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Geopath will proceed to help define, and continuously refine, the moving media standards for permanent 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 ‘as-delivered’ audience 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 campaign delivery and campaign validation data; it focuses on measuring the permanent ad units displayed on moving media (both scheduled, such as for public transit systems, and unscheduled, such as taxi cabs and fleet vehicles) where advertisers are demanding ‘as delivered’ impression estimates, given similar data has been received through alternative vendors (e.g., StreetMetrics, Reveal Mobile, etc)
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 on moving media should be extended to support various fixed-duration ad rotation configurations, including audience targeting by frequently-used audience segments, then proceeding to address audience forecasts for signage with dynamic/complex DOOH ad rotation logic over the long term.
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 delivery of reach and frequency measurement (while important) will be a secondary objective in the intermediate-term (12-24 months).
Geopath will not focus on forecasting nor measuring the performance of the advertising campaign in terms of lift for recall, favorability, sales, or brand/product affinity regarding any ad unit measured; instead, Geopath will focus on measuring the audience exposure to specific ad units within a defined time period in a defined market for a defined person-level audience (which can be utilized by alternative vendors or third parties seeking to quantify lift or conversion metrics).
Geopath will seek to capture information about the specific vehicles and routes traveled from moving media operators in such a way as to avoid capturing or transmitting personally identifiable information (PII) and safeguard the privacy of the individual vehicle passengers and individual vehicle operators measured
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