Geopath launches enhanced ratings & audience location measurement platform

Geopath, the not-for-profit organisation responsible for providing audience location measurement to the US OOH industry, has announced the launch of the Geopath Insights Suite, a new and enhanced ratings and audience location measurement platform that will enable the OOH industry to more precisely profile and target desired audiences and engage those audiences across any OOH format.

The Geopath Insights Suite incorporates state-of-the-art audience location data, insights and market research. It applies demographic information, consumer behaviour and purchase data to population movement models across the entire country to dramatically improve the industry’s ability to plan, measure and derive value from OOH campaigns across all of the inventory owned by Geopath’s 250 member companies.

“The launch of the Insights Suite marks an exciting new era for the OOH industry,” said Kym Frank, President of Geopath in a release. “Geopath has built the most comprehensive population movement simulation ever on behalf of our members. Brand marketers, agency buyers, planners and media owners will now have greater insight into audience movement, enabling more effective OOH campaign planning and execution.”

The Geopath Insights Suite leverages aggregated, anonymous data from hundreds of millions of mobile devices, connected cars and GPS sources to enable targeting across thousands of audience segments, comparable with online measurement and surpassing traditional media channels. The data can be seamlessly integrated into planning and buying programmes to generate detailed insights on a national and hyper-local level and granular reporting by time, day of week and season. The new software suite is map-based, user-friendly and can be utilised on a PC or mobile device. 

“With a greater understanding of the target audience, the Geopath Insights Suite allows brand marketers to engage consumers at multiple points and tell a better story while reaching their marketing goals more effectively,” Frank continued. “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.”