Geopath Sets Up Advisory 'Futures Council'

In the US, out of home (OOH) audience measurement body Geopath has established a Futures Council, to help prepare for changes in the evolving OOH advertising marketplace.

Geopath, which was formerly known as the Traffic Audit Bureau for Media Measurement, offers a system for measuring audiences who actually see advertising, and creates ratings for transit media and digital billboards. Last year, the organization launched an enhanced ratings and audience location measurement platform, to enable the OOH industry to profile and target desired audiences and engage them across any OOH format.

Its new Futures Council is comprised of thought leaders from the OOH industry who have been selected by Geopath's Board of Directors. Members will act as ambassadors for Geopath, advocating for enhanced measurement and for the OOH industry in general, while helping the organization navigate the changing advertising landscape. They will also act as liaisons between the Geopath Board of Directors and those using Geopath data in their own organizations.

Kym Frank (pictured), President of Geopath, comments: 'The OOH industry is experiencing a rate of change, due to the availability of advanced audience measurement and increasing digital inventory, unlike any period in its history. It's a change paralleling what is occurring across the broader advertising ecosystem and we wanted to tap into some of the truly exceptional rising stars from the marketer, supplier and agency side of our industry to help advise and guide Geopath as we move forward in support of our members.'

Web site: www.geopath.org .