Audience Demographics, Behaviors, and Consumer Profile Segmentation

Geopath Audience Insights is powered by deep audience research integrated from multiple audience resources. Members of Geopath have access to thousands of unique audiences through the Geopath Insights Suite as well as the Geopath APIs. Audience Impressions can be qualified into consumer behaviors, demographics, psychographics, and market segmentation. Claritas, one of the source providers of these audience data combines access to direct and original consumer research with sought-after critical sources like Nielsen Scarborough, Gfk MRI, & 40 other data partnerships to help contextualize the population of the United States. Consumer audiences include 1,000's of unique attributes across automotive, financial, lifestyles, retail & shopping, and technology categories. Demographics include age, race, ethnicity, education, & more. Additionally, Prizm Premier is provided for those that are looking for audience segmentation.  We look forward to you making the most out of our audience measurement for you and your brands. Below are the core categories of Audience Profiles that available.

Consumer Profiles

One of the most exciting enhancements being brought to the marketplace by Geopath is its calculation of audience for Claritas Consumer Profiles. This new capability will allow marketers and brands to use OOH to target audiences in ways never before offered at such scale!

Alcohol

Yes! Geopath provides a wide range of audiences defined by beer, wine and spirits! Sure to be helpful when marketing those adult beverages. As a Geopath member you now have access to things like hard cider drinkers, people that prefer Modelo Especial or where people prefer to purchase their drink of choice.

Examples:

• Usual buys wine for $20 or more

• Drinks Bud Light most often

• Bought liquor at Costco in the last 30 days

Automotive

With over 200 unique variables the Automotive subcategory of Consumer profiles provide information ranging from where people are likely to shop for new tires to how much someone is likely to finance a new car for in the next 12 months.

Examples

• Traveled 10-19 miles to buy or lease a car

• Bought a Cadillac

• Plans to spend $30,00 on a new car in the next 12 months

• Got a brake repair in the past 12 months

Commuting and Transportation

When I was your age I walked to school 5 miles in the snow, uphill both ways! Well now we know with Geopath’s new audience measurement. Consumer profiles subcategory Commuting & Transportation offers insights into mode of transportation preferred to work or even people that work from home.

Examples

• Spends an hour commuting every day

• Carpools

• Takes the bike to work

Digital Video Displays

There are a lot of ways to reach people when they are outside of their homes. Want to target people that are not only exposed but noted digital media in their daily lives? Use the subcategory “Digital video display” under Consumer Profiles to find audiences that recall seeing digital video displays in the airport or at the doctor’s office in the pat 30 days.

Examples

• Viewed a digital video at a Grocery store in the past 30 days

• Viewed digital video displays at 3 different places in the past 6 months

• Viewed a digital video display at a Gas Station in the past 30 days

Environment

Need to reach the people that are good stewards of mother nature? Or maybe those that aren’t? Geopath offices the subcategory “Environment” under the Claritas Consumer Profiles so you can understand just exactly who is recycling, buying organic food and many more.

Examples

• Buys eco-friendly cleaning products

• Uses energy efficient light bulbs

• Uses reusable shopping bags

Financial

Geopath members have access to a variety of consumer audiences through the Consumer Profiles by Claritas. The financial subcategory is especially helpful for understanding households’ approach to money. Who uses accountants for filing taxes or what insurance are people interested in are just a couple ways you can build a Target.

Examples

• Has a student loan outstanding

• Plans to switch insurance provider in the next 12 months

• Banks with Wells Fargo

Food and Beverages

With over 200 unique variables, the Food and Beverage subcategory of Consumer Profiles is sure to satisfy your appetite for audiences. Need to find people that prefer soda over water? Or drink Capri Suns a lot? This is the subcategory for you.

Examples

• Drank diet Sunkist in the past 7 days

• Drinks Dasani water in past 7 days

• Prefers store brand

• Drinks energy drinks

Health

Marketing medicine can be tricky business but with the Claritas Consumer Profile subcategory “Health” you can make sure to reach a focused audience with the right message. Insights are available for things like preferred drugstore to types of doctors’ visits in the last 12 months.

