The move follows a 24-month tender process and features an innovative collaboration, demonstrating Route’s commitment to measure and report data that the industry can continue to rely on for audience reporting and trading.
The new solution will feature proprietary generative AI and machine learning. It will output a synthetic dataset representing the travel habits of the population and their journeys for every day of the year - for instance, commuting versus shopping trips.
It means that Route data will:
- Make use of a custom-built mobile app to understand mobility alongside the existing multi sensor tracking devices.
- Harness the depth and granularity of mobile operator data to understand the connectivity between local areas.
- Feature leading-edge proprietary data science techniques encompassing the latest in machine learning, generative AI, sequencing models and cloud computing architectures.
- Build the world’s most advanced synthetic travel and mobility dataset, grounded in real world people’s behaviours.
- Include an activity-based-model that simulates and outputs all journeys that the population make over 365 days and categorise these by different activity types such as commuting, retail, leisure and others.
- Model people’s movement to and from specific points of interest.
- Output an even more comprehensive dataset, in the region of x82 current size.
- Build a centralised API and data tool that ensures a single source of truth for audiences of posters and screens in Great Britain.
- Enable users greater nuance and granularity in the campaigns they can plan.
- Report audiences for new inventory within a month of being built.
The major contracts that will make up the Route service from April 2025 are:
- Primary data collection, data modelling and processing by Ipsos
- New API design and data delivery tools by Adwanted
Denise Turner, CEO at Route said:
“We’re delighted to build on our existing partnerships with both Ipsos and Adwanted and look forward to working together with them to now deliver this vision.”
Kelly Beaver, CEO at Ipsos UK and Ireland said:
“Ipsos has been involved in OOH audience measurement since 2006 when we first worked with Route. For the past 40 years, we have designed audience measurement solutions across many media sectors. We are delighted to work with the Route team and look forward to collaborating with Adwanted to further enhance the gold standard of OOH audience data in Great Britain.”
Greg Grimmer, CEO at Adwanted UK said:
“We are excited to work with Route and Ipsos on this innovative development and cement our position in OOH tech solutions. While the new dataset(s) pose significant technical challenges, the team is already working with new technologies to build tools to ensure this important data gets used by more people, more often.”
Euan Mackay, Chief Strategy Officer at Route said:
“This will deliver meaningful benefits for users of Route data, bringing an even greater understanding of people’s movements, the ads that they are exposed to and see. It will also increase the planning options and improve turnaround times for measuring audiences of new inventory, making OOH campaigns more accountable and transparent.”
Ian Wyatt, Route's Chief Information Officer, said:
“Route’s new solution will utilise best-in-class data architecture to ensure the most efficient centralised access to the data for all. The new API will give stronger data governance through the creation of a standard single version of the truth for OOH audiences in Great Britain."
For more information please contact: Denise Turner, CEO, Route.
About Route: Founded in 2013, Route is the Joint Industry Currency providing Great Britain’s out-of-home medium with audience data for adults aged 15+. Our research is governed by outdoor IPA members, ISBA and Outsmart vendors. Reports are published quarterly, providing audience data for c400,000 posters and screens in Britain. https://www.route.org.uk
About Ipsos: Founded in France in 1975, Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing nearly 20,000 people. https://www.ipsos.com
About Adwanted: Adwanted UK is the UK’s leading provider of media tech, data and thought-leadership, with a portfolio of trusted data planning services, pioneering audio and OOH software and global must-attend events. https://uk.adwanted.com/
