Route announces new ‘spot level’ ratings for digital screens and posters

Route, the audience research body for out-of-home advertising in Great Britain, is today launching an evolved measurement system which offers spot level audience measurement at 15-minute levels for ads played out on each and any poster or screen. This development will mean more scope for advertisers to plan effective and efficient campaigns and ensures the measurement system is fit for purpose within an increasingly digital world.

See here for a quick reminder of how Route comes together…

New world-leading Multi-Sensor-Tracking devices

The updated Route currency provides greater detail on travel habits than ever before, tracking movement outside, inside, above ground or underground, and better reflects the true number of ads which people will actually see. This data will become available from 30th April.

It uses Multi-Sensor-Tracking (MST) devices to offer an accurate understanding of peoples’ travel habits across Great Britain. This is integrated with Route’s Traffic Intensity Model and detailed mapping of every outdoor site in the country, including rail and tube stations, shopping centres, supermarkets, airports, roadside and buses and taxis. Route can now better estimate the audience for every ad played out on each and any poster or screen than ever before.

Spot the difference

Previously, digital audiences were measured by the share of time that an ad was on a screen. This did not consider the fact that different ad durations would affect the number of times an ad is broadcast and the number of impacts that it can generate. This has now changed with the introduction of spot measurement.

The introduction of spot level ratings increases the resolution of Route’s audience provision for advertisers.

One step beyond measuring who actually sees the ads

Route’s measurement provision is unique. Rather than reporting audiences with an opportunity to see advertising as in other media, Route goes a step further by quantifying those who actually see them. This is informed by visual attention research.

The newly evolved currency is backed by both the IPA and ISBA.

James Whitmore, outgoing MD of Route said, “We are excited to now be able to determine, with pinpoint precision, who is exposed to advertising and crucially for how long. We recognised the rapidly changing nature of the market and have evolved to ensure our measurement system can provide greater detail on travel habits than ever before. The new currency will improve the capability to deliver audience-based planning and trading. This in turn will drive effectiveness and efficiency. These developments have been made possible by the out-of-home industry doubling its investment in our measurement system which has meant an increased sample of participants and the deployment of ground-breaking passive measurement devices.”

Chris Daines, Chairman of IPAO said of the new data, “Knowing audience levels by quarter hour, for both screens and posters, will give advertisers confidence that they can target their investment so best to maximise their return.  A trusted currency that evaluates all out of home audiences from the same standpoint whether thats posters, screens or ads on buses or taxis is really beneficial when planning our campaigns. Being able to measure individual spots and to plan to 15 minute periods gives us far greater scope to make out of home plans more tailored, flexible and efficient for advertisers.”

Justin Cochrane, Chairman of Outsmart commented that Media owners are investing in new digital inventory alongside new gold-standard measurement, allowing advertisers to understand audiences at an even more granular level. The developments at Route signal a new dawn for the medium, building upon the trust advertisers place in Out of Home because of its reach, creativity, flexible planning, accountability and effectiveness.”

Of the launch, Belinda Beeftink, Research Director at the IPA saidIn an era of data overload and sometimes scant regard for the veracity of much of the data that is used, Route’s approach in utilising state of the art passive measurement is to be applauded. Techniques to track a properly representative sample of the population enables trust in the numbers. It’s important that everything has been done in an open and transparent way. It’s reassuring to know that each step of the process has been exposed to scrutiny and subject to questioning. Everything possible has been done to engender trust. This is exactly what we would expect of any JIC. “ 

Bobi Carley, Head of TV & Video, ISBA commented that Having trusted, reliable and independent audience information available for out of home advertising gives confidence to advertisers when allocating their budgets. It means we know exactly what each campaign will deliver. Having data available at such granular spot levels could prove to be the key to advertisers unlocking a greater degree of automation in planning out of home campaigns.”

Route is underwritten by the industry, including specialist media agencies, Kinetic WorldwideMediacom OutdoorPosterscopeRapport Worldwide and Talon Outdoor. The media owner guarantors are Clear Channel OutdoorExterion MediaJCDecaux and Global.

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