OOH Measurement Body Route Launches Three New Data Sets

UK out-of-home (OOH) measurement body Route has been working with Ipsos and industry partners IPA (Institute of Practitioners), ISBA (Incorporated Society of British Advertisers) and out-of-home trade association Outsmart, to apply three new methodology developments for its data releases.

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 Great Britain. News of the new developments follows the release of Route's fourth quarter 2022 data set.

According to the organisation, the three new data sets offer a more 'nuanced' understanding of current out-of-home audiences, including contemporisation of data, to mirror current volumes. In addition, behavioural data has been added, with information on pedestrians' speed of travel, based on multi sensor tracker data at indoor inventory such as rail stations, shopping malls, and the London Underground; and visual data is now included, to better understand how likely people are to see out-of-home media, when they are exposed to the ads under different circumstances.

CEO Denise Turner (pictured) comments: 'This release opens up out-of-home audience measurement in Great Britain as never before. I'm delighted that the significant investment from the industry has come to fruition. This positions the currency as more time sensitive, transparent, relevant and accountable than ever before.'

Web site: www.routeresearch.org.uk .