• New features offer a more contemporary and nuanced understanding of current out-of-home audiences

• Out-of-home advertising still reaches 97% of the population – and 83% of adults see a digital screen each week

Building on its role as the official source of out-of-home audiences in Great Britain since 2013, Route today unveils out-of-home data for Q4 2022. This is the first data to provide advertisers with the who, what, where and when of outdoor advertising since the Covid-19 lockdowns ended.

Route focuses on measuring advertising in public spaces – anywhere where people can walk or drive – and relies on data that is generated from one of the most advanced audience measurement systems in the world.

Route data allows users – advertisers, outdoor media owners and media agencies – to track out-of-home audiences across Great Britain at a time of extraordinary innovation within the medium and changes in consumer travel behaviour.

Key facts:

Working with Ipsos and industry partners the IPA, ISBA and Outsmart, Route has applied three new methodology developments for data releases going forwards.

• Contemporising data to reflect current audiences allowing the currency to account for changes in journey volumes since 2019.

• New behavioural data to better understand pedestrians – most impactful for indoor inventory such as rail stations, shopping malls and the London Underground.

• New visual attention data to better understand how likely people are to see out-of-home media when they are exposed to the ads under different circumstances.

Denise Turner, Chief Executive at Route, said: “This release opens up out-of-home audience measurement in Great Britain as never before. I’m delighted that the significant investment from the industry has come to fruition. This positions the currency as more time sensitive, transparent, relevant and accountable than ever before.”

Justin Cochrane, Chair of out-of-home trade organisation Outsmart, said: “Out-of-home remains hugely important to marketers’ communication strategies so it’s helpful to get a true understanding of how people are behaving and the true audiences our media offer.”

Ali MacCallum, Chair of the IPAO, said: “The whole industry welcomes this important and exciting announcement. It will bring additional answers in the search for accountability of investment and provides an important keystone in understanding audience behaviour.”

For further information contact Denise Turner, Chief Executive at Route at:
deniseT@route.org.uk | @msdeniseturner | @routeresearch

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