Adrian J Cotterill, Editor-in-Chief
Geopath, the not-for-profit organization that provides industry-standard audience metrics for out-of-home advertising, has released its 2023 Annual Forecast, on which its members can now transact.
The new forecast contains updated audience impression data for all audited inventory and, for the first time in the current generation of measurement, transit station and scheduled fleet media. Additionally, unifying all OOH media formats is Geopath’s new reach and frequency model that is empirically derived from observed mobile location data.
Dylan Mabin, President of Geopath told us “With the launch of our new forecast, we’re continuing to enhance the quality and precision of OOH audience data that our members rely upon to transact confidently,” said “Geopath now provides up to date media measurement for over one million OOH assets. This ‘single source of truth’ enables our members to provide a comprehensive view of the audience delivery and reach across all OOH. This is a huge step forward as we work collectively as an industry to enhance the value of OOH for our clients.”
The launch marks the continuation of Geopath’s commitment to deliver trusted audience insights to the OOH industry through comprehensive cataloging, auditing, and audience measurement of all OOH media formats.
Geopath members have been familiarizing themselves with the new datasets since early January when the forecast was made available for preview. Members will have until April 3rd to integrate the new data into their proprietary platforms and systems, at which point the 2023 forecast becomes Geopath’s official transactional dataset for the OOH industry.
For more information and resource materials about Geopath’s 2023 Annual Forecast click here.
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