Examples

• Chose Blue Cross Blue Shield as the insurance provider

• Buys prescription drugs at Walmart

• Uses Cigarettes in the past 30 days

• Goes to the skin doctor

Items in the Home

Have a CPG client? Looking for an audience based on what they have in the house? Geopath Members have access to a wide variety of audiences under the Consumer Profiles subcategory: “Items in the Home” which covers everything from remodels to consumer electronics to where they refill their copy paper.

Examples

• Spent between 500 and 1000 on consumer electronics in the past 12 months

• Has an ATV (all-terrain vehicle)

• Shops at Office Max

• Has a smartwatch

MRI Apparel & Jewelry

There are over 350 unique variables under the MRI Apparel and Jewelry subcategory of Consumer Profiles. Here you will find how much people are spending on what, preferred brands of shoes or fitness wear spend in the last 12 months.

Examples

• Spent $100+ on Men’s jeans in the past 12 months

• Buys golf shoes this year

• Owns a watch

MRI Gas, Credit Cards & Chains

Need to reach the people that fill up the tank at BP or spend over $100 on gas each month. The “MRI Gas, Credit Cards & Chains” variables under Consumer Profiles all you to reach the right audience.

Examples

• Buys Gas 1 per week

• Buys Exxon in the past 6 months

• Buys Premium 1 per week

MRI Hardware & Appliances

There are over 150 unique variables in the MRI Hardware & Appliances subcategory of Consumer Profiles. Need to find the audience likely to own an air purifier or a portable generator? Here’s your one-stop-shop.

Examples

• Owns a lawn mover

• Uses a microwave once a week

• Owns an ice cream maker

MRI Home Improvements

With Home Improvements subcategory you have access to a wide range of audience variables. Need to market to people that use a housekeeper? Or people planning a remodel? Home Improvements subcategory of Consumer Profiles is the place for you. Tim the Tool-Man Taylor only wished Tool time had these types of audiences!

Example

• Home remodel in the next year

• Uses spray starch

• Uses Terminix for pest control

MRI Magazines & Newspapers

With 300 unique variables the MRI Magazines and Newspapers subcategory of Claritas Consumer Profiles provides a treasure trove of audience insight into all things magazine and newspaper. Want to target people that read the National Geographic or Cigar Aficionado? This is the subcategory for you.

Examples

• Reads the front page of the weekly newspaper

• Reads Yachting

• Reads Rolling Stone

MRI Print Media Usage & Alternative

With over 200 unique variables; the “Print Media Usage & Alternative” subcategory of Consumer Profiles provides audiences by their print media consumption whether that be online or off. For example; are you interested in targeting people that get their news from Wired Online? Or how about people that use the yellow pages?  Print media usage & alternative subcategory has the insights for you.

Examples

• Visited Weight watchers website

• Reads their daily newspaper

• Watched an infomercial in the past 6 months

MRI Psychographics

With over 450 unique variables Psychographics is the largest subcategory of Consumer Profiles audiences Geopath offers. There are variables ranging from how people feel about ads in general to how likely they are to indulge in that extra slice of chocolate cake! So feel free to indulge in these audiences as much as you like! No extra calories. We promise!

Examples

• Eating fast food is fun

• It’s important for salespeople to know their products

• Only answers cell phone if they know who is calling

• Asks friends for advice when purchasing an automobile

• Pets deserve to be pampered!

Radio

Using out of home in conjunction with a radio campaign? Perfect! Find the billboards that reach a similar audience on radio using the Claritas Consumer Profiles subcategory “Radio”. Find the audiences that have listened to NBA on the radio or prefer ABC news.

Example

• Listened to the Super Bowl on the radio

• Enjoys the Contemporary Connection

• Likes the Oldies

Restaurants

Hungry to reach your target audience? With over 200 unique variables the Restaurant subcategory of Consumer profiles provide Geopath members the ability to reach consumers that have eaten at Cracker Barrel in the last 30 days or prefer quick service restaurants over sit down.

Examples

• Eat at Chilis in the past 30 days

• Went to a coffee bar in the past 30 days

• Goes to sports bars

Sports and Leisure

Need to find people that are interested in college football or the pro rodeo? With over 300 unique variables, the subcategory “Sports and Leisure” hits a home run with audience targeting. Find the jog-a-holics or the people that love to stay at home and sew. Or perhaps you want people that love the Olympics or aren’t really interested in Monster Rally Truck Jams at all.

