Geopath Partners With SQAD To Integrate Enhanced OOH Cost Data Into Planning Platform

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Geopath Members Can Now Access Enhanced Analytics and Cost Insights to Plan and Execute OOH Campaigns

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“The integration of SQAD’s OOH cost data further establishes Geopath as the premier resource for buyers and advertisers pursuing OOH strategies." - Kym Frank, President, Geopath.

Geopath, a not-for-profit organization whose mission is to provide audience location measurement to the out-of-home (OOH) industry, today announced the integration of SQAD’s OOH cost database into the company’s OOH Plan platform, Geopath’s market averages planning tool. Geopath members who are also SQAD subscribers will now have access to enhanced analytics and cost insights to plan and execute OOH campaigns.

SQAD, the advertising research, analytics and media planning software company, introduced OOH cost data to their MediaCosts platform in April.

“The integration of SQAD’s OOH cost data further establishes Geopath as the premier resource for buyers and advertisers pursuing OOH strategies,” said Kym Frank, President, Geopath. “As we move toward the launch of Geopath’s Insight Suite next year, we continue to pursue partnerships with analytics and data providers to deepen our platform and provide our members with the tools needed to design and execute highly effective OOH campaigns.”

When accessing the Geopath OOH Plan platform, members who are subscribers to SQAD’s MediaCosts: Local OOH will now have a range of new information including CPP and CPM data, historical rate levels for each media format in a market (highest, lowest and average), and projections for changes over the next two quarters. This enhanced data covers the top 100 DMAs and CBSAs, making it easier to plan and budget with greater transparency and accountability. Planners and advertisers will gain greater visibility into how OOH can be incorporated as part of a multi-channel marketing strategy.

"The strength in OOH lies in that it cannot be blocked by an ad-blocker or skipped on a DVR player, which ultimately contributes to the effectiveness of this platform,” said Marc Krigsman, CEO of SQAD. “Thanks to advancements in the OOH data and new technology innovations, advertisers now have a broader reach and unprecedented cost transparency – allowing more accurate cost measurements, better buying decisions, and stronger cross-channel strategies. The integration of MediaCosts: Local OOH data into the Geopath research platform further brings out-of-home data into a more prominent role in the media planning process.”

Geopath will host a webinar on December 15th at 2:00 PM to educate members and provide guidance as to how the new SQAD data can most easily be accessed and utilized. To register for the webinar, please email geekout(at)geopath(dot)org.

ABOUT GEOPATH
Founded in 1933, Geopath is the industry standard that powers a smarter OOH marketplace through state-of-the- art audience location measurement, deep insights, and innovative market research. The organization is headquartered in New York and governed by a tripartite board composed of advertisers, agencies and media companies spanning the entire United States. For more information, please visit http://www.geopath.org.

ABOUT SQAD
SQAD LLC. has been an industry leader for more than four decades, providing more than $1 trillion in transaction-based, real cost data for local and national broadcast, cable, and syndicated television, as well as local radio, and Hispanic TV & Radio advertising. Along with their MediaCosts and MediaLogic product verticals, they also provide the mission-critical media planning software, MediaTools – a robust and flexible enterprise planning solution for advertisers and agencies around the world.

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Greg Kalish