OOH Ad Targeting Deal for Kantar and Route

Kantar has announced a partnership combining its TGI consumer data with insights from out-of-home (OOH) audience measurement business Route, to launch a new ad buying platform promising highly targeted campaigns.

The new joint platform will allow refined audience profiling and enhanced ad targeting opportunities when planning and buying out-of-home campaigns. More than 450 data points from TGI - covering media consumption, lifestyles, attitudes, retail habits and life events - will be added to those already available on Route.

Route provides the UK's joint industry currency (JIC) for OOH, and is backed by media owners Clear Channel, JCDecaux and Global. Previously known as Postar (Poster Audience Research), the organisation publishes data to inform subscribers about how many and what type of people see an advertising campaign, and how often they do so.

Sarah Sanderson, Kantar Media Director - Insights & TGI, UK & Ireland comments: 'This new platform allows clients to buy the exact, refined out-of-home audiences that they identify in TGI direct from Route, without any adjustments or translations and knowing that none of the time invested in pinpointing and understanding consumers will go to waste'.

Route CEO Robert Ray (pictured) says the JIC is 'always seeking to make the buying and selling of out-of-home audiences as effective and efficient as possible for media owners and agencies alike'.

Web sites: www.route.org.uk and www.kantar.com .