With Geopath Ratings, we know the number of people who saw your Out of Home (OOH) ad and who they are. To achieve this level of demographic measurement, Geopath developed a measurement system that works in three steps. 

1. Count of People Passing
Geopath uses anonymous consumer trip data from 150 million mobile devices to determine how many people pass by each OOH display with an opportunity to see the ad.

2. Adjustment Based on Visibility Factors
The count of passers is adjusted based on visibility factors to give us a display's impressions, the number of people who likely saw the ad.

Geopath conducted an eye-tracking study to identify factors that make out of home displays more or less visible to passers. Factors include size, size of the road, proximity to the road, line of sight of each display and distance from which it can be seen.

Mobile trip data provides the average speed of vehicles that pass each out of home display, accounting for how many seconds it takes to pass through the line of sight. Factoring in average speed of traffic and the panel's line of sight allows us to have per-spot impressions for digital billboards.

3. Mobile Trips Mapped to Household Demographic & Consumer Data
Mobile trips originating from each Census block are mapped to household demographic data such as "Married Couples with Kids" and Scarborough consumer data like "planning to purchase a luxury vehicle". This is how we know the target audiences that will pass by your ad.