Billboard-measuring Geopath enters the 21st century with new geolocation platform
Called Insights Suite, it updates the 75-year-old nonprofit organization’s previous methods that employed federal traffic data and surveys.
As those hulking static billboards have been replaced by bright and frequently changing digital signage, the out-of-home (OOH) market has seen a variety of vendors offer a range of platforms and techniques for measuring effectiveness.
This week, a 75-year-old nonprofit organization, Geopath, is releasing a new Insights Suite that is trying to bring more order to ad measurement in the great outdoors.
Founded in 1933 as the Traffic Audit Bureau for Media Measurement, the organization originally collected data by sending out people with clickers to count cars and passersby, by conducting surveys and by utilizing traffic data from the US Department of Transportation.