14 August 2018
MEDIA MATTERS
some estimates ranging from 800 to 1,200 different
operators across the country. This, in addition to
hundreds of agencies, both large and small scattered
across the US.As evidence of how important we view this need to be,
our team, though small in number, spends a lot of time
on the road, visiting members in their markets. Since
we began development of the Geopath Insights Suite
we’ve had approximately 500 meetings in more than 70
cities with nearly 4,000 people. We also use as many
touchpoints as possible to get the word out, webinars,
regional training sessions, one-on-one tutorials, and an
online educational series.But ultimately, the strongest selling point is the
need for an effective, granular industry standard
for measurement and reliable third party approach.
Our Geopath Insights Suite not only offers the most
technologically advanced and accurate way to measure,
but really a cohesive methodology for the industry to
rally around. All this coming together is critical to our
future growth.With more tech-adoption, do you see OOH business
gaining a competitive edge over other media in
attracting ad dollars?Certainly as better and more reliable measurement
is adopted, advertisers will be more motivated to
spend in OOH and sellers will be better able to identify
opportunities. That is the primary benefit here from
greater tech adoption.The other significant aspect is that it is enabling
what some of the true advantages of OOH are in
relation to other advertising categories to be defined“OOH advertising doesn’t suffer
from bots, fraud, fragmentation,
and it can’t be blocked like
other channels”
and quantified. The reality is, OOH is one of the best
measured channels available to advertisers. From cell
tower triangulation to WiFi, GPS to beacons, not to
mention the availability of anonymous sensors – the
availability of data has skyrocketed. OOH advertising
doesn’t suffer from bots, fraud, fragmentation, and
it can’t be blocked like other channels. DigitiSation
has been a struggle for other ‘traditional’ advertising
platforms, but the OOH industry thrives on it. l