Geopath Inventory & Measures
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.
Type | Category |
---|---|
Population | Age |
Population | Gender |
Population | Race and Ethnicity |
Household | Commuting Transportation Method |
Household | Employment |
Household | Household Income |
Household | Households with Children |
Household | Language Spoken at Home |
Household | Male or Female Head of Household |
Household | Marital Status |
Demographics | Mortgage |
Demographics | Rent |
Demographics | Vehicles per Household |
Geoscape | Asianicity |
Geoscape | Hispanicity |
Consumer Profiles | Alcohol |
Consumer Profiles | Automotive |
Consumer Profiles | Commuting and Transportation |
Consumer Profiles | Digital video displays |
Consumer Profiles | Environment |
Consumer Profiles | Financial |
Consumer Profiles | Food and Beverages |
Consumer Profiles | Health |
Consumer Profiles | Household Detailed Demographics |
Consumer Profiles | Household Summary Demographics |
Consumer Profiles | Items in the Home |
Consumer Profiles | MRI Apparel & Jewelry |
Consumer Profiles | MRI Gas, Credit Cards & Chains |
Consumer Profiles | MRI Hardware & Appliances |
Consumer Profiles | MRI Home Improvements |
Consumer Profiles | MRI Magazines & Newspapers |
Consumer Profiles | MRI Print Media Usage & Alternative Advertising |
Consumer Profiles | MRI Psychographics |
Consumer Profiles | Neighborhood Demographics |
Consumer Profiles | Radio |
Consumer Profiles | Restaurants |
Consumer Profiles | Retail shopping |
Consumer Profiles | Sports and Leisure |
Consumer Profiles | Telecommunications |
Consumer Profiles | Television |
Consumer Profiles | Television (Claritas), 2016 |
Consumer Profiles | Travel |
Consumer Profiles | Voting |
PRIZM® Premier | PRIZM® Premier Segment |
PRIZM® Premier | PRIZM® Premier Lifestage Group |
PRIZM® Premier | PRIZM® Premier Social Group |
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
Type | Notes | Example |
---|---|---|
Freestanding | Generally roadside, freestanding structures taller than 10 feet, includes fences retaining walls etc... | Billboards |
Exterior Wall | Generally roadside, the wall of a standing building | Wall Murals |
Furniture | Roadside or place-based, freestanding structure less than 10 feet tall | Transit Shelters, Kiosks |
Interior Wall | Place-based, the wall inside of a building |
|
Stairs | Place-based, spread out over an entire staircase with the intent to look unified from a distance |
|
Floor | Place-based, displayed on areas that people walk on |
|
Ceiling | Place-based, includes inventory that hangs from the ceiling or is flat on the ceiling |
|
Rooftop | Place-based, seen from the air or from elevated positions |
|
Tablet | Place-based, individual scale screens |
|
Interior Vehicle | Fleet, moving vehicle with a public audience inside | Buses, Trains |
Exterior Vehicle | Fleet inventory with a roadside audience, any moving vehicle | Mobile Billboards, Buses, Taxis |
Standardized Media Types
Type | Notes |
---|---|
Wall | Loosely, anything larger than a bulletin |
Bulletin | Based on the existing market definitions, 10-20' H x 36-60' W |
Poster | Based on the existing market definitions, 10-12' H x 22-25' W |
Jr. Poster | Based on the existing market definitions, 5-6' H x 11-13' W |
Panel | Smaller than a Jr Poster, larger than a display, 35"H x 63" W - 5-6' H x 11-13' W |
Display | smaller than a big screen TV =< 35"H x 63" W |
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
Existing Tabview Media Type | New Standard Media Type | New Standard Construction Type |
---|---|---|
Posters | Poster | Freestanding |
Bulletins | Bulletin | Freestanding |
Junior Posters | Junior Poster | Freestanding |
Transit Shelters (TSA) | Panel | Furniture |
Phone Kiosks | Panel | Furniture |
Urban Panels | Panel | Furniture |
Kiosks | Panel | Furniture |
Benches | Panel | Furniture |
Newsstands | Panel | Furniture |
City Information Panels | Panel | Furniture |
Digital Urban Panels | Panel | Furniture |
Walls | Wall | Exterior Wall |
Digital Posters | Poster | Freestanding |
Digital Bulletins | Bulletin | Freestanding |
Digital Junior Posters | Junior Poster | Freestanding |
Digital Transit Shelters | Panel | Furniture |
Digital Phone Kiosks | Panel | Furniture |
Digital Kiosks | Panel | Furniture |
Digital Newsstands | Panel | Furniture |
Digital Walls | Wall | Exterior Wall |
Receptacle | Panel | Furniture |
Digital CIP | Panel | Furniture |
Wild Postings | Panel | Exterior Wall |
Bike Kiosks | Panel | Furniture |
Newsstand Posters | Panel | Furniture |
Digital Newsstand Posters | Panel | Furniture |
Metro Lights | Panel | Freestanding |
Pedestrian Panels | Panel | Furniture |
Carts | Panel | Furniture |
Banners | Panel | Freestanding |
Bike Pillar | Panel | Furniture |
Station Pod | Panel | Furniture |
Rail Platform Kiosk | Panel | Furniture |
Elevator Wraps | Panel | Furniture |
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.
Status Type Id | Status Type Name | Status Type Description | Public Id | Public Name | Public Description |
10 | Incomplete | Asset has incomplete or invalid attributes | 10 | Incomplete | Asset has incomplete or invalid attributes |
20 | Unaudited | Required attributes contain valid data and may be audited | 50 | Published - Unmeasured | Measures do not exist; inventory available to licensed users |
30 |