New CEO for OOH Audience Research Body Route

In the UK, out-of-home (OOH) audience research body Route has appointed Robert Ray as Chief Executive Officer, replacing James Whitmore who has led the organisation since 2005.

Previously known as Postar (Poster Audience Research), Route publishes data to inform subscribers about how many and what type of people see an advertising campaign, and how often they do so. In March, Route unveiled a digital-led currency offering spot level audience measurement at 15-minute levels for ads played out on any poster or screen. The organisation is underwritten by industry players including specialist media agencies Kinetic Worldwide, Mediacom Outdoor, Posterscope, Rapport Worldwide and Talon Outdoor.

Ray (pictured) previously founded boutique B2B management consultancy conduit5 to help businesses in the media, content, ad tech and research sectors make better marketing and sales connections with brands and their agencies. Prior to this he was MD of PHD's Global Strategy Unit, Marketing Director of The Newspaper Society, and MD of Starcom Worldwide.

In his new role, Ray will use his experience to help Route further develop its offer. He joins on 1st June, replacing Whitmore, who announced his plan to step down earlier this year due to health reasons. Katherine Almond, Chair of Route, comments: 'James has done an outstanding job developing Route into the world-leading audience measurement system that it is, and we are delighted to have secured someone of Robert's calibre to lead the team into the next phase of Route's development. Robert's experience in media agencies, the Newspaper Society and JICREG, along with his industry standing, will be very valuable to us'.

Web site: www.route.org.uk .