Route provides audience estimates for out of home advertising in Great Britain. In order to achieve this we deploy a hybrid methodology which features state of the art GDPR-friendly passive location tracking. This gives us an idea of where people travel around Great Britain.
Information from this mobility data is combined with volumetric counts of various types including road users, visitors to malls, airports, rail passengers, underground station users, visitors to motorway service areas among others.
By adding information on where the out of home inventory is located it becomes possible to establish how many and who pass through areas from where it’s possible to see the ads.
Finally eye tracking information is used to understand how likely people are to notice OOH ads when they pass by them, on the basis of their path of travel.
These data are brought together and combined in an algorithm to enable the provision of audience metrics for out of home posters and screens.
