Geopath releases new data for OOH to boost audience reach
By Felicia Nwosu
Geopath, the global company that powers a smarter OOH marketplace through state-of-the-art audience location measurement, insights and market research innovation. has released new audience data aimed at boosting reach and frequency.
The company said the strategic move was to effectively recalibrate the way advertisers and agencies value out-of-home media in the U.S., especially its reach and frequency. It began releasing new data adding hundreds of thousands of transit media inventory not previously accounted for.
“The new data covers full years, which represent Sept. 21, 2021 to Aug. 31, 2022, and update its reach and frequency model to include transit media, including stations and “scheduled fleet media,” Geopath said in a statement.
Commending the initiative, industry stakeholders unanimously agreed that the newly released data is vital to update the way the ad industry values the OOH medium, especially the ability to comprehensively account for the reach and frequency of out-of-home advertising campaigns.
Commenting, Dylan Mabin, Geopath President, said the new data will be available for a “four to five week adoption” period to give users an opportunity to assess it and ask questions. It would be the U.S. out-of-home industry’s new standards, replacing older studies conducted in past years.
“The inclusion of transit media adds hundreds of thousands of pieces of out-of-home inventory to the mix. It is going to take a while to ingest. Aside from the increased supply of inventory, the biggest change related to the new data is its impact on Geopath’s “reach models, which are much more narrowly plotted versus a much wider scatter shot,” he added.
Glynnis Reilly, Horizon Media Vice President, noted that from a buyer’s side, reach and frequency is obviously one of the key benchmarks that they are constantly looking at throughout the entire planning process.
“We’re looking at it to help set budgets. We look at it to tell stories to clients. Geopath’s new reach and frequency model will enable marketers to understand the audience weight of their campaigns in a given local market,” he said.
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