What we do
Route provides audience estimates for out of home advertising in Great Britain. Our data accounts not just for those exposed to posters and screens, but who really sees them. Route is a not-for-profit company and a Joint Industry Currency. Our data is used to facilitate and evaluate trading of out of home advertising.
Joint Industry Currency
The Joint Industry Currencies (JICs) are owned by the industry – advertisers, agencies and media owners – to provide transparent and objective audience measurement for each medium. These data are produced and sold at cost providing both industry accountability and a robust trading currency for each medium.
Who We Work With
Ipsos
Ipsos undertake the project from start to finish, overseeing fieldwork and developing bespoke modelling. One of Ipsos’ subsidiary companies MGE Data is responsible for the geo-spatial elements of the work. Ipsos also deliver many similar projects, including the BARB, RAJAR and AMP (nee NRS) currencies.
Meet the team
Denise Turner -
Chief Executive Officer
Appointed Chief Executive in July 2022, Denise leads the team at Route. Denise was most recently the Director of Research and Insight at Newsworks. She is known for having a deep expertise in media research, having previously held roles as chief insight officer at Havas Media Group and head of research at Starcom, as well as being a fellow of the IPA.
Katherine Almond -
Non-Executive Chairperson
Katherine is responsible for maintaining Route’s independence and impartial approach to the industry’s currency. Katherine began her career in media planning and was board director at AMV.BBDO and PHD. Her passion for using qualitative research to develop media strategies, led to a full-time freelance research role for 10 years across a range of B2B and B2C clients.
Euan Mackay -
Chief Strategy Officer
Euan is responsible for ensuring things run on time while conducting analysis and communicating insights from the data. His role is to help keep Route relevant and ensure it remains current and accessible in the minds of stakeholders.
Ian Wyatt -
Chief Information Officer
Ian manages and oversees the vast Route database. He is also responsible for the data validation process, ensuring that the Route currency is of the highest standard.
Aidan West -
Data Engineer
Aidan joined Route in September 2023 to fill a newly created role with a remit to help automate, wrangle and surface Route’s audience data in the most accessible manner. He holds a Masters in Data Science and has expertise in programming and cloud computing.
Eda Incekara - Marketing and Insight Manager
Eda joined Route in November 2023 in a new role focusing on expanding Route’s insight resource. She helps to decode nuggets from the data and spread the word of Route to a wider audience.
Katherine Page -
Technical Consultant
Katherine Page advises on all technical aspects of the research, overseeing fieldwork, modelling and validation.
Privacy.
Privacy is really important to us here at Route.
Click here to read about some of the steps we take to ensure your details are kept safe and secure.
Our partners Ipsos act as our data controllers and as such take a number of steps to ensure data compliance.