Retail

Clear Channel Airports integrates Geopath DOOH audience insights tech

Photo: provided

October 30, 2020

Clear Channel Airports, the Americas-based airports business of Clear Channel Holdings Inc. has rolled out an audience impressions solution from Geopath for DOOH. This methodology helps move from merely measuring passenger count to developing a better understanding of consumer behavior, according to a press release.

The solution factors in the placement of each display as well as the customer's time spent in an area and their movements throughout the airport. With this data, it can help deliver a more accurate impressions figure.

"Buyers and sellers of OOH advertising in airports can better justify spending in the channel when there is a unified, apples-to-apples currency across all forms of OOH, DOOH and VOOH," Kym Frank, president, Geopath, said in the release. "We worked with a committee of buyers and sellers to develop a methodology that provides accurate measurement for each unique screen across a multitude of venues that is on par with the data we provide our roadside and transit members."