GeoPath Upends the World of Out of Home Measurement

In a world where we are more and more likely to use our mobile phones for a range of activities, the data collected from these devices are proving to be very helpful to advertisers, behaviorists and marketers. Kym Frank, President of the OOH trade organization, GeoPath, has just released a new measurement platform that promises to upend the way we measure OOH.

According to Frank, OOH ads cannot be blocked or skipped and is not subject to ad fraud. These ads are often located close to the point of sale when purchasing decisions are being made.  GeoPath will now add more granular data sets, such as location data and speed data from in-dash navigation systems and connected cars.  It will also have audience segmentations for purchase behavior, psychographics and other channel usage.

Over the next three years, Frank believes that “we will see more focus on the integration of incremental data sets – specifically first party data – to provide custom, proprietary solutions to advertisers.” She also expects to see greater, “integration of OOH measurement within the existing measurement ecosystems and planning/buying solutions of other channels, as well as greater integration of OOH data into attribution platforms to ensure recognition of these dollars in driving outcomes.”

She notes that, “As our measurement platform becomes the currency for OOH, we fully expect to see not only a strong continued growth for OOH ad dollars in local markets, but continued infusion of spend from national brands who are now able to use our audience segments to buy in these markets – just as they would on a national level.  And that is going to increase the value of OOH inventory for sellers, and enable buyers to define ad effectiveness and efficiency like never before.” Let the revolution begin.

This article first appeared in Cynopsis.