Route Seeks Bids for Posters and Screens Contract

British Out-Of-Home (OOH) measurement body Route has issued an invitation for partners to design a measurement system for out-of-home advertising on posters and screens across Great Britain.

Previously known as Postar, Route focuses on measuring advertising in public spaces, allowing users - advertisers, outdoor media owners and media agencies - to track out-of-home audiences across England, Scotland and Wales. The new system will build on Route's ability to measure digital spots across screens, which was first added to the currency in 2020.

The Route contract was awarded to its current partner Ipsos in 2008, and most recently extended in 2022. Key aspects of the RFP will cover how to collect and collate travel and OOH exposure data, how best to process it, model it to produce reach and frequency estimates for all posters and screens in Great Britain, and output it in the most accessible way.

Route CEO Denise Turner comments: 'We're delivering greater insight into out-of-home than ever before as a result of investment in and improvements to the currency. Yet now is the time to take the next step and seek out partners to help us go even further and provide greater innovation and time sensitivity from Route. This is crucial given the quick measurement of newly built inventory is key for our users'.

Interested parties are being asked to submit responses by April 2023, and the contract will come into effect in 2025 and run for a minimum of five years. Further information about the contract can be accessed by contacting deniset@route.org.uk .

Web site: www.route.org.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.