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 […]
Digital out of home (DOOH) now offers more opportunities for advertisers to reach audiences than ever before, thanks to continued investment into digital screens. New data from Route demonstrates that digital screens generate 36% more impacts than they did 12 months ago. This means that over 1 billion impacts are now seen through 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 […]
Digital out of home (DOOH) is buoyant. It continues to increase audiences and revenues. However, some have argued that it is yet to define its real purpose and place in the marketing mix. That was my takeout from the recent Mediatel OOH Summit. In classic marketing theory, there are four Ps – product, price, place […]