Geopath Audience Measures & API Outputs

Background and Overview

Geopath’s core mission is to serve as a centeral resource for the design, creation, and administration of audience delivery metrics for out-of-home media. This resource is available exclusively to Geopath members for the purpose of planning, buying, selling, and analyzing out-of-home media. 

In October of 2019, the Geopath released a new measurement platform after a pilot successfully demonstrated its capability to achieve the following:

• Leverage location data from mobile and GPS devices 

• Provide precision and coverage for local and national campaigns 

• Measure additional media formats and environments

• Expand target audience profiling capabilities

• Report time of day, day of week, and seasonal audience variation

• Provide predictive and actual audience delivery

• Integrate seamlessly into buying and planning systems

The following pages provide an overview of the fundamental elements of Geopath audience measurement process and how audience metrics are calculated. The core metrics of Geopath’s audience measurement are likelihood-to-see impressions, audience composition, and reach and frequency. These metrics are the foundation of the audience delivery meterics for out-of-home media and are used to calculate many additional value measures such as target rating points (TRP) and target index.