Route provides a measure not just of who is exposed to OOH ads but who is actually likely to have seen them. This is a significant difference to online impressions where not all impressions are even viewable, far less actually viewed which is why impacts and impressions are not an equal measure.

Work from our friends at Lumen Research demonstrates the scale of ‘wastage’ in terms of unseen impressions for ads on desktops and mobiles. Clearly this is not something we need to be concerned about with ads on posters and screens thanks to the visibility adjustment process which Route implements within its calculations.

More more information on this, get in touch with me - euanm@route.org.uk