As those hulking static billboards have been replaced by bright and frequently changing digital signage, the out-of-home (OOH) market has seen a variety of vendors offer a range of platforms and techniques for measuring effectiveness.
This week, a 75-year-old nonprofit organization, Geopath, is releasing a new Insights Suite that is trying to bring more order to ad measurement in the great outdoors.
Founded in 1933 as the Traffic Audit Bureau for Media Measurement, the organization originally collected data by sending out people with clickers to count cars and passersby, by conducting surveys and by utilizing traffic data from the US Department of Transportation.
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.