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GEOPATH - Audience Location Measurement - Launch of New Brand

Signals a strategic shift from measuring impressions to measuring audience location

NEW YORK - Sept. 19, 2016 - TelAve -- Geopath™, formerly known as the Traffic Audit Bureau for Media Measurement, officially launched its new brand today at its annual board of directors meeting in New York City.

Geopath is the not-for-profit organization that independently audits and reports ratings for out of home ("OOH") advertising, such as billboards, street furniture, and transit advertising, throughout the United States.

The Geopath rebrand signals a strategic change in focus for the 83 year-old organization, from strictly measuring impressions, to measuring and analyzing audience location, and how audiences interact with OOH advertising as they move throughout the consumer pathway. This shift from inventory to audience provides improved analytics, deeper consumer insights, a better understanding of OOH effectiveness, and better alignment with other media measurement.
A new tagline was created to highlight these key benefits – "Powering a smarter OOH."

Brand launch activities included the unveiling of a new website, geopath.org, media agency visits throughout the United States, mobile billboards, and a Times Square advertising takeover in New York City. The new brand will also be promoted during Advertising Week in New York City, beginning on September 26, 2016.

The branding work was overseen by a brand council of Geopath member companies, including Billups, Clear Channel Outdoor, Kinetic North America, Lamar Advertising, MacDonald Media, OOH Pitch, OUTFRONT Media, and Posterscope USA. The strategic brand consulting firm Rafkin & Company did the naming, strategy, and brand identity design.

"We are so excited to finally launch our new brand," said Kym Frank, President of Geopath. "Our entire team has worked so hard over the past nine months to prepare for this day, and now we're laser focused on executing our vision to deliver state-of-the-art audience location measurement, big data insight, and innovation in market research to out of home advertising."
Kevin Gleason, CEO of Adams Outdoor Advertising and Fairway Outdoor Advertising, and Member of the Geopath Board of Directors, said, "Geopath is the perfect name to communicate the future of OOH measurement, and to prove the unrivaled power of OOH advertising."

For more information, please visit geopath.org. To schedule an interview with Kym Frank, President of Geopath, please contact Larry Hennessy at lhennessy@geopath.org or 212-972-8075.

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About Geopath

Geopath™ is the new name for the former TAB, the Traffic Audit Bureau for Media Measurement. Geopath is a not-for-profit organization governed by a tri-partite board of advertisers, agencies, and media companies. Headquartered in New York City, Geopath powers a smarter out of home advertising marketplace, with state-of-the-art audience location measurement, insights, and market research innovation.

Contact
Larry Hennessy
***@geopath.org


Source: Geopath

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