There are numerous methods for measuring out of home media effectiveness, usually in relation to OOH viewing compared to radio listenership, television viewership, newspaper and magazine readership, and internet usage. OOH metrics often includes demographic and psychographic information to help advertisers determine who is being exposed to advertising, rather than how many people are being exposed to a message. A cornerstone of OOH metrics is Geopath's Audience Measurement Ratings. They are a standardized, quantitative and reliable measurement that is consistent with other common media metrics.