Clear Channel Airports (CCA) is rolling out a new audience impressions methodology that will give advertisers a more precise analysis of a consumer’s advertising journey as they traverse an airport.

The new impressions methodology leverages tools from Geopath, an independent organization that created the industry-standard and accepted currency for Out-of-Home (OOH) media in the U.S.

Instead of measuring campaigns solely by passenger count, CCA can now give advertisers a greater understanding of audience behavior and a consumer’s likelihood of consuming ad media in an airport, resulting in a more qualified level of impressions in each airport. It can also factor in the placement of each unique media display along with a traveler’s time spent and movements throughout the airport to render overall impressions.

The data will become available to airport advertisers through the parent company Clear Channel Outdoors’ suite of campaign planning, amplification and measurement solutions. CCA said the new methodology will be introduced at U.S. airports through the rest of 2020 and into 2021.

“We believe in the airport media space and our investments in data and innovation are raising the bar on measurement to ensure greater transparency and results for our brand partners,” said Morten Gotterup, president, CCA. “As travel continues to ramp, our advertisers will benefit from these insights by realizing the true reach and effectiveness of their campaigns.”