NEWS13 March 2020
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
Insight & Strategy
Columnists
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
UK – Route, the audience research body for out-of-home (OOH) advertising, has launched a new measurement system that includes ‘spot-level’ audience ratings.
The updated currency also uses multi-sensor tracking devices to measure people’s travel habits and estimate how many people have seen an advert, with data at 15-minute levels for digital ads played on posters and screens.
The data will be available from 30th April and is backed by the IPA and ISBA.
Route previously measured digital audiences by share of time that an advert was on a screen, however, this did not account for different ad durations affecting the number of times an ad is broadcast.
James Whitmore, outgoing managing director of Route, said: “We have evolved to ensure our measurement system can provide greater detail on travel habits. The new currency will improve the capability to deliver audience-based planning and trading.”
Whitmore said the out-of-home industry had doubled its investment in the Route measurement system. This has led to “an increased sample of participants and the deployment of ground-breaking passive measurement devices”, added Whitmore.
Chris Daines, chairman of IPAO, said: “Knowing audience levels by quarter hour, for both screens and posters, will give advertisers confidence that they can target their investment so best to maximise their return. Being able to measure individual spots and to plan to 15 minute periods gives us far greater scope to make out of home plans more tailored, flexible and efficient for advertisers.”
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Jen Heape, @VixenLabs: "You should be worried about your entire data footprint. The horse has bolted, but we need t… https://t.co/X9w2UiEvuQ
WPP buys influencer marketing agency Obviously https://t.co/bwRPEKa0i3 #mrx #marketresearch
Merkle to handle Standard Life pensions & savings CX https://t.co/7Sd6BImYFH #mrx #marketresearch
The world's leading job site for research and insight
Hasson Associates
Senior Account Director – FMCG SaaS insights Platform
£60000–70000
The Horticultural Trades Association
Senior Market Research Executive
up to £32,000 DOE
Resources Group
Research Executive – Consumer – Technology led insights Group
£22,000–£26,000 + Benefits
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research are leading providers of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include CATI, . . .
The Market Insight Forum takes place at the wonderful Savoy Place, London on 7 Junehttps://t.co/uK1jTPEpAk Registe… https://t.co/XKVI5XZS8H
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments