Audience

Route is the Joint Industry Currency tasked with providing audience measurement estimates for out of home advertising in Great Britain.

The data which Route outputs is capable of estimating audiences for OOH campaigns of any size from a single ad on a single screen to a multi-environment, multi region campaign spanning up to 52 weeks.

The audience metrics which Route produces are similar, but not defined exactly the same as those used in other media as Route measures are based on people being likely to see the ads, rather than simply exposed to them.

Core Audience Metrics

Route outputs five metrics with which people can evaluate their OOH campaigns:

1. Reach: the unique number of individuals seeing the campaign
2. Cover: the proportion of the target audience who are exposed to the campaign
3. Impacts: the total number of times the target audience sees the campaign
4. Frequency: the average number of times those exposed to the campaign will see it
5. Gross Rating Points (GRPs): measure the total exposure of a campaign, calculated as the percentage of the target audience reached multiplied by frequency.

The most commonly used metric is ‘impacts’ which typically provide the basis for trading, though these tend to be balanced by implementing caps on ‘frequency’.

Note: OOH impacts from Route are not a direct comparison to ‘impression’ measures quoted by digital advertisers. Impressions are not a human measure and instead are a count of ads broadcast. 

For more information on impacts vs impressions see here.