In order to conduct our ground-breaking and robust research and to make the OOH audience data available in a meaningful way, Route has three key partners.
Ipsos is the main research partner and are responsible for much of the heavy lifting of Route’s methodology. They conduct the face-to-face research, process a magnitude of geo-spatial mobility data and produce and co-ordinate the various models and algorithms that transform the raw data into usable information. Ipsos is a leading voice in audience measurement both here in Great Britain and globally.
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Adwanted is a leading provider of media technology, data and thought leadership and has two systems which Route utilises. AdWanted is responsible for the management of the ‘SPACE’ inventory management database from which Route extracts asset details at the start of our processing. Additionally they provide an API which enables analysts to query the Route dataset.
Separate to Route, but still in the realm of OOH advertising, AdWanted also manage the Playout verification system which provides quality assurance around the ads which are broadcast on digital OOH screens.
Lumen is an attention technology company and are Route’s partner in providing eye tracking information which enables us to account for how likely people are to notice OOH advertising.
Lumen is a pre-eminent leader in ‘attention’ research and has a wide range of expertise across various media. They are at the forefront of the evolution of the ‘attention economy’ in media planning and buying.
