Geopath Debuts OOH Profiling / Targeting Suite

New York-based industry body Geopath has launched an enhanced ratings and audience location measurement platform, allowing the Out of Home (OOH) industry to profile and target desired audiences and engage them across any OOH format.

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. The new Geopath Insights Suite was developed in collaboration with its members and incorporates audience location data and market research - it then applies demographic information, consumer behavior and purchase data to population movement models across the entire country.

The suite uses aggregated, anonymous data from hundreds of millions of mobile devices, connected cars and GPS sources to enable targeting across thousands of audience segments. This data can be integrated into planning and buying programs to generate detailed insights on a national and hyper-local level and granular reporting by time, day of week and season. The service is map-based and can be used on a PC or mobile device.

President Kym Frank (pictured) says the new Suite allows brand marketers to engage consumers at multiple points and tell a better story while reaching their marketing goals more effectively. She comments: 'The ability to map out populations and easily gain access to the inventory that reaches those targets enables media buyers and planners to target and plan with greater precision and impact. Additionally, OOH media owners can more accurately gauge the performance and value of their inventory and understand their ability to reach and impact audiences, including in remote or less populous locations, and price accordingly'.

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.