which audiences actually see advertising, to create ratings for transit media and digital billboards. Mabin took the leadership role on an interim basis after previous incumbent Kym Frank resigned to join data platform provider Intermx - and (Mabin) was confirmed in the role on a permanent basis a year later. Earlier he had worked as Geopath's SVP, Insights & Innovation and then its EVP of Operations.

Lieberman in his statement said Mabin's 'profound impact on Geopath and the Out of Home industry's measurement advancements cannot be overstated... he spearheaded numerous initiatives aimed at enhancing inventory auditing precision and refining methods to quantify out-of-home audiences. His leadership led to innovative approaches, including the utilization of wearable eye tracking technology to measure both classic and digital inventory, as well as integrating vehicular speed to accurately reflect audience dwell time. Additionally, he oversaw the transition to advanced audience demographics and segmentation, while championing the development of improved reach and frequency metrics laying the groundwork for seamless integration of out-of-home media into cross-media strategic planning tools'.

Geopath's membership has expanded into transit and place-based media, now encompassing more than 1.6 million out-of-home media assets, up from 350,000 assets in 2008.

The statement concludes: 'The Board and the entire organization express their heartfelt gratitude to Dylan for his instrumental role in preparing Geopath for its next phase of development'.

Mabin himself says: 'I am proud of how far we have come as an organization and as an industry, but there is still so much opportunity for OOH to be more valued in the media mix. What Geopath has accomplished and will continue to accomplish will play a vital role in helping to realize that potential as the capabilities of this organization continue to advance'.

Web site: www.geopath.org .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.