Adrian J Cotterill, Editor-in-Chief
Route, the official source of UK Out of Home audience data since 2013, has this week announced that it has appointed Ipsos and Adwanted to collect, process and output audience data for the UK’s OOH medium.
The move follows a 24-month tender process and features an innovative collaboration, demonstrating Route’s commitment to measure and report data that the industry can continue to rely on for audience reporting and trading.
Denise Turner, CEO at Route told us“We’re delighted to build on our existing partnerships with both Ipsos and Adwanted and look forward to working together with them to now deliver this vision.”
It means that Route data will:
1. Make use of a custom-built mobile app to understand mobility alongside the existing multi sensor tracking devices.
2. Harness the depth and granularity of mobile operator data to understand the connectivity between local areas.
3. Feature leading-edge proprietary data science techniques encompassing the latest in machine learning, generative AI, sequencing models and cloud computing architectures.
4. Build the world’s most advanced synthetic travel and mobility dataset, grounded in real world people’s behaviours
5. Include an activity-based-model that simulates and outputs all journeys that the population make over 365 days and categorise these by different activity types such as commuting, retail, leisure and others.
6. Model people’s movement to and from specific points of interest.
7. Output an even more comprehensive dataset, in the region of x82 current size.
8. Build a centralised API and data tool that ensures a single source of truth for audiences of posters and screens in Great Britain.
9. Enable users greater nuance and granularity in the campaigns they can plan.
10. Report audiences for new inventory within a month of being built.
The major contracts that will make up the Route service from April 2025 are:
- Primary data collection, data modelling and processing by Ipsos. Kelly Beaver, CEO at Ipsos said: “Ipsos has been involved in OOH audience measurement since 2006 when we first worked with Route. For the past 40 years, we have designed audience measurement solutions across many media sectors. We are delighted to work with the Route team and look forward to collaborating with Adwanted to further enhance the gold standard of OOH audience data.”
- New API design and data delivery tools by Adwanted. Greg Grimmer, CEO at Adwanted UK said: “We are excited to work with Route and Ipsos on this innovative development and cement our position in OOH tech solutions. While the new dataset(s) pose significant technical challenges, the team is already working with new technologies to build tools to ensure this important data gets used by more people, more often.”
We are told that this new solution will feature proprietary generative AI and machine learning. It will output a synthetic dataset representing the travel habits of the population and their journeys for every day of the year – for instance, commuting versus shopping trips.
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