Route has improved its measure for digital out of home advertising. It now offers spot level ratings for digital screens. We can better account for the true number of ads that people see rather than concentrating on the number of screens seen and establishing audiences based on the share of voice a campaign has.

This means changes for users and more nuance in the data.

We now provide estimates on the basis of the specific spot durations and the time between plays and can calculate audiences for any ad duration from 1 second through to 1 week.

Below is an interactive visualisation allowing you to explore what this means for the data. It illustrates the variance in audience between schedules of different duration durations but at the same ‘share of voice’. Previously, these¬† would previously have returned the same audience.