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Route announces new ‘spot level’ ratings for DOOH screens and posters

Route, the audience research body for out-of-home advertising in Great Britain, is today launching an evolved measurement system which offers spot level audience measurement at 15-minute levels for ads played out on each and any poster or screen. This development will mean more scope for advertisers to plan effective and efficient campaigns and ensures the measurement system is fit for purpose within an increasingly digital world.

New world-leading Multi-Sensor-Tracking devices

The updated Route currency provides greater detail on travel habits than ever before, tracking movement outside, inside, above ground or underground, and better reflects the true number of ads which people will actually see. This data will become available from 30th April.

It uses Multi-Sensor-Tracking (MST) devices to offer an accurate understanding of peoples’ travel habits across Great Britain. This is integrated with Route’s Traffic Intensity Model and detailed mapping of every outdoor site in the country, including rail and tube stations, shopping centres, supermarkets, airports, roadside and buses and taxis. Route can now better estimate the audience for every ad played out on each and any poster or screen than ever before.

Spot the difference

Previously, digital audiences were measured by the share of time that an ad was on a screen. This did not consider the fact that different ad durations would affect the number of times an ad is broadcast and the number of impacts that it can generate. This has now changed with the introduction of spot measurement.

The introduction of spot level ratings increases the resolution of Route’s audience provision for advertisers.

One step beyond – measuring who actually sees the ads

Route’s measurement provision is unique. Rather than reporting audiences with an opportunity to see advertising as in other media, Route goes a step further by quantifying those who actually see them. This is informed by visual attention research.