The Geopath brand is a powerful symbol of innovation and change. We are more than a billboard ratings bureau. We are an agile, integrated, passionate, forward-looking organization. We are the OOH industry standard that is powering a smarter OOH marketplace through state-of-the-art audience location measurement, insights and market research innovation.
NEW GEOPATH DATA SOLUTIONS
In response to the anomalous traffic patterns impacting the country, Geopath has released two new data solutions:
Impression Variation Dashboard & Reports [Now Available in the Geopath Insights Suite!]
Geopath worked diligently with our platform partner Intermx and our Insights Committee to develop these Impression Variation Dashboard and Reports. The metrics that were released for use in 2020 planning and buying were forecasted based on historical population movement under normal circumstances. They did not account for the sudden anomalous traffic patterns resulting from the COVID-19 crisis across the United States.
As a result of the COVID-19 crisis, the predicted impressions may no longer be indicative of the audience delivery of the out-of-home assets that Geopath measures. Amid the COVID-19 crisis, Geopath governance agreed that the organization should release impression adjustment factors across roadside media formats at the CBSA level to contextualize the potential impact on OOH delivery.
Please note that these metrics are not provided at the individual unit level.
They are an average by format type by CBSA and should only be used to provide directional guidance.
For more information, please check out some of our educational materials below:
To view a video tutorial on how to use the Impression Variation Dashboard, click here.
Travel Activity Dashboard [Available Now]
We have been monitoring population movement data coming in from our partners at Intermx daily and have developed a dashboard to illustrate Daily Miles Traveled by CBSA for 2020. The benchmark for comparison is the Average Daily Miles Traveled for all of 2019.
Please note these data are NOT intended to be used as a substitution for impression delivery as distance traveled is not a perfect predictor of traffic volume. The Real-Time Travel Activity Dashboard should be used to understand travel trends by market as impacted by regulations and restrictions as well as to monitor when activity begins to return to normal levels.
This dashboard will be updated daily until traffic pattern fluctuations due to the COVID-19 crisis return to normal.
For answers to Frequently Asked Questions, please click here.
For more information on these data and the methodology used, please click here.
To view a recent webinar on how to use the Activity Dashboard, click here.
DOWNLOAD THE GEOPATH INSIGHTS BEST PRACTICES, STANDARDS, AND PROTOCOLS DOCUMENT NOW!
As the OOH industry prepares for the launch of the new Geopath Insights, business as usual will no longer be business as usual. The Best Practices, Standards and Protocols document is a “living” document developed in partnership with Geopath’s Futures Council to serve a touchstone for planning, buying, and selling OOH as the industry begins to adopt Geopath’s new insights and measurement.
You can also download individual sections:
Click below to take a closer look at the next step in audience location measurement.
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