NEWS24 January 2023

Route adds metrics to OOH data

Media News UK

UK – Out-of-home advertising audience research organisation Route has updated its data to include three new metrics, as part of its research findings for the fourth quarter of 2022.

Piccadilly Circus

Route’s research, published quarterly, measures out-of-home advertising in public spaces.

The Q4 2022 release is the organisation’s first data published on OOH since the end of Covid-19 restrictions. According to the latest data, 83% of GB adults see a digital screen each week.

Route has developed the new metrics with Ipsos and industry partners the Institute of Practitioners in Advertising (IPA), Incorporated Society of British Advertisers (Isba) and out-of-home trade organisation Outsmart.

The new metrics are: contemporisation of data to reflect current volumes; behavioural data to better understand traffic in retail environments; and visual data to update how likely people are to see out-of-home media.

As part of the changes, Route now includes information on pedestrians’ speed of travel, based on multi sensor tracker data, with the data able to identify three pedestrian behaviours – walking, wending or waiting.  

Denise Turner, chief executive at Route, said: “This release opens up out-of-home audience measurement in the UK as never before. I’m delighted that we have invested in the currency to make it even more transparent, relevant and accountable.”

Justin Cochrane, chair of out-of-home trade organisation Outsmart, said: “Out-of-home remains hugely important to marketers’ communication strategy so it’s helpful to get a true understanding of how audiences are behaving.”