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[High priority]: For place-based measurement, weekly audience measures must represent actual, as-delivered ad exposures within a particular location, so as to demonstrate what OOH exposures occurred during a specific time period
[High priority]: For place-based measurement, extended demography at the person-level (specifically, by age/gender/household income) must be reportable to be comparable with digital/mobile phone ads
[High priority]: For place-based measurement, weekly audience measurement of ‘as delivered’ exposure is the minimum viable basis for reporting (hourly, by day, would be ideal), because advertisers are seeking to quantify the number of people and number of ad exposures, per unit (as well as ‘per network’, and ‘per venue’)
[High priority]: For place-based measurement , extended demography at the person-level (specifically, by age/gender/income) must be reportable to be comparable with digital/mobile ad measurementof ad units, audience measurement must be reportable in the context of the total audience of a place or a subset of the audience within a place (e.g., reach % of people P18+ in the grocery section of Walmart; audience impressions for P18+ in the Tom’s Shoes who came from the shopping mall complex; et cetera)
[High priority]: For place-based measurement of ad units, audience measurement metrics must represent a subset of, and remain logically consistent when compared against, the foot traffic (pedestrian circulation) within the place or within a relevant subset of that place (e.g., food court of shopping mall)
[High priority]: For place-based measurement, the potential for ad exposures and the likely ad exposures must be reportable such that audience circulation metrics, opportunity-to-see metrics, and likelihood-to-see metrics can be compared by screen, by network (collections of screens), and by venue (place type), in order to provide a variety of success measures that can be used to sell an ad campaign
[High priority]: For place-based measurement, audience measures should include the reach and frequency (at the person-level) foraudiences who are likely to see an OOH ad within a specific place
[High priority]: For place-based measurement, OOH audience measures (both forecasted and actual/as-delivered) should be consumable as a “flat file” (i.e. comma-separated value or CSV file) for specific selections of audience home geographic market, within a particular venue (or network, or screen), within a specific time period
[High priority]: For place-based measurement, OOH audience measures should be compatible with OOH audience measures used for other classes of OOH media (e.g., roadside media such as billboards, scheduled fleet media such as bus exterior ads, etc)
[High priority]: For place-based measurement, forecasted OOH audience measures should be consumable via an application protocol interface (i.e. an API) and a graphical user interface (GUI) that are available to both potential OOH buyers (for the purpose of socializing the audience exposure potential of place-based OOH inventory in national and local media buys) and other OOH sellers (for the purpose of evaluating the competitive landscape for a particular media type)
[Medium priority]: For place-based measurement, audience measures should include the reach and frequency (at the household level) foraudiences who are likely to see an OOH ad within a specific place
[Medium priority]: For place-based measurement, the geographic homes of the audiences exposed to OOH ads (i.e. where the exposed audience lives) must be reportable by DMA and by County, so as to be compatible with local and national omni-channel ad campaigns that incorporate other forms of media
[Medium priority]: For place-based measurement, extended demography at the household-level (specifically, by age(s)-in-household/gender(s)-in-household/household income) should be reportable so as to be comparable with TV, OTT and CTV ad measurements
[Medium priority]: For place-based measurement, weekly audience measures should be available as future-oriented forecasts within a particular location so as to inform likely ad delivery outcomes for future ad campaigns
[Medium priority]: For place-based measurement, both forecasted and actual/as-delivered OOH audience measures should be consumable via an application protocol interface (i.e. an API) that is available to programmatic OOH platforms (e.g., Hivestack, Vistar, Place Exchange, etc) for the purpose of socializing the audience exposure potential of place-based OOH inventory in national and local media buys and tracking the OOH campaign’s progress against the stated objective as it is delivered over time
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Enable weekly and monthly aggregations of OOH/DOH media measures on a rolling basis, for both forecasted and ‘as delivered’ outcomes (as input data becomes available)
Enable Geopath members to view forecasts of ‘opportunity to see’ impressions and ‘audience impressions' as well as ‘population circulation’ estimates within specific venues and for specific ad units within those venues (aggregated by network, by place, and by geography)Enable Geopath members to view ‘as delivered’ estimates of ‘opportunity to see’ impressions and ‘audience impressions' as well as ‘population circulation’ estimates within specific venues and for specific ad units within those venues (aggregated by network, by place, and by geography)
Enable programmatic exchanges to view both ‘forecasted’ and ‘as delivered’ estimates of ‘opportunity to see’ impressions and ‘audience impressions' as well as ‘population circulation’ estimates within specific venues and for specific ad units within those venues (aggregated by network, by place, and by geography)
Enable Geopath members to access a comprehensive description of methodology
Enable Geopath members to access aggregate metrics from industry-leading data sources used in DOOH/OOH measurement
Enable Geopath Insights Suite users to view as delivered reach/impression estimates for OOH/DOOH media (based upon known trends/metrics that represent the ‘source of truth’ upon which the statistical model is based)
Enable OOH/DOOH operators to accelerate the creation of their ad campaign constructs (and proof-of-play constructs) within the Geopath database as well as its corresponding API and User Interface (the Geopath Insights Suite).
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