Adrian J Cotterill, Editor-in-Chief
Geopath, the not-for-profit organization that provides the industry-standard audience metrics for out-of-home advertising, has finally integrated place-based media into its Impression Variation Dashboard, a component of the Geopath Insights Suite.
The addition of this inventory, not surprisingly Geopath’s fastest-growing OOH inventory type, will enable buyers and sellers to analyze how the forecast for their placed-based media is performing compared to observed data. Geopath’s audited place-based OOH inventory currently includes: airports, retail stores, shopping malls, health clubs, offices, bars, restaurants and more.
Dylan Mabin, EVP of Operations and Acting President of Geopath told us “With enhancements such as these, it is our goal to improve not only the accuracy of our forecasts but expand upon the audited inventory formats we measure at Geopath by actively working to ensure our database and the capabilities of our reporting dashboards represent the entire OOH marketplace”.
Geopath will also add transit inventory, which includes train and subway stations, bus-side advertising and other formats to its suite of data products. In addition to these formats, Geopath will also roll out enhancements to their reach and frequency model. Both updates are expected later this quarter.
You can find more information about Geopath’s Impression Variation Dashboard and Insights Suite here.
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