OOH Advertising Trade Association, Geopath, Launches New Methodology

Geopath Insights solution provides buyers, sellers and agencies with more granular metrics, advanced audience targeting, and new measured formats

Geopath, the not-for-profit organization that provides the industry-standard currency for out-of-home (OOH) advertising, announced that its Insights platform has been approved and launched as the industry currency for OOH measurement.

The approval was made by a vote of the Geopath Board of Directors at the board meeting in May of 2019.  Geopath is governed by a tripartite board of directors representing the entire OOH ecosystem, including advertisers, media agencies, and out-of-home media.

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Geopath Insights was launched in beta in 2018 and developed in conjunction with the OOH industry around an “audience-first” approach. The methodology provides more than 8,000 unique audience profiles, with additional segments being added on a regular basis.

Geopath aggregates anonymous data from hundreds of millions of mobile devices, connected cars and GPS sources allowing for precise analysis across the millions of OOH assets audited and measured by the organization. These enhanced data allow buyers and sellers to analyze and target OOH audience on the basis of holistic, transparent, independent metrics.

“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,” says Kym Frank, President of Geopath. “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.”

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“At the ANA, we champion innovative, responsible, and transparent use of data to drive deeper consumer engagement,” says ANA CEO and Geopath Board Member, Bob Liodice.  “We congratulate the OOH industry for providing more accountable, precise, third-party audience metrics to their brand partners.”

To assist the industry with implementation of Geopath Insights as the industry’s currency, the organization launched a comprehensive Learning Lab where members can receive training and certification on all of Geopath’s offerings.  Additionally, Geopath worked collaboratively with its Futures Council, comprised of emerging thought leaders from the OOH industry, to develop a set of Best Practices, Standards, and Protocols for planning, buying, and selling OOH with the new currency. The guidelines are available for download at Geopath.org.

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