Last month, following significant investment from the industry, Route released out-of-home data for Q4 2022. Route provides independent and robust out-of-home (OOH) audience measurement and this measurement covering public spaces (anywhere the population can walk or drive) is the first of its kind since Covid-19 and it shows OOH is stronger than ever before.

For Skin Communications and our OOH, specialist partner, Mediabridge, the introduction of improved modelling is welcome. Route has applied three new methodology developments for data releases going forward:

  1. Contemporary data, allowing for a change in audience volumes.
  2. Behavioural data, providing a better understanding of pedestrian movement and speed in retail environments.
  3. Visual data, with an improved understanding of how likely we are to see OOH ads in different circumstances.

The net effect, as Route aptly states, is that this provides advertisers with, “the who, what, where and when of outdoor advertising”.

The new data runs are accessible through the Mediabridge planning platform, Bridge. The measurement not only offers a true understanding of audience behaviour across environments but enhances the accountability of investment.

Mediabridge works with our client partners who want to reach audiences creatively and use data to make marketing investment more efficient and personal.

OOH advertising reaches 97% of the population. It is an important part of 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.

Justin Mallinson

Justin Mallinson

Co-founder and Director of Skin Communications