Geopath to Provide OOH Measure for Place-Based Ads

New York-based Geopath, formerly known as the Traffic Audit Bureau for Media Measurement, has launched a pilot program to provide out-of-home (OOH) measurement for those involved in 'place-based' advertising.

Geopath is a non-profit organization acting as an independent auditor for OOH media in the US. Its system measures audiences who actually see advertising, creating ratings for transit media and digital billboards. Over the next six months it will work in partnership with its member companies and geolocation data solutions provider Intermx, to deliver the new tool by the end of the year. Participants in the pilot will help determine the initial locations around the country that will be included for analysis, and each pilot member will ultimately be given access to a web-based insights platform with detailed venue, screen, impression and audience demographic data for each location.

President Kym Frank (pictured) comments: 'In recent years, the OOH industry has made tremendous progress in developing and establishing roadside and transit audience measurement. The time has come for us to extend that measurement capability to the place-based inventories that comprise the broader OOH marketplace. As a result of this pilot, the OOH community will be able to provide to brand marketers and their agencies an even clearer and truer understanding of the value received for their OOH investments'.

Web site: www.geopath.org .