Examples

• Grilled outdoors in the past 12 months

• Not into Pro Boxing at all

• Plays tennis

• Likes photography

Telecommunications

Can you hear me now? With over 450 unique variables, the Telecommunications subcategory of Consumer Profiles covers habits from texting to shopping online to gaming and music. What are people using their phones, tablets or laptops for? This is the place to go.

Examples

• Buys Samsung phones

• Took a college level course on a smartphone

• Plays fantasy sports on their tablet

Television (Claritas), 2016

Building a target based on their television viewing habits has never been easier with the Claritas Television audience subcategory under Consumer Profiles. Interested in reaching people who caught the Rose Bowl? Maybe the Golden Globes? This is your one stop shop for all things Television.

Examples

• UFC Fight Night

• Presidential Debates

• Primetime tv watchers

Travel

Slightly different than the Commuting and Transportation subcategory; the “Travel” subcategory of Claritas Consumer Profiles addresses what happens when you aren’t near your home. For instance; what hotels do you like to stay at? Or what airline do you prefer? How often do you travel?

Examples

• 3 personal trips outside the country in the last 3 years

• Prefers Enterprise car rental

• Visited Mexico

Voting

No matter which side of the aisle you are on you are sure to find value in the political attribute insights available to you as a Geopath Member. The Voting subcategory of the Consumer Profiles audience provides insights into how often people vote in local elections, what party are people affiliated with and many more.

Examples

• Sometimes votes in local elections

• Identifies as Independent

Claritas PRIZM Premier™

PRIZM segmentation is a comprehensive overview of visitors, combining demographics, consumer behavior, and geographic data, grouped together into 68 segments by common characteristics and behaviors to maximize marketing efficiency, reach, and personalization.

Standard and Custom Market Geographies

Markets are geographically defined areas used when planning, buying, and selling media. Geopath's standard markets definitions have historically been DMAs, CBSAs, and Counties (or county equivalents).

Out-of-home media companies and advertisers also use custom geographies based on their geographic coverage of their panel or product sales distribution areas respectively. Geopath is expanding its reporting capabilities by adding custom market reporting geographies and including ZIP codes within the set of standard market definitions.

Geopath Audited Inventory

Inventory makes up an extremely important part of the Geopath API. As part of the development of Geopath Insights, Geopath redesigned the legacy OOH data model to meet the growing needs of our members. The primary goals of the new model: 

Geopath has developed a new Inventory Data Model while revamping its Insights Platform to meet the growing needs from its OOH members:

• Unlocking new OOH opportunities in place based and fleet media ratings measurement

• Improving inventory data quality to enable better insights for the marketplace

• Standardizing the model for all members to simplify the process, while still enabling our members to be distinctive in the marketplace

• Providing a scaffold for future development and growth of programmatic and digital

• Delivering a single source of unified truth across roadside, place-based, and fleet inventory

The new inventory model has been designed as such:

• Broadly classifies OOH advertising by the "Construction" and the "Frame"

• Break Construction further into "structure" and "media type"

• Frame is supported by the construction and further broken down into additional layers to support rotating and digital media.

• Categorize media options in three areas:

  • Roadside

  • Fleet

  • Place

Understanding the "Construction" (or the "thing" that holds up the advertisement)

• Every piece of inventory has a construction and a media type

• Every piece of inventory falls into one of the standardized construction and media types

• Every piece of inventory also has a "media name" which gives operator the option to name it the way that is more suitable for business needs

• Geopath can work with operators to determine the best fit of their inventory into the new inventory model

• The new data model allows a construction to support any media type, it gives media operators the flexibility to develop rules that meets best their business needs. 

