Synopsis : Kym Frank, President of Geopath, will discuss how advances in audience location measurement are turning data into intelligence and powering exciting new ways to sell OOH, while delivering the accountability that advertisers demand.
Kym Frank, a well-respected veteran of the media research industry, was elected TAB President at the 2015 OAAA/TAB Conference. In the September 2016, Frank led the organization through a full rebrand under the new name, Geopath. Geopath is the industry standard that powers a smarter OOH marketplace – through state-of-the-art audience location measurement, insights, and market research innovation. Frank has 20 years of media research experience, deriving insights from quantitative and qualitative custom research, syndicated resources and big data. Frank’s agency and business consulting background provide her a thorough understanding of how advertising can drive business results. Her recent work leading the Client Solutions team at Symphony Advanced Media included ground-breaking media measurement, advertising effectiveness research and ROI analysis across channels, including mobile, digital, television, radio and GPS technology. Previously, she held leadership research positions at ZenithOptimedia, FTI Consulting, and CBS Television Distribution. Frank is excited about the opportunities available to the out of home industry through the use of big data and looks forward to “powering a smarter OOH marketplace” at Geopath.