Geopath Media Measurement Methodology Overview

Goals of Methodology Documentation

Geopath creates audience measurement data for out-of-home inventory (OOH). Due to the demand for this data set, Geopath has created an general overview of its media measurement methodology for its constituents (OOH media owners, remarketers, advertising agencies, and brands) to provide to their customers/clients. The intended audience of this documentation includes:

1. Technical Business Users of the Geopath Insights Suite & Geopath APIs

2. Development staff leveraging Geopath APIs within their applications

3. Research leads seeking to verify the accuracy, precision, and/or interoperability/of Geopath media measures with other data sets

This documentation is not designed to provide a comprehensive statistical validation of Geopath data nor demonstrate mathematical confidence intervals or error rates in Geopath OOH audience estimates. For specific statistical validation information, please request additional insights from our Data Science team by emailing geekout@geopath.org

Key Components of OOH Measurement

At a high-level, Geopath creates its OOH audience measurements from two key processes:

1. Computing Pedestrian & Vehicular Visibility [for OOH media]

2. Computing Advanced Audience Composition [of OOH media viewers]

The overall sequence of processing can be visualized according to the diagram below:

Open

Multiple processes are executed before the audience visibility and advanced audience composition processes can occur. Most notably, the processes to assign OOH inventory to specific road, place, and fleet/transit networks as well as the processes to identify the origins and destinations of specific people, across specific routes, using specific transportation methods over time.

Each page within this methodology section will be focused on thoroughly explaining each of the topics outlined in the diagram above.

Overview of OOH Audience Metrics

Detailed documentation for the metrics available within Geopath’s API & Data Lake include:

1. Single-Unit OOH Audience Metric Definitions:

   1. Reach & Frequency

   2. Served Impressions

   3. Opportunity-to-See (OTS) Impressions

   4. Audience Impressions (a.k.a. ‘Likely-to-See’ or LTS Impressions)

   5. Audience Composition

2. Inventory Set Audience Metric Definitions:

   1. Specific Inventory Set Media Plans (a.k.a ‘Inventory Plans’), including:

      1. Coverage Overlap & Duplication

      2. Trip Path Overlap & Duplication

      3. Cross-Environment Overlap

   2. Nonspecific Inventory Set Media Plans (a.k.a. ‘Market Plans’)

Geopath’s Approach to OOH Audience Measurement

To create these audience metrics, Geopath leverages comprehensive information on Pedestrian/Vehicular Visibility logic and Advanced Audience Composition, including:

1. Inventory/Network Assignments, which include:

   1. Types of OOH Inventory Audited, which include:

      1. Roadside Media

      2. Place-Based Media

      3. Fleet/Transit Media

   2. Road Network Information (Streetlytics & HERE Maps)

   3. Homes Data

   4. Point-of-Interest (POI) Data

2. Origin & Destination Trips/ Network Routing

   1. Population Characteristics & Demographics

   2. Mobile Device Location & Movement Patterns, which include:

      1. Mobile Device Panel

      2. Activity Patterns

      3. Movement Patterns