• A single construction can support multiple frames

Standardized Construction Types

Standardized Media Types

Geopath has developed conversion to map the existing roadside inventory into these new categories following two basic principles:

• Eliminated "digital" redundancies by adding a frame attribute to indicate if an inventory is digital or not

• Separate the attributes that describes the construction from the attributes that describes the media

Conversion from Legacy

Understanding the Frame (the "area" where the advertising goes)

• Frames are the base unit of OOH measurement

• There must be at least 1 frame per construction

• Further breaks down the frame into 4 layers, Frame, Layout, Face and Spot, to support both digital and print OOH advertising
  

  • Each Frame has at least one Layout, one Face, and one Spot

Frame

• Every frame gets a Geopath ID

• Every frame has a location, which gets an assignment for ratings generation purposes

• A print bulletin is 1 frame, a digital bulletin is also 1 frame

Layout

• A Layout is a unique arrangement of faces on a particular

• On most roadside inventory, there is 1 layout, the full area of the frame, but in place-based inventory there can be many dynamic changing possible layouts

Face

• A Face is the specific extent of the specific content on a given layout

• A print bulletin would have 1 face, a digital bulletin traditionally has 1 face, but could support many

Spot

• The unique content on a specific face

• A print bulletin would have 1 spot, where a digital bulletin could have multiple spots

Geopath IDs

Each inventory level has its own unique identifier that act as primary keys within the database. The table structure in the database also links the different levels using foreign keys within adjacent tables to link the inventory levels together. For example, the Frame ID is the primary key for the Frame Table. The Layout ID is the primary key for the Layout Table. However, the Layout Table also includes the Frame ID as a foreign key, to understand the link between the layout record and its parent frame.

Currently Frames and Spots are the most common way to understand most OOH advertising. As such, there are API endpoints that accept frames id and spot ids as optional or required parameters. For digital inventory it is common to have multiple spot ids that correspond to a single frame ID. In general, the legacy “Geopath Panel ID” corresponds to the Spot ID within the new database.

For Roadside inventory that was entered into the Geopath system before February 2022, it was very common for digital inventory to have one Spot ID that matched the Frame ID, and with static inventory for the single Spot ID to match the Frame ID. This was because of a legacy process that started with a flat data schema before entering the newer nested structure as detailed above. Since February 2022, this legacy process was deprecated, and now data is moving directly into the new model. As a result, since each inventory level has it’s own identifier, these each operate on their own database sequences, which means that the frame_id will not match any of the spot_ids that may be linked to it. Geopath does not recommend treating the Frame IDs and Spot IDs as interchangeable.

Each Geopath ID is immutable and will not be reused.

Geopath Statuses

Geopath utilizes statuses to indicate where along the auditing process a piece of inventory currently falls. The API returns the status in the inventory/search, inventory/search/batch, get by frame id, and measures/summary endpoints. The batch file downloads are bulk versions of the inventory/search results, so they also provide the inventory status

The inventory/search and measures/summary results are filtered based on the status of the inventory. The get by frame id endpoint will show you the current status of any frame id that is provided.

For the inventory/search results, detailed statuses that you may find in the get by frame id results, are generalized to fewer categories. Below is a table detailing the status id, status name, status description, with the generalized public id, public name and public description which are used in the inventory/search endpoints.

Understanding the Search API Response

The /inventory/search response can be an overwhelming amount of information. Here's a breakdown of what is included.

The response is returned as a JSON object with the initial key of "inventory_summary"

Within the "inventory_summary" are 5 items. 

• inventory_count - How many inventory records matched the search.

  • invalid_ids - If you provided a list of IDs, how many were invalid.

  • filtered_invalid_ids - If you provided a list of IDs, along with other filters, how many of the otherwise valid ids were made invalid by the additional filters.

  • inventory_items - Provides the details of the inventory that is returned.

• pagination - Provides details on the size of the overall response. 

  • page - What page of the response you are currently viewing.

  • page_size - How many records are returned per page.

  • number_of_pages - How many pages are in the overall response.

  • number_of_frames - How many frames are in overall response.

  • number_of_spots - How many spots are in the overall response. 

From that list, the most important is the inventory_items object, which provides all the details for the inventory. Within the inventory_items object are a mix of key/value pairs, along with arrays of additional objects. The first 16 values deal with information about the frame itself.

• frame_id - The Geopath ID for the frame.

• plant_frame_id - The operator's internal identifier for this piece of inventory. May not be included and may not be unique among the operator itself or among other operators.

• uri - A place for a link for more information.

• max_height - Maximum height in inches of the frame

• max_width - Maximum width in inches of the frame

• digital - Boolean value describing if the frame is true or not.

• media_name - Field for operators to provide a preferred name / marketing name for their inventory. Geopath will return what is provided by operator.

