Here are some reader comments on Independent Out of Home Companies Asking for Change at Geopath and Geopath replies to the independents.
Jack Sullivan says bring discrepancies to Geopath’s attention
I agree 100% agree with Rob Peterson’s stand on the trustworthiness and “the good business sense” of Geopath. Do mistakes happen sometimes, yes. Do things sometimes get misconstrued, yes. When brought to Geopath’s attention do they conduct research and right things that might have been errantly reported, yes. It’s called good communication. If the industry wants to change the methodology of how Geopath generates its audience breakouts, then put a task force together and make the appropriate changes. We’re all in this together. I’d like to pose a question to the industry. If somehow all the data created an uptick of say 20% more impressions how much more media spend does anyone think that will generate YOY to the OOH industry? Which advertisers have complained that OOH is just not an efficient media buy and how much more would they spend if we had even lower CPM’s than we do now (which are currently some of the lowest of any media)?
Pioneer Outdoor’s Stu Lipscomb says work with Geopath
In my experience, if numbers seem under-represented, working with GeoPath to understand the other streets that might feed into, and see the board makes a big difference. You know your market, they do not. So there is sometimes extra work involved. I have done this in the past and they were receptive and made changes. On locations, especially one I built recently, I noticed the impression values were perfectly comparable to my initial estimates and to comparable other boards on the same artery. I don’t feel a bias at all and I only have one location now. I think the bias is felt when you don’t understand the system, or you don’t work with them to understand.
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