Route Audience Measurement more robust than ever before
Last week, following significant investment from the industry, Route released out-of-home data for Q4 2022. This measurement of out-of-home audiences in public spaces (anywhere the population can walk or drive) is the first of its kind since Covid-19 and it is stronger and more robust than ever before.
For us at Mediabridge, the introduction of improved modelling is welcome. Route has applied three new methodology developments for data releases going forward:
Contemporary data, allowing for a change in audience volumes
Behavioural data, providing better understanding of pedestrian movement and speed in retail environments
Visual data, with improved understanding of how likely we are to see OOH ads in different circumstances
The net effect, as Route aptly states, is this provides advertisers with, “the who, what, where and when of outdoor advertising.”
All of which is good news for our agency partners and clients. The new data runs are accessible through our Mediabridge planning platform, Bridge. The measurement not only offers true understanding of audience behaviour across environments, but also accountability of investment.
Whilst the changes have varying effects on environments and formats, the power of data can improve the advertiser’s strategy - offering accessibility, transparency, accountability and time sensitivity.
This gets to the heart of why we founded Mediabridge and what we do. We work with brands who want to reach audiences creatively and use data to make marketing investment more efficient and personal.
Out-of-home advertising reaches 97% of the population - it is hugely important in the media mix. And, as market confidence returns, market understanding is ever more paramount. So, well done to all at Route, Ipsos, the IPA, ISBA and Outsmart for enhancing the audience estimates and data accounts.
We are presenting these changes and our views to all our clients. If you’d like to understand more, get in touch.
Our mission is to make out of home media accessible, transparent and accountable through technology.