Route Adds 'Spot Level' Audience Measurement

In the UK, out-of-home (OOH) audience research body Route has launched a measurement system which offers 'spot level' audience measurement at 15-minute levels for ads shown on any digital poster or screen, in order to pinpoint who is exposed to ads and for how long.

Previously known as Postar (Poster Audience Research), Route publishes data to inform subscribers about how many and what type of people see an OOH advertising campaign, and how often they do so. Previously, digital audiences were measured by the share of time that an ad was on a screen; without considering that different ad durations affect the number of times an ad is broadcast and the impact it can generate.

The new 'spot level' ratings will account for people who see more than one ad in a single exposure to a screen, and overall 'better reflect' how many digital ads consumers really see in an average day. The system uses multi-sensor-tracking (MST) devices to offer an understanding of peoples' travel habits across Great Britain. Resulting data is integrated with Route's Traffic Intensity Model and detailed mapping of every outdoor site in the country, including rail and tube stations, shopping centres, supermarkets, airports, roadside and buses and taxis.

All the new data will be available from 30th April. James Whitmore (pictured), outgoing MD, comments: 'The new currency will improve the capability to deliver audience-based planning and trading. This in turn will drive effectiveness and efficiency. These developments have been made possible by the out-of-home industry doubling its investment in our measurement system which has meant an increased sample of participants and the deployment of ground-breaking passive measurement devices'.

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.