How Geopath Impressions are Generated
All Billboards and Outdoor Advertising displays have Geopath audited numbers. But how those numbers are found is important to know as well. Geopaths measurements work in a few main steps.
1. Number of Passing Consumers
Geopath combines traffic count data, vehicle occupancy, hours illuminated, and side roads along with anonymous mobile consumer trip data from over 150 Million devices to find out how many people go past the display in a day. This is the number of people with an opportunity to see an advertisement.
2. Visibility Factors
To more accurately determine the actual number of people that see an advertisement, the number from the first step is adjusted for visibility. Geopath conducted an eye-tracking study to identify factors that affect how effective a billboard is. Geopath also utilizes mobile trip data for the average speed on any road. These factors include size, distance to the road, the width of the road, the angle of the billboard, and even the distance you can see the billboard for. Utilizing this Geopath can accurately display per-spot impressions for a digital billboard.
3. Demographic and Consumer Data
Mobile trip data is mapped to the originating census block. This allows Geopath to utilize government census data as well as Nielsen Scarborough data in generating impressions for specific target audiences. Data such as age-specific ranges and even things as granular as people interested in the NBA.
Geopath impressions are an important data point to consider with every billboard. However, factors such as obstructions and what kind of design is on the board play a role as well. By combining Geopath Impressions with Daily Effective Circulation numbers, you as a buyer can feel more confident in your decision to buy a bulletin or poster billboard. A well-designed and eye-catching billboard will catch the attention of more people than expected. Read about tips to design a better billboard here.
