Using Route’s attention‑adjusted impacts at granular levels to reflect true consumer exposure, then model, gap‑fix, and evaluate in context.
TL;DR
- Prioritise exposure over spend: model on Route impacts (visual‑attention‑adjusted) rather than investment alone.
- Plan analysis around OOH’s role (brand vs activation) and ensure sufficient spend to be detectable.
- Proactively address un/partially scored frames with a blended ROI approach where needed.
Download a copy of the Best Practice guidelines here.
Why Route data matters
Route measures impacts that account for viewability (90%+ of the frame), audience dwell, and noticeability along likely paths of travel—yielding a more reliable exposure signal than simple proximity.
5‑step workflow
- Set objectives — Be clear on OOH’s role (sales uplift, brand build, local activation). Include brand metrics in MMM if brand‑led; check spend is sufficient.
- Request the right data — Align with goals; split by time, format, region, static vs digital, and environment (roadside/transport/retail). Capture role of each placement.
- QA on arrival — Validate structure, peaks/troughs, and alignment with spend. Identify unscored or partially scored frames early.
- Fix data gaps — Prefer blended ROI: model scored (impacts) and unscored (spend) separately, then blend. Use proxies only for partially scored formats (e.g., buses, DEPs, taxis, tube/rail panels).
- Evaluate in context — Consider lag effects, creative and targeting quality, digital vs static dynamics, and mixed‑media periods.
Data gaps — decision guide
Blended ROI (Recommended): Split spend between scored and unscored; model scored with impacts and unscored with spend; blend contributions and spend for overall ROI. Best when deployment shapes differ.
Scored‑only ROI (Not recommended): Model only scored frames while keeping total spend; can depress ROI if unscored share is material unless small and consistent.
Proxies (Use with caution): Use for partially scored formats available on Route but lacking specific Frame IDs. Not possible for formats not on Route—treat separately as above.
Quick checklist
- Objectives agreed and measurable (sales and/or brand).
- Route impacts requested at the right frequency and granularity.
- Un/partially scored frames identified and approach chosen (prefer blended).
- Lag structures, creative, and targeting considered in evaluation.
- Cross‑media interactions reviewed and Outdoor‑only periods isolated where possible.
Further Reading: Best practice Guidelines for OOH
