Route is the Joint Industry Currency, providing Great Britainʼs out-of-home advertising (OOH) medium with audience data for adults aged 15+.
The audience information which we supply means that we provide the industry with data on who sees advertising on posters and digital screens.
Route is a global leader in OOH measurement. Our methodology has evolved over time and has moved beyond the supply of “viewable” impressions, or “Opportunity To See” the ads. Rather, our approach incorporates measures of attention into the metrics we publish so as to report on those “likely to see” the ads. The result of which is more meaningful data for those using Route to plan and buy their campaigns. In this respect, OOH and Route are ahead of the curve in providing tradable data on who sees the ads they are exposed to.
A culture of innovation means we are constantly working to improve our design and deliver ever-more trusted, independent data.
The current methodology features a hybrid travel survey whereby people agree to carry a tracking device that passively records their GPS location on a second-by-second basis for a two-week period. This data is combined with a comprehensive demographic and lifestyle questionnaire, eye tracking information and a myriad of volumetric data to enable us to understand who sees what OOH ads and how often they see them.
The outcome is data that projects audiences for around 400,000 posters and screens in Great Britain. These are updated on a quarterly basis.
To find out more about how we bring Route data to life through topical insights, please select the News & Views section.
