Imagine being able to tell an advertiser how many people are seeing an ad on a billboard outside a football stadium on game day. This is about to happen. Geopath President Kym Frank tells Insider that Geopath is including seasonal and hourly impressions data as part of the Geopath Insight Suite of measurement tools which will launch in early 2018.
A beta version will be released on Friday May 12!
Kym, what data will be available?
Hourly impression data for an average day of the week for every month throughout the year are available for every piece of measured roadside inventory. Please note, the data in the Beta release are based on 2015 historical data and are for noncommercial use only.
Why is this data being released now?
The purpose of this release is to prepare our members for the launch of the full Geopath Insights Suite later this year. The data are supplemental to our existing product and help demonstrate the application of hourly impressions. Having access to this data now empowers our members to explore the capabilities of seasonal and hourly audience variations. It will help the industry prepare for how their organizations will want to work with this resolution of information in the future when hourly composition data are available.
What are the benefits of monthly / hourly impression data?
Precise reporting of impressions by month, day of week, and hour will provide a greater understanding of patterns at the individual panel location. This gives members a quantifiable measurement of peak seasons and prime times for all inventory. Additionally, it allows the OOH industry to have a currency that is in line, or even better, than that used by other media channels. Having this data will allow us to compete for a larger share of ad spend.
Screen Shot of the New Geopath Tool Showing monthly and hourly data for a billboard on the route to a New Jersey Shore beach. Note the increase in impressions during the middle of the day and during July and August
Who has access to this data?
Agency and audited Media Companies who are Geopath members in good standing will have access to the data in this Beta version.
How do I access this information?
On May 12, you will be able to access the data here, and log-in using your current Geopath login credentials.
The data are also available through our web services API. Please reach out to Sean McCarthy (smccarthy@geopath.org), for more information and support on how to work with Geopath’s web services API.
You can learn more about the Geopath platform and hourly impressions at this link: OOH Office Hours: Hourly Impression Webinar or by emailing geekOUT@geopath.org
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