Route has renewed its out of home (OOH) advertising research project for another six years to enable the industry to access its insights and data to help better plan campaigns.
The £20m of founding from the OHH industry is part of a new contract which will begin in April 2017. Over the six year period data will be collected from 43,200 people who will carry a bespoke multi-sensory tracking travel meter for 14 days to reveal how people move in all public spaces.
From the data collected the project will allow planners access to far more granular information, even when concentrating on a small geographic area and on the underground when GPS would usually cut out.
The research will also involve a new detailed mapping for indoor venues such shopping malls and train stations which will planners to more accurately understand how people move around in these areas and which displays will be most effective for their campaign
The current underwriters of Route, the specialist media agencies, Kinetic, Mediacom Outdoor, Posterscope, Rapport and media owners, Clear Channel Outdoor, Exterion Media, JCDecaux and Primesight have been joined by Talon Outdoor for the new deal.
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 an fast changing medium. Advertisers use our data to understand how people move around in public spaces, both indoors and out.
“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. The rise in investment demonstrates the importance that the industry places on providing advertisers with a state-of-the-art audience measurement system.”