Route is an independent not-for-profit company which acts as a Joint Industry Currency for the Out of Home advertising industry.
Route is in fact owned by the industry – advertisers, agencies and media owners.
The remit is to provide transparent and objective audience measurement for the medium. These data are produced and sold at cost providing both industry accountability and a robust trading currency.
Route is financially underwritten by seven key industry stakeholders who agree to find the entirety of the Route research contract which typically runs over a 5+ year period.
Media owners fund 75% of Route, with agencies providing the remainder.
The Route Board is comprised of the underwriting stakeholders with additional representation from Outsmart (on behalf of other media owners), the IPA representing the wider agency landscape and ISBA representing advertisers.
