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Geopath will proceed to help define, and continuously refine, the place-based standards for systematic OOH/DOOH ad unit audience forecasting and delivery (collaborating with the MRC) today and over the next 12-18 monthsMedia Rating Council).
Geopath aspires to pursue campaign delivery reporting (to complement the existing forecasting measurements, leveraging 1st party and 3rd party data, and create temporal consistency regarding planning-to-campaign measures) as part of this effort. The scope of this verification effort is not currently envisioned to include specific campaign-specific delivery data; it focuses on measuring the ad units published in place-based venues where advertisers are demanding ‘as delivered’ impression estimates, given similar data has been received through other measurement companies.
In the near term (over the next 6-12 months,), Geopath’s constituents expect that the reach/frequency and audience impression calculations generated for OOH signage should be extended to support various fixed-duration ad rotation configurations, including audience targeting by frequently-used audience segments (with user-configurable base audiences), then proceeding to address audience forecasts for signage with dynamic/complex DOOH ad rotation logic over the long term.
Geopath’s constituents expect that a universal identifier for OOH/DOOH inventory (a Geopath spot ID) will be adopted by OOH/DOOH ad exchanges (PlaceExchange, Hivestack, Vistar, etc.) for use in assigning and reconciling inventory across the OOH/DOOH landscape, for both Geopath-audited and unaudited inventory, for use in campaign packages.
Geopath will focus on applying both likely-to-see (LTS) impressions and opportunity-to-see (OTS) impressions (a.k.a. ‘viewable impressions’) as the first stage of this exercise, expecting that reach and frequency (while important) will be a secondary objective in the intermediate-term (12-24 months).
Geopath will not focus on forecasting nor measuring recall, favorability, or affinity regarding any ad unit measured (as these capabilities relate to the performance of the ad campaign); instead, Geopath will focus on measuring the audience exposure to specific ad units.
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