The measurement of out of home advertising audiences is simple in theory, yet can be fiendishly complex in practice to carry out. With this in mind we have partnered with our friends at Ipsos Mori to provide some further guidance on good practice in the field of out of home advertising measurement. The second paper […]
New data from Route show a stable picture in the delivery of audiences for the outdoor sector. Under typical conditions, 97% of the population will see out of home advertising every week. 84% of adults will see a digital screen in this time. Route measures audiences for 11,324 digital screens, an increase of 1.3% from […]
With the launch of the new currency, users of Route data will notice some changes. We know that change can be unsettling and so to try and make the transition to the brave new world as smooth as possible, we have produced a handy FAQ document setting out both short and slightly longer answers to […]
New data from Route shows that 98% of people see out oh home advertising each week in Great Britain. The data, which now features a new measure of spot level ratings for digital screens, enables users to calculate the reach and frequency for any/all of the 392,412 frames within the dataset. This gives scope to […]
Route launches improved audience measurement for OOH. April 30th sees the introduction of a new Route, designed to enable the analysis of digital ‘spots’. The new currency incorporates a series of developments which will improve the measurement of out of home advertising in Great Britain, for both posters and screens. There are fundamental changes to […]