Evolving GB OOH audience measurement
Through advanced technology and data modelling
- Denise Turner - Chief Executive Route Research
- Mark Flood - Global Head of OOH Ipsos
Denise Turner, CEO of Route Research (UK) and Mark Flood Global Head of OOH at Ipsos took the stage to talk through the challenges and developments in the UK market – addressing the key areas of better representing human movement through a deep understanding of pedestrian behaviour, and the very real challenge of representing the most contemporaneous audience volumes as they change and return post COVID restrictions.
In developing contemporary data, Route explored the challenges with Telco and SDK data in the UK over extended periods of time, highlighting key watchouts that need to be understood and addressed when using these datasets in the UK, and stressing the importance of using multiple, interdependent, data inputs to best understand audience volumes over time.
Introducing a far more granular understanding of pedestrian movement has had a hugely beneficial impact on OOH measurement and especially indoor environments like Rail, Mall, Metro and Airport. By using muti-sensor tracking of 25,000 respondents, Rout can now determine both accurate paths through these environments past OOH units, but also the variations in pedestrian speeds that have a significant impact on the delivery of DOOH screens.
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