Geopath President Dylan Mabin’s Speech at the 2024 OOH Media Conference

I am fortunate to stand before you today with gratitude, fulfillment, and contemplation of the future. It has been an incredible journey leading Geopath over the past three years, and I want to express my deepest thanks to the Board of Directors and all Geopath members for entrusting me with this role.

When I joined Geopath in 2008, then known as the Traffic Audit Bureau, our industry and this organization looked far different than it does today. The changes that have taken place over the last several years have been impressive and inspiring. Leading Geopath during a time of significant industry evolution has been a profound honor, and I am grateful for the opportunity to have contributed to its growth and success.

As an industry, our collective efforts have propelled Out of Home advertising to new heights, with advancements in planning and measurement capabilities driving greater value and efficacy. The synergy between Out of Home and other media channels has strengthened, fostering collaboration and integration for the benefit of all stakeholders. Out of Home will continue to grow and diversify, increase in value, and offer brands and marketers unparalleled innovation and creativity.

As I reflect on all this progress, I take immense pride in the role Geopath has played in facilitating our industry’s growth and digital transformation. We have made great strides in the last few years alone in dramatically evolving the products and services we offer. We’ve elevated the quality of talent and breadth of expertise within our organization. By investing in our systems and platforms, infrastructure is stronger than ever, as evidenced by the stability, performance, and speed of our products. Geopath today functions as a truly syndicated data company delivering invaluable data-driven resources for the industry.

The steady influx of new members underscores the relevance and appeal of Geopath’s offerings, with 47 new organizations joining our ranks in 2023 alone. This surge in membership is a testament to the trust and confidence placed in Geopath as the go-to resource for accurate and comprehensive planning data. Every day, the Geopath team works hand-in-hand with countless members to answer questions and provide guidance and educational resources.

Because of the efforts of so many dedicated employees, Geopath has evolved to become a single source of truth, delivering the foundational data upon which defensible and accurate measurement can be achieved. Geopath is seen by so many across the industry as the best and only resource for planning across multiple formats using a common currency. Many attest that Geopath is the only data source they use, and that’s great to hear. That means that we have continued to deliver upon our mission given to us by our founders at the OAAA, ANA, and 4As over 90 years ago.

If you’ve heard me speak at an industry conference or read anything I’ve published in recent months, chances are you know that I strongly believe that the advancement of the Out of Home industry is dependent on alignment and adoption of clear and consistent definitions and measurement standards. As the Out of Home community expands further to include new and a wider array of companies, platforms, and service providers, and as measurement processes become more complex and sophisticated, I believe the importance of driving consensus around what words and terms mean will only become more pronounced.

You may have heard the timeless proverb that “The best time to plant a tree was 20 years ago. The second best time is now.”

Well, the same can be said for industry alignment and standardization.

The moment is now.

I’m confident Geopath will continue to lead this charge.

Over the next several months, the Geopath Board of Directors will identify and ultimately select the next leader of Geopath. I’m sure many in this room would make worthy candidates. I care very deeply for the organization and am eager to see it continue to evolve and thrive in the years ahead.

I am immensely grateful for the unwavering support and collaboration of my colleagues and peers throughout this journey. Your dedication has been instrumental in driving Geopath’s growth and impact, and I extend my heartfelt thanks to each and every one of you.

In closing, I look forward to the next chapter of Geopath’s journey with optimism and enthusiasm. Together, let us continue to push the boundaries of innovation and excellence, advancing our industry to new heights of success.

From the bottom of my heart, thank you.