Clear Channel adds Geopath measurement technology at U.S. airports

The company has adopted this new system to offer more accurate data of commercial campaigns on each screen of these facilities, that it will try to replicate in other continents.

The company Channel Airports (CCA), Responsible for the management of digital advertising in North American airports present at 28 of the 50 Main facilities in the country, has adopted a new digital audience impression measurement tool that, as explained in his statement, "It offers a more accurate analysis of the journey a consumer takes during their stay at an airport and is a radical shift away from a decades-old methodology".

This new system has been developed by Geopath, A benchmark in DooH audience measurement and research in the United States, which uses a new methodology that assesses the location of each digital display independently, along with the time the passenger spends in a particular area and their movements around the airport to generate overall impressions.

This Geopath Audience Impressions Solution for DooH Helps Achieve More Accurate Data, moving from merely measuring passenger count to developing a better understanding of consumer behavior in a facility, according to a press release.

Kym Frank, President of Geopath, "Buyers and sellers of digital advertising at airports can better justify spending on the channel when there is a unified currency, in all forms: Ooh, DooH and VooH. We worked with a committee of buyers and sellers to develop a methodology that provides accurate measurement for each unique display, through a multitude of locations, which is on par with the data we provide to our transit members".

By comparing historical passenger counts at six major North American airports with Geopath's new audience measurements, CCA officials have assured that the data obtained shows that campaigns are generating impressions at a much higher rate and, in some cases, up to eight times more than before.

In their statement, they add that the new methodology marks a radical change in the way campaigns are measured, only by the number of passengers, towards a greater understanding of audience behavior and the likelihood that the user will consume advertising media at an airport.

The data captured with this solution will be available to CCA advertisers through the company's CCO Radar suite (which was recently presented in Spain and the details of which can be found at Digital AV).

As Morten Gotterup has pointed out, President of CCA, "We believe in the airport media space and our investments in data and innovation are raising the bar on measurement, ensuring greater transparency and results for our brands. As travel increases, Advertisers will benefit from knowing the true reach and effectiveness of their campaigns.".

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