• frame_rotating - Boolean field describing if the frame has the ability to rotate ads. This will be true for digital frames, but also for mechanical frames like scrollers or Tri-Vision. 

• frame_full_motion - Boolean field describing if the frame has the ability to have full motion video.

• frame_partial_motion - Boolean field describing if the frame has the ability to have partial motion video.

• frame_audio - Boolean field describing if the frame has the ability to have audio played from it.

• frame_interactive - Boolean field describing if the frame is intended to have people physically interact with it, like a touchscreen.

• illumination_start_time - The hour/minutes/seconds of when any illumination of the frame begins.

• illumination_end_time - The hour/minutes/seconds of when any illumination of the frame ends.

• created_dtm - Date and time when the record was created in Geopath's database. This is searchable from the request.

• updated_dtm - Date and time when any of the information in the record was last updated in Geopath's database. This is searchable from the request. 

After these initial key/value pairs there are 10 arrays which contain additional objects. Many of these are reference items where the values can be found in the Geopath reference API.

• representations - Describes the companies that operate the piece of inventory. This is described with two main pieces of information. The representation record, and the account record. Each company in the Geopath database has representation records that get linked to the inventory record. A single company could have multiple types of representation records based on whether they own, manage, or transact on inventory. Each of those representation records is linked to their account. 

  • id - This is unique ID for the representation record in Geopath's database

  • updated_desc - Notes from any update of the representation record.

  • representation_type - The type of representation that this record is representing. This is essentially a library value from Geopath's database.

  • account - The account details that are linked to this representation record. This can often be a sub-account of a larger parent account (like a division or operating region of a company).

    • id - The unique ID for the account in Geopath's database.

    • name - The name of the account. This could be just a region / office / division name of a larger company.

    • operator_code - The ID of the office / division from the larger parent company if provided.

    • parent_account_id - The ID of any linked parent account.

    • parent_account_name - The name of any linked parent account.

• classification_type - How Geopath has classified the inventory into Roadside, Place-Based, or Fleet.

• construction_type - Describes the type of construction that the frame is being supported by.

• illumintation_type - Describes the type of illumination that the frame has, wether is only natural ambient light, or include artificial light. 

• media_type - Describes the Geopath standardized media type of the inventory.

• media_status - Describes the status of the inventory along the Geopath auditing process.

• location - This object contains much of the information about where the piece of inventory is located and information about that location.

  • id - An internal ID for the location in Geopath's database.

  • orientation - Expressed in degrees, the direction which the piece of inventory is facing.

  • primary_read - Provided by the operator, in their opinion, the read direction for a vehicular audience on the primary intended roadway for the piece of inventory.

  • primary_artery- Provided by the operator, in their opinion, the primary inteded roadway / description of the location for the piece of inventory.

  • level - For place-based inventory, the level of the venue that the inventory is located on.

  • levels_visible - For place-based inventory, how many interior levels a piece of inventory may be viewed from.

  • latitude - the latitude coordinate in decimal degrees of the location of the piece of inventory.

  • longitude - the longitude coordinate in decimal degrees of the location of the piece of inventory. 

  • block_id - The US Census Bureau defined census block FIPS code where the location is located in. 

  • elevation - The height in inches above the surface to the center of the frame. This is not currently widely available.

  • geometry - A JSON object of the location geometry that can be used in GeoJSON applications.

  • place_type - The Geopath defined type of place that the location is in. 

  • places - For place-based inventory any linked place records that the location is within.

  • created_dtm - Date and time when the location record was created in Geopath's database. This is not searchable from the request.

  • updated_dtm - Date and time when any of the information in the location record was last updated in Geopath's database. This is not searchable from the request.

  • dma_id - The ID of the DMA that that location is within.

  • dma_name - The Name of the DMA that the location is within.

  • cbsa_code - The US Census Bureau defined ID of the CBSA that the location is within

  • cbsa_name - The name of the CBSA that the location is within

  • county_id - The US Census Bureau defined FIPS code that the location is within. 

  • county_name- The name of the county that the location is within. 

  • zip_code - the US Postal Service defined zip code that the location is within

  • zip_code_name - The name of the zip code that the location is within.

