Driven by significant growth from digital out of home screens, new audience data released by Route paints the picture of an industry in rude health.
98% of the adult population in Great Britain will see an out of home advert, whether a poster or a screen, each week.
At the forefront of the strong industry performance is the continued growth of Digital Out Of Home (DOOH). With continued investment in new screens, Route now measures more digital impacts than ever before.
Each week, 1.1bn digital impacts* are now seen by people across Great Britain. This is an increase of 11.1% in the last three months and 36% in the last year. 68% of the population will now see a digital screen at least once, each week.
Euan Mackay, General Manager of Route commented “The data show another strong performance for digital out of home with a lot of new screens being included in the measurement system which is helping to increase the audience. It’s also encouraging to see the distribution of these screens spreading further meaning that advertisers can take advantage of all the benefits of digital ads such as movement and environmentally contextual triggers on an even wider scale than ever before”.
As a broadcast medium reaching 98% of the population, out of home successfully provides advertisers scope to reach any and every demographic at scale. The urban clustering of digital screens however means that those exposed to digital out of home ads tend to be slightly younger and more affluent than the average. 37% of digital impacts are seen by 15-34s and 63% by ABC1s.
*Digital impacts calculated at a 100% share of voice (i.e. one advertiser taking all the air time on every digital screen in GB for an entire week)