OOh Industry’s Audience Location Platform Will Now Include Coverage of Place-Based Locations Such as Bars, Stadiums, Airports, Gas Stations, Retail Environments, and Cinemas

Geopath, the not-for-profit organization that provides audience location measurement to the Out of Home (OOH) industry, announced that it has added measurement of place-based advertising to its Insights Suite. This addition makes it possible for buyers and sellers, for the first time, to have a more comprehensive view of the total OOH advertising ecosystem.

The new measurement capability will provide impressions, reach and frequency, across thousands of audience segments for place-based advertising, including signage in gyms, bars, amusement parks, stadiums, malls, airports, gas stations, retail environments, cinemas, grocery stores and many other venues.

Place-based audience measurement will be integrated into Geopath’s Insights Suite, which was launched in beta in 2018 and developed in conjunction with the OOH industry around an “audience-first” approach. The platform was the first to provide buyers, sellers and agencies with granular audience segments for roadside and transit ad measurement.

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The Insights Suite has more than 8,000 unique audience profiles currently available, with additional segments being added on a regular basis.

“From the onset of its development, the goal of the Insights Suite was to deliver to the OOH industry a trusted, universal currency for all the inventory that comprises the broader marketplace,” says Kym Frank, president of Geopath.  “I would like to thank all of our place- based pilot participants for helping to make this a reality.”

“The inclusion of place-based and digital place-based media in Geopath’s standardized currency will make trading across the medium easier and more reliable,” says Jeff Gunderman, CEO and President of Eye Corp Media and a Geopath Board Member. “This is a huge step in making the safe and trusted out of home advertising ecosystem competitive with digital online and mobile media.”

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Out of home media is an increasingly important channel in the media mix as evidenced by the consistent year-over-year growth. It is not encumbered by viewability or bot issues, negative brand association problems or the data privacy issues associated with Facebook and similar platforms.  Geopath gives a trusted and impactful medium a universal currency by which to trade, making it easier to plan, buy and sell!

“Geopath’s inclusion of place based formats is crucial for our medium,” added Mike Cooper, Global President and CEO of Rapport. “A comprehensive, universal measurement system empowers us to understand the true impact of our out-of-home campaigns across formats and providers.”

The launch of place-based measurement follows a pilot conducted by Geopath and its partner, Intermx, in cooperation with more than 30 placed-based media networks representing varied segments of the OOH industry. The trial evaluated 500 locations, which were then analyzed for venue, screen impression and audience demographic data.

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