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Dylan Mabin named ‘Acting President’ of Geopath —What took so long?

It's About Time

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Publishers Note:

It’s been 121 days since Kym Frank, former President of Geopath, ‘resigned’ from her position. More to the point, it has been 3 months, 29 days since Geopath has been rudderless without a leader. Dylan Mabin is the new ‘acting’ leader. Mabin who is a geospacial specialist out of the University of Virginia, has the technical chops, the leadership qualities and seniority in the space to lead the not for profit organization successfully. Mabin has been giving as viewed by some, earned as OOH Today sees it, the right to lead Geopath, albeit on an ‘Acting’ basis. Mabin is an excellent choice. We are delighted Mabin was selected and wish him well. He has our full support.

We have to question why it took so long to name an acting President, seeing that Dylan was the obvious choice for that role. If the Geopath Board of Directors (which John Miller is arguably the figure head), takes 4 months to name an acting President, how long to name the permanent President? Miller without argument is the nicest guy in OOH and a good choice as the front guy to the press …our very own Jen Socki. But come on man! The best the ‘Board’ could come to a consensus on, is an ‘Acting’ President? Most organizations are able to name an acting or interim president within minutes or hours.  Not OOH: it took, MONTHS. Over 3 months. Did we say 121 days?

Over that period of time there has been a leadership void and considerable lost ground. It certainly allowed ‘others’ / ‘OOH outsiders’ to throw their hats into the measurement ring as well as gave time for those OOH insiders to polish their own agendas championing their own measurement platforms.  To be clear, we whole heartedly support the choice for Dylan Mabin. Our difference is, we would have chosen Mabin on Day 2 as ‘acting President’.

Our question; what on earth took so long? And why? I hope this long delay of inaction is not a subtle sign of the lack of full support by those in the Industry who may be part of the Board or controlling those Board members whom should have had this decision locked down and announced months ago.

We wish Dylan Mabin great success and are prepared to offer all the resources we can at OOH Today in his support and that of the sacred institution of all that was and should continue to be, the final word on Out of Home measurement.  Please continue to read the good news below of Dylan Mabin names Acting President of Geopath.

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Geopath Names Dylan Mabin EVP of Operations and Acting President,
Announces Strategic Roadmap Development

Longtime Geopath executive to lead OOH industry organization’s strategic planning, positioning and program development

New York, NY Geopath, the not-for-profit organization that provides the industry-standard audience metrics for out-of-home (OOH) advertising, today announced the promotion of Dylan Mabin to Executive Vice President of Operations and Acting President at Geopath, effective immediately following a unanimous vote from the Geopath Board of Directors.

Previously SVP of Product, Mabin has been with the organization since 2008, when Geopath was the Traffic Audit Bureau (TAB). Since then, Mabin has held a variety of roles across the data and insights, research, and product teams. Mabin has been the main architect of the new Geopath Insights and the visionary behind the ongoing evolution to a more granular measurement solution for the OOH Industry.

Mabin will be responsible for overseeing the administration, programs, and strategic plan of the organization. To assist with this effort, the Board of Directors has approved funding for Geopath to work with a globally recognized consultancy with specific experience in helping drive organizational and industry-wide change.

This project will focus on the development of a roadmap for how Geopath can support its members now and in the future as they work to grow the OOH industry to be a highly integrated part of the media mix used by marketers and advertisers.

…there is no better candidate for this position. I look forward to seeing the impact he makes within the organization and broader OOH industry as we explore the best path forward for Geopath to take its place as a leader in media measurement.”

“Dylan has been an integral member of the Geopath team since he joined. For the past 13 years, he has guided Geopath to a more advanced measurement using geolocation data, modern technology and improved methodology,” said John Miller, EVP Sales and Marketing at Lamar Advertising and Secretary/Treasurer of the Geopath Board of Directors. “With his audience measurement expertise and passion for the industry, there is no better candidate for this position. I look forward to seeing the impact he makes within the organization and broader OOH industry as we explore the best path forward for Geopath to take its place as a leader in media measurement.”

“I am thrilled to take on this new role at Geopath and work with our key stakeholders to define and execute against a long-term strategy that will empower us to continue offering robust and accurate measurement solutions,” said Dylan Mabin. “OOH is well-positioned to continue the growth trajectory it was seeing prior to the pandemic, so I am most looking forward to driving Geopath’s leadership position and vision within the OOH and advertising industry at large.”

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.

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  1. […] take on the subject of Dylan Mabin named as ACTING President for Geopath. You read about it here—Dylan Mabin named ‘Acting President’ of Geopath —What took so long? Hear ‘one word’ fill in the blank, as the Board is, yes you guessed it, direct with […]

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