The Video —“Using Data to Create Winning Plans” Panel Discussion
Using audience data to find the hidden strengths of OOH inventory
Watch Now: “Using Data to Create Winning Plans” Panel Discussion
by Brian Schopper, Marketing Manager, Geopath
For those who were in attendance at this year’s Geopath/OAAA Conference in Nashville, you may have had the chance to join one of the two Geopath training sessions. In the first session on Monday, Scott Fiaschetti and I covered some key features of the new 2023 Forecast and the revised Reach/Frequency approach, as well as some media math foundations.
The second session took form in a panel discussion, centered around how data can help turn an initial client brief into a winning plan.
Based on the positive reception to this session, we wanted to bring that discussion to a larger portion of our membership, and the overall OOH ecosystem as part of our OOH Office Hours series! The webinar, which took place yesterday, May 11th, welcomed the same panel of industry experts from the 2023 conference from both the buy and sell-sides of the industry.
Led by Scott Fiaschetti, the panel consisted of Heather Harder from YESCO, Piper Wirth from Rapport, and Andrew Marcus from Clear Channel Outdoor. In the session, the panelists shared best practices for blending market knowledge with Geopath and other data sources to identify the best media to include when building a competitive plan.
The panel also shared ideas for using audience data to find the hidden strengths of OOH inventory in any plan and discussed some metrics, beyond total impressions, that can guide the selection of media to meet client goals.
You can watch a recording of this session here!
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