Here’s a statement from Geopath summarizing what happened at the organization’s September 25th town hall. Billboard Insider did not attend. Email davewestburg@billboardinsider.com if you have any comments or impressions on the town hall.
On September 25th, more than 380 people participated in Geopath’s Member Town Hall, hosted by Geopath’s Interim President Rob Peterson, Geopath Chairperson and Chief Client Officer and Partner at ODN Ali Broback, and Dan Levi, Chief Marketing Officer at Clear Channel Outdoor. Other members of Geopath’s Executive Committee and Board of Directors were also in attendance.
During the session, Broback shared her vision for Geopath and the leadership she expects to bring, which included a continued focus on increasing communication and transparency for the organization. She also highlighted her desire to build stronger relationships across the industry with tighter alignment with the OAAA as well as creating opportunities for all members to increase their participation within Geopath.
Peterson reflected on the past 12 months of change and improvement within the organization, the history of the past 5 years of measurement updates and provided an overview of the 10+ month process that drove the development of Geopath’s recently released 2025 Planning Dataset. The new dataset includes significant enhancements to Geopath’s measurement methodology and foundational national data that reflect the organization’s ongoing commitment to providing the industry with accurate and reliable audience measurement. Among the key improvements highlighted were refreshed data sources, the migration to a more contemporary road network, an improved reach and frequency model, and an updated place-based methodology.
Levi outlined the ongoing partnership between Geopath and OAAA’s Executive Committees and provided an overview of the joint industry project focused on building a future-ready solution that keeps OOH at the forefront as media buying becomes more automated and data-centric. At its core, the project is focused on creating a data-driven platform that provides a single, reliable way to measure OOH audiences and campaigns, elevating our current capabilities.
All three presenters responded to questions, echoed Geopath’s focus on the future, a renewed commitment to transparency and accuracy and encouraged the industry to reach out – either directly to them or to Geopath with more questions, suggestions or desire to be involved.
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
