Building on its role as the official source of out-of-home audiences in Great Britain since 2013, Route has released 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.