‘OOH metrics should be comparable to what other channels are using’
By M4G Bureau - September 08, 2017
Kym Frank, CEO, Geopath, explains that the new Geopath methodology is derived from several types of mobile data, GPS data, and data from connected cars. The organization has moved well beyond average annual weekly measurement, and instead is delivering hourly data throughout the year. Edited excerpts of the interview:
Under your leadership Geopath has developed an all new platform to provide audience location measurement to the OOH industry. How is the Geopath platform different from the erstwhile Traffic Audit Bureau (TAB)?
The TAB Ratings System was developed with a foundation of traffic counts and utilised survey data and speed data to provide predictive average annual weekly metrics for every one of the more than 1 million faces we measure. The legacy system also provided standard demographic data such as age, gender, and income.
The new Geopath methodology is derived from several types of mobile data, GPS data, and data from connected cars. We are moving far beyond average annual weekly measurement, and instead are delivering hourly data throughout the year. We are also layering on thousands of different types of audience segments, such as, behavioural data, purchase data, and consumption of other media types. Additionally, we will be providing both predictive and historical metrics.
Both the legacy TAB system and the new Geopath model utilise eye tracking methodology to allow us to provide “Likelihood to See” impressions.
As more and more dollars flow into digital and mobile advertising, our members feel that it is vital that we have metrics that are comparable to what are being used in other channels. The new system will empower us to compete for additional ad spend.
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