Route renews Ipsos Connect contract until 2023

The renewed and expanded contract runs until 2023 and will be funded with more than £20 million from the outdoor industry which doubles the amount it is investing in data to gain insight into the increasingly digital out-of-home market.

The information gathered helps Route produce audience estimates for out-of-home advertising including how many, and how often, people see an ad campaign. The audience can be broken down into segments including age, class, lifestyle and shopping habits.

The research has seen £18 million invested in fieldwork and over the six-year period data will be collected from 43,200 people. Each will carry a bespoke multi-sensory tracking travel meter for 14 days to reveal how people move in all public spaces. The new contract begins on 1^st April 2017.

The first data from the expanded research will be available in Route 26, which will be released in Q1 of 2018.

Liz Landy CEO of Ipsos Connect said: “Our new research, which is the largest ever GPS travel survey, will give the most detailed understanding of how people move around in Great Britain. The new multi-sensory tracking will allow us a far richer breakdown on movement, especially in indoor spaces where to date the lack of GPS signal has meant additional, less precise, behaviour models have been required.”

James Whitmore, managing director of Route said: “The increase in funding allows us to expand the research and keep pace with what is a vibrant and fast changing medium.

"We are delighted to be able to extend the precision with which we measure ‘open sky’ environments to incorporate indoor spaces such as the London Underground, shopping centres, railway stations, domestic airports and so on."