Geopath Snags Measurement Veteran
Luken Joins Geopath
Geopath, the not-for-profit organization that provides the industry-standard audience metrics for out-of-home (OOH) advertising, has named Chris Luken Senior Vice President of Product.
In this new role at Geopath, Luken will focus on accelerating and expanding the suite of Geopath’s OOH audience measurement solutions to better serve its members within the OOH/digital out-of-home (DOOH) marketplace.
Luken joins Geopath from PatientPoint, where he served as SVP, Product Development and Operations, following PatientPoint’s merger with Outcome Health, the largest healthcare-focused DOOH network in the United States.
Previously, Luken led product strategy and functional design of cross-platform video measurement products at Comscore (NASDAQ: SCOR) as well as branded content measurement at Rentrak (previously NASDAQ: RENT). Luken’s preceding company, a venture capital-funded start-up named SponsorHub, was acquired by Rentrak for its innovative experiential marketing and social analytics measurement products that quantified the advertising value of brand marketing within emerging media channels.
Luken began his career as a management consultant at Accenture (NYSE: ACN), where he delivered dozens of successful software development, technology strategy and operations optimization projects for several Fortune 500 companies.
“Chris’s experience will play a critical role in advancing Geopath’s best-in-class OOH measurement as we implement our strategic vision initiative,” said Dylan Mabin, President, Geopath. “Our focus is on bringing innovation to assessment and planning in OOH and his appointment will be invaluable in enhancing our ability to better serve members.”
“Geopath is at the forefront of OOH audience measurement, with an unparalleled breadth of data that empowers brands and advertisers to maximize their share of voice among physical advertising channels,” Luken said. “I’m thrilled to join the Geopath leadership team and evolve our suite of measurement solutions to better address the increasingly complex convergence between OOH and digital advertising landscapes.”
Geopath’s recently launched strategic vision initiative, developed in conjunction with industry leaders, looks to advance OOH measurement by providing comprehensive cataloging and inventory auditing across all OOH media formats, increasing the precision and accuracy of planning and observed audience metrics, and facilitating data interoperability across the OOH and larger media ecosystem.
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.
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