This request for proposal is to identify and select potential companies interested in tendering for the next contract for the Route out of home (OOH) audience measurement system, which is expected to come into effect from April 2025, for a minimum period of five years.
This document constitutes an outline brief of the services required. This document should not be taken as a definitive service specification but rather as a description of Route’s requirements, together with some parameters that Route believe must be adhered to.
A list of key questions and more detailed principles are listed in this document following background to Route, and these should guide the responses.
It should be noted that the RFP scope is not exhaustive, and it should be expected that requirements through the course of a prospective may change contract.
In brief, responses are invited for any or all of the following sections of the contract, numbered below:
Data collection and collation - innovation in methodology and sources
Data modelling – managing and integrating bespoke and exisiting sources
Data processing – speed, adaptability, and flexibility
Data access for planning
Provision of a participant level database (key for planning OOH, storytelling and insights about people’s out of home journey behaviour).
A dashboard that allows a view of the audience journey data at a topline level
A single API, with flexibility to provide different levels of access for underwriters and subscribers
Campaign planning and optimisation – a ready reckoner planning tool that allows top level planning for out of home.
We welcome proposals from companies for some or all of parts of the contract, and for interested parties to partner with companies with expertise in these areas but will require credentials from all parties involved.
Partners should indicate which sections they are pitching for, with a rationale for why all or only some of the sections.
In addition, we are expecting to award a separate contract to audit the measurement service, so consideration should be given to provision of data and services to enable a smooth process for the audit. Consideration should also be given to how the outputs from Route can be integrated into cross media solutions – such as Origin, IPA TouchPoints and others but also provision of reliable, regular and stable data to inform effectiveness measurement in econometric models.
Interested companies are expected to respond formally to this RFP no later than Friday 21st April 2023, expressing an intention to respond by Friday 24th March. Expressions of interest as well as submissions should be sent via email to Denise Turner and Euan Mackay. Contact details are available within the RFP document in the download below.
