Back in 2008, Ipsos started on a journey to accurately measure and report audiences to a diverse range of Out of Home (OOH) media around Great Britain. Over the years the system, now called Route, has expanded and deepened, to the point where (towards the end of 2018) it reported audience data on more than 380,000 advertising frames across the country.
Ipsos believes Route to be the template for OOH measurement going forward. It provides a foundation for moving towards accurate measurement and reporting of digital OOH.
In this brochure we unpack our 5Ms for accurate OOH advertising measurement.