Evolution of Audience Measurement
Calculating target audience delivery
- Dylan Mabin - Geopath
Dylan Mabin, President of Geopath (US) takes us through the challenges for any audience measurement body and how the US has addressed these challenges across multiple environments – with the foundation of a comprehensive understanding of media placements. Focusing on delivering the best measurement with the data available and continuously sourcing and moderating new datasets is key in evolving audience measurement – “the difference between what we are trying to measure, and how we are forced to measure it” – alongside the evolution in advertiser’s requirements from circulation, through audience, to campaign effectiveness.
Restrictions through the COVID period put a spotlight on the need for contemporary data, understanding Audience “right now”. Reflecting how both volumes and travel behaviours change over time and updating the currency to reflect those changes, developing new reach models to predict this, and the industry challenge of measuring actual inflight alongside predictive audience measurement.
A refreshingly candid presentation and inspirational for any market developing and improving their OOH audience measurement.
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