Route has updated the traffic intensity model (TIM) that is central to the calculation of audience measurement for out of home advertising. Why is this important for advertisers? It means that Route’s audience information is based on more precise data, making the estimations more reflective of real-world behaviour. It helps to pull apart the data […]
New data released by Route re-affirms out of home as the most wide-reaching medium in Great Britain. 98% of the population sees it each week. The data also reflects continued investment in new out of home infrastructure. In the last year, the number of digital screens measured by Route has increased by 40%. Digital out […]
New data from Route underlines the growth of digital out of home (DOOH). Investment in digital screens from media owners continues apace. The number of screens measured by Route increased by 7% in the last quarter and by 29% in the last 12 months. Perhaps unsurprisingly, having more digital screens has led to larger audiences […]
Back in 2016, when Route’s contract with Ipsos was renewed, it was agreed that we would evolve to improve a number of key elements of our measurement. The end goal was set to measure spot level ratings for digital out of home by the end of 2020. We are starting to bear witness to some […]
New data released from Route (R26) show that audiences for posters and digital out of home advertising have grown in the last 12 months in terms of the impacts being delivered. The increase in digital impacts reflects the larger number of screens being measured by Route. In the last year, total impacts from digital screens […]