This means buyers and sellers now have a more comprehensive view of the total OOH advertising ecosystem.

The additional measurement gives impressions, reach and frequency, across thousands of audience segments for place-based advertising, including signage in gyms, bars, amusement parks, stadiums, malls, airports, gas stations, retail environments, cinemas, grocery stores and many other venues.

Geopath launched its Insights Suite in beta in 2018 and developed in conjunction with the OOH industry around an ‘audience-first’ approach. More than 8,000 unique audience profiles are currently available, with additional segments being added on a regular basis.

Kym Frank, president of Geopath, said: “From the onset of its development, the goal of the Insights Suite was to deliver to the OOH industry a trusted, universal currency for all the inventory that comprises the broader marketplace.”

The launch of place-based measurement follows a pilot by Geopath and its partner, Intermx, in cooperation with more than 30 placed-based media networks representing varied segments of the OOH industry. The trial evaluated 500 locations, which were then analysed for venue, screen impression and audience demographic data.