Welcome to ...

geopath - audience and location measurement

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.

OOH UNITED

OOH UNITED IS COMMITTED TO ADVANCING A CULTURE OF INCLUSION THROUGHOUT THE OOH INDUSTRY BECAUSE DIVERSITY, EQUITY, AND INCLUSION (DEI) IS CORE TO INDUSTRY GROWTH.

OOH UNITED pillars create an inclusive foundation for the out-of-home community. Each letter of the word UNITED represents a pillar used to build a strong, sound, safe, and harmonious plan for inclusion.

Understand: Only by understanding how each individual contributes to a stronger OOH industry, is it possible for a culture of DEI to thrive.

Nurture: Nurturing promotes the professional development of future leaders within the OOH industry.

Involve: Involving individuals across the OOH industry improves overall understanding of DEI and encourages personal commitment and actions that are more inclusive.

Transform: Transformation is the resulting outcome when individuals commit to DEI actions.

Engage: Engagement through internal and external communications ensures the ongoing exchange of ideas and encourages collaboration.

Develop: Development is accomplished through ongoing training, recruitment, and education.

 

Would you like to get involved and/or learn more about this initiative? Click here to contact Geopath.

 

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 as a touchstone for planning, buying, and selling OOH as the industry begins to adopt Geopath’s new insights and measurement.

 

Download Full Document

 

You can also download individual sections:

Section 1: The Evolution of Geopath Insights

Section 2: Developing the RFP

Section 3: Responding to the RFP

Section 4: Plan Execution & Post-Campaign Analysis

Section 5: Frequently Asked Questions (FAQs)

Section 6: Acknowledgements

 

 

Click below to take a closer look at the next step in audience location measurement.

 

Geopath plans and conducts educational seminars and workshops in the field of out-of-home media auditing, market, advertising, consumer research, and consulting.

The Geopath Insights Suite is powered by:

             

The Blog

Click here to go to our blog
Posted By

Geopath 2025 Planning Dataset | Schedule Update

As we prepare for the release of our 2025 Annual Planning Dataset, Geopath is excited to share several noteworthy advancements that reflect our ongoing commitment to providing the industry with the most accurate and reliable audience measurement available, including…

View Post
Posted By

2025 OOH Media Conference Geopath Speech

A full transcript from Interim President Rob Peterson’s Speech at the 2025 Conference.

View Post
Posted By

Member Spotlight | Macerich

Macerich is the third largest shopping mall developer in the country, with nearly 40 shopping centers across the country’s major media markets.

View Post

Follow Us:

What We Do

chart

Provide Ratings for Out of Home Advertising

Geopath generates standard audience measurements for out of home media. Currently, we provide our members with demographic-specific impressions, rating points, and reach & frequency measures for over a million pieces of out of home inventory in our database. We also establish and supervise practices for the collection, recording, authentication, and verification of traffic and other data related to the measurement of audience location.

Power a Smarter OOH Marketplace

Geopath seeks to power a smarter out of home marketplace by advancing our industry’s entire approach to audience metrics and insights. By processing and incorporating many industry-changing data sources such as connected cars, weather data, population growth factors, and the locations & trips of hundreds of millions of anonymous mobile devices, our systems will be able to do things like respond to seasonal, daily, & hourly variation, provide post-campaign delivery information, and much more. Stay tuned for the latest developments in audience location measurement!

chart
chart

Train and Educate

Geopath fully supports the implementation of all provided audience metrics through training, communication, interfacing with application providers, and other activities that ensure the successful use of the audience measurement system. Our organization is also proud to perform other acts and services to further the interests of advertisers, advertising agencies, out of home organizations, and all others interested in information about the out of home media industry.

Out of Home By The Numbers

Some insights about the OOH audience.

Out of home advertising provides access to a powerful and growing audience. Take a look at some insights from our system and research partners.

Out of Home Is BIG

Every week, the out of home units we measure across the entire U.S. have the ability to deliver 101,465,994,516 impressions.

Peak Hours

Nearly a quarter of out of home advertising’s daily audience occurs during its three peak hours between 4pm and 7pm.

Daily Trips in America

Americans take 1.1 billion trips a day – four for every person in the United States.

OOH Space

It would take over 2.2 billion smart phones to cover all the OOH space measured by Geopath.

OOH - While They're Buying

45% of daily trips are taken for shopping and errands.

Miles Traveled

U.S. daily travel averages 11 billion miles a day – almost 40 miles per person per day.