New data released today (8th March) by Route show that the audience of out of home advertising has increased in the last quarter. Growth is seen for both digital screens and posters.
Following sustained investment in new inventory, the audience for digital out of home (DOOH) continues its recent growth. DOOH now offers advertisers 60% weekly cover of adults in GB, up from 51% in the previous quarter. This increase is driven by a 17% rise in digital inventory measured by Route. In total, audience data are now provided for 6,820 digital screens.
Digital inventory remains an attractive option for advertisers wanting to reach various commercially appealing audiences including ABC1s (63% weekly GB cover – up from 56%), 18-34s (63%, up from 55%) and main shoppers (58% reached weekly, up from 50%).
The urban clustering of digital inventory also means that it can offer higher cover of geographically targeted audiences. For instance, each week DOOH reaches 94% of Londoners, 86% of people in Birmingham, 79% of Glaswegians and 60% of those in Greater Manchester.
The growing audiences for out of home are not limited to digital sites, with increases noted in posters too. For instance, a one week roadside campaign may generate between 7-10% more impacts than in R25 depending on the campaign weight. Similarly, campaigns in rail stations have increased their unique reach by between 4-6% on average.
Also new to Route in this release is the launch of a new ad format, the lamppost banner, which introduces to advertisers a new audience of 1.1million adults across London, South East and Birmingham.
The new Route data now include a larger refreshed sample as well as updates to both populations and traffic counts. This is the first report to feature readings from the new Multi Sensor Tracking meters. It has led to an improvement in the accuracy of the survey and increased the travel distances being recorded for participants.