How do we measure audiences?

A valuedstamp of trust.

Elonex uses Route to research and calculate audience numbers across our DOOH advertising estate.

Route is a Joint Industry Currency providing independent and transparent audience analysis of the OOH advertising sector in Great Britain.

Who are

Route is an independent, not-for-profit company and a Joint Industry Currency (JICs) providing audience estimates for out of home advertising. Route data is used to facilitate and evaluate trading of out of home advertising.

The Joint Industry Currencies (JICs) are owned by the industry – advertisers, agencies and media owners – to provide transparent and objective audience measurement for each medium. This data is produced and sold at cost providing both industry accountability and a robust trading currency for each medium.

Elonex helps to fund Route in order for our entire Digital Out of Home portfolio to be independently audited so that advertisers can buy in confidence using accurate audience numbers.

Counting who really seesyour adverts

Route data accounts not just for those exposed to posters and screens, but who really sees them.
The data collection happens continuously through the year. and data tells Route where people travel, when and how often.
Counts of traffic and pedestrians are accurately assigned to specific locations so Route know volumes passing those points.
A unique ingredient feeding into the Route data is the visual attention research. This is derived from a series of eye tracking research projects.

Routemetrics

Reach:

The unique number of people seeing the campaign.

Cover:

The proportion of the target audience who are exposed to the campaign

Impacts:

The total number of times the target audience sees the campaign

Frequency:

The average number of times those exposed to the campaign will see it

Gross Rating Points / GRP:

A measure of campaign effect. Generated by taking the proportion of target market reached and multiplying it by the number of times the ad is seen (useful for cross-channel comparisons).

Find out more about how audiences are measured, by visiting Route, here.