Outdoor ASIA - July 2018

12 August 2018

MEDIA MATTERS

‘Robust measurement metrics

most vital to OOH business’

Kym Frank, President of Geopath, a not-for-profit, tripartite organisation (equally

representing the buy and sell side of the OOH industry in the US) that powers a

smarter OOH marketplace through state-of-the art audience location measurement,

insights and market research innovation, talks about how technology is transforming

the OOH business in ways never seen before. Kym shares her insights on the subject

in an e-interview to Rajiv Raghunath. Edited excerpts:

Geopath works toward creating a smarter OOH

marketplace. What are the most recent steps that

Geopath has taken to get closer to this goal?

Certainly the most significant steps are our new

measurement initiatives, which we will describe in

a moment, but there are many other programmes

underway helping to advance the industry. One of

the most important is our “geekOUT” helpdesk, which

provides ad hoc research services to our member

organisations. To a great extent, the “smartness” of

our industry is driven by the advancement of each of

our individual members. Geopath acts as a research

assistant to the many who lack a dedicated research

team in-house.

There is a great opportunity for our member companies

to understand how to tell better stories about the

consumers in their markets based upon the data

and insights that are now available. It is through this

process that we can help the OOH market truly advance

in the overall advertising mix. That is what we want to

focus upon empowering our members to do.

Tell us about the new measurement solution that

you have launched this year and how that will help

OOH advertisers in assessing the real impact of their

campaigns on the target audiences?

Recognising marketers’ growing focus on measurement,

the OOH industry in the US recently made an investment

in Geopath, updating its methodologies to include data

from connected cars and millions of unique mobile

devices across the country.

The new solution is housed in a sophisticated platform

that we call the Geopath Insights Suite. This allows us

to provide more granular measurement to the industry,

including information about who audiences are, what

they buy and what other types of media they consume