New techno-sensorium improves measurement

Audience measurement for out of home advertising in GB has just become even more accurate. It now better reflects real-world audiences for campaigns. This is thanks to the introduction of Route’s world-leading multi sensor tracking devices (MST). With the rapid expansion of digital signage, we were concerned that a two-tier audience currency may emerge where […]

Can I have a “P” please Bob?

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 […]

Almost everyone is mad, but some can control their madness

Route measures advertising in the public spaces. To sell outdoor ads, we need to understand where people go, how they do so and what the look at whilst doing it. Route has been measuring this since 2013. 2016 saw Route and Ipsos Connect agree a new contract for the provision of out of home audience […]

Mind The Gap

The dust has just about settled on the fallout of the recent General Election where once again, London demonstrated that it thinks and acts just a little bit differently from the rest of Great Britain. Using Route data we’ve dug into the numbers to analyse where there are gaps in behaviours between London and the average Briton. Recent […]