• by Joe Mandese  @mp_joemandese, July 6, 2022

Out-of-home audience measurement service Geopath has named Chris Luken senior vice president of product.

Luken, who joins from senior vice president-product development at healthcare-focused digital out-of-home media network PatientPoint, will focus on accelerating and expanding Geopath's suite of audience measurement services.

Prior to PatientPoint, Luken led product strategy and design of cross-platform video measurement products at Comscore, as well as branded content measurement at Rentrak, which was acquired by Comscore.

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.

Geopath did not disclose the explicit nature of Luken's new role, but in a statement, President Dylan Mabin said it is part of the not-for-profit's "strategic vision initiative, which will include a "comprehensive cataloging and inventory auditing across all OOH media formats," as well as "facilitating data interoperability across the OOH and larger media ecosystem."

"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," Mabin stated.