Stingray Advertising in tie-up with Geopath to launch place-based AOOH measurement in US
By M4G Bureau - August 01, 2022
Geopath will utilise state-of-the-art data, technology, and media research methodologies – alongside a holistic integrated approach – to provide powerful tools that give advertisers the ability to quantify this new retail media format as part of their media mix.
Stingray, a leading music, media, and technology company, has announced a partnership with Geopath, the not-for-profit organisation that provides the industry-standard audience metrics for out-of-home (OOH) advertising, to measure retail-based digital audio out-of-home (AOOH) advertising impressions in the United States. Geopath will utilise state-of-the-art data, technology, and media research methodologies – alongside a holistic integrated approach – to provide powerful tools that give advertisers the ability to quantify this new retail media format as part of their media mix.
Stingray Advertising’s retail-based digital audio advertising network enables brands to connect with highly qualified consumers during their in-store shopping journey and remain top of mind throughout. This is achieved with contextually relevant audio messages that are digitally ad-served (directly or programmatically). This category is applicable in many retail sectors but is currently expanding, particularly rapidly in grocery and convenience stores, where brands can have an immediate impact on consumers’ decisions. Stingray’s existing network includes leading retailers like Ahold, Albertsons, Brookshires, CVS, Jean Coutu, Metro, Rite Aid, Safeway, Southeastern Grocers, Tops Markets, Walmart Canada, and Weis Market, with coverage across Canada and every DMA in the US.
“Location-based AOOH cuts through the cacophony of in-store messages, giving the advertiser an undiluted share of the space and access to an unrivalled composition of principal shoppers while they shop,” said Ryan Fuss, Senior Vice President of Stingray Advertising. “Brands can share their voice and tailor ads to precise location proximities, conquesting strategies, and consumer journeys, all through the power of retail-based digital audio advertising. We are pleased to partner with Geopath to offer credible, verified third-party audience measurement for brands looking to connect and remain top-of-mind with highly qualified consumers when and where it matters most.”
“Geopath have been great partners in helping expand industry standard AOOH measurement into the US market. Their ability to use and combine both mobile data and first-party transactional data gives Stingray the ability to deploy quickly and ensure accurate measurement across our inventory,” said Philippe Côté, Vice President of Technologies of Stingray. “For the first time, advertisers will be able to access Geopath-measured audio inventory directly at the point of purchase while benefiting from Stingray’s industry-leading audio ad verification technologies. This is a game changer.”
“We are thrilled to have Stingray join Geopath and together provide the industry with another valuable measured format of OOH media,” said Dylan Mabin, President of Geopath. “Measuring a new form of media, such as AOOH, is one of many accomplishments along Geopath’s strategic vision to bring together all segments of the OOH industry and work together to build a strong and diverse OOH media ecosystem of the future.”
Stingray Advertising is the largest in-store audio advertising network in North America, reaching 140 million shoppers each week in over 20,000 grocery retailers, superstores, discount stores and pharmacies.