  • state - The US State that the location is within

  • time_zone - The time zone, represented as a different from GMT that the location is within. For example -5 is the Eastern time zone

• placement_type - A Geopath standardized description of the type of placement of the piece of inventory. 

The next object details information about the spots on the frame which includes the Geopath measures for that spot. 

• spot_references - 

  • spot_id - The Geopath ID for the spot.

  • plant_spot_id -The operator's internal identifier for this spot on this piece of inventory. May not be included and may not be unique among the operator itself or among other operators.

  • frame_uri - A link to the inventory record of the parent frame of this spot. 

  • length - If a digital spot, the length of time in seconds that it will appear on the digital frame.

  • spot_roating - A boolean value that descibes if the spot rotates at all. 

  • spot_full_motion - A boolean value that describes if the spot is full motion video.

  • spot_partial_motion - A boolean value that describes if the spot is partial motion video.

  • spot_audio - A boolean value that describes if the spot plays audio.

  • spot_interactive - A boolean value that describes if the spot is meant to be interacted with by people.

  • created_dtm - Date and time when the spot record was created in Geopath's database. This is not searchable from the request.

  • updated_dtm -  Date and time when any of the information in the spotrecord was last updated in Geopath's database. This is not searchable from the request.

  • measures_time_calculated - Date and time when the information in the measures object of this spot was last calculated. This can be searched from the request.

The next information details the Geopath Measures that this spot on this piece of inventory has received after going through the Geopath audit.

• measures - 

  • measures_type - The type of measures being returned. Right now this will always be "Measures"

  • period_days - The number of days of an advertisement running that the measures represent. The default is weekly (7 day) measures. Based on what is provided in the request.

  • base_segment - The audience that is used for the base population of measure comparisons. Based on what is provided in the request.

  • target_segment - The audience that is being targeted for the advertisement. Based on what is provided in the request.

  • target_geo - The geographic market that is being targeted for the adversitment. Based on what is provided in the request.

  • market - The geographic market that is being targeted for the adverstisement. Based on what is provided in the request.

  • index_comp_target - The calculated target composition index. The ratio of Target Percent In-Market Impressions Comp to (Target Population/Total Population %)

  • pct_comp_pop_target_inmkt - Percent of the overall base population that matches the target segment / in the defined market

  • pct_comp_imp_target -  Target Audience Impressions as a percentage of Total Impressions. 

  • pct_comp_imp_target_inmkt - Target In-Market Impressions as a percentage of Total In-Market Impressions. 

  • freq_avg - The average number of times an individual notices an out of home advertising message during a defined period of time.

  • imp_target_inmkt - The total impressions for the target audience in the target market only.

  • imp_target - The total impressions that are reaching the target audience overall. 

  • imp_inmkt - The total impressions that are reaching the target market overall.

  • imp - The total impressions based on the base_segment.

  • pct_imp_inmkt - In market impressions as a percentage of total impressions. 

  • pct_imp_target_inmkt - Target in market impressions as a percentage of target audience impressions. 

  • pop_inmkt - The total population in the defined market.

  • pop_target_inmkt - The total population of the target segment in the target market.

  • reach_pct - The percentage of the total market that is being reached during the period defined.

  • reach_net - The number of people in the market that is being reached during the period defined.

  • trp - The total number of in-market impressions, to a target audience, delivered by an Out of Home display expressed as a percentage of a market population.

  • eff_freq_min -  The number or percentage of a target audience that is exposed to an OOH unit(s) at a set level of effective frequency.

  • eff_freq_avg - The calculated average frequency of persons reached at least eff_freq_min times.

  • eff_reach_net - The total target in-market population reached at least eff_freq_min times.

  • eff_reach_pct - The percent of the target in-market population reached at least eff_freq_min times.

• measure_list - If multiple target segments are provided in the request, the above measures object will be blank, and instead multiple measures objects, one for each audience requested will be present in this array.

• total_msg_impressions - If hourly impressions are requested. They will be broken down here by day of week and hour. For more info on working with hourly measures, see this link

• total_msg_impressions_list - If hourly measures are requested, and multiple target segments are provided, the above total_msg_impressions object will be blank and instead multiple objects one for each audience requested will be present in this array.

• photos - If any photos are available for the frame, the links to the photos will appear in this list.