Routeis aJointInductry Currencyandprovidesaudiencemeasurementfortheoutofhomeindustry.

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Wemeasureadvertisinginpublicspaces.

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More specifically we measure Outdoor ads in across 14 environments including…

RoadsideBusTubeRailRetail

Indoor shopping centresOutdoor shopping centresSupermarket exteriorsMotorway service areas

AirportsTaxis

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Andacross22differentformats.

- 4sheets- 6sheets- 12sheets- 16sheets- 48sheets- 96sheets- Phonebox- Taxitop- Taxilivery(wrap)- Taxisupersides- Ticketbarrier- Busrear- BusT–side- Busstreetliners (10footand13foot)- Bussuperside- DigitalEscalators- StairsLiftsandescalators

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- Traincards- Tubecarframe- Smallerthan96sheet- Greaterthan96sheet

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Routemeasuresbothclassicpostersitesandalsodigitalscreens.

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Wecurrently reportdowntoindividualdayparts– wehave8intotalacrosstheweek(4weekday/4weekend).

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SohowdoesRouteallcometogether?

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Like allgoodadventures,westartwithamap.ThisadventurestartswithamapofGB.WeuseHEREmapsasourbasis.

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From thereweaddlayersontoit,whereweplotalltheroadandpedestrianlinksonthere,carefullygivingeachandeveryoneit’sownuniqueidentifier.Wecurrentlyhavearound4millionlinksinourcurrentdataset.

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Togetanideaoftrafficand volumesonourroadsandpathwayswe bring invariouscountdata.WetakeincensuslevelcountdatafromDepartmentofTransport(AADF),OfficeofRailRegulationforrailjourneys,TFLandothersuchofficialsources.

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Allmediaownersareresponsibleforuploadingdetailsabouttheir inventoryintodatabasecalledtheinventorymanagementsystem.ThisdatabaseismanagedandrunbyOutsmart.Thedetailsincludeaddedinclude,environment,size,numberoffaces(howmanyadsitcanhold),whetherit’sdigitalor“classic”andalsocriticallyit’sgeoco-ordinatesandwhichwayitfacesrelativetonorth.Thisenablesustoplotthemontoourmap.

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Using someproprietaryvisibilityresearchweareabletodeterminetheareasfromwhichpeoplecanseetheads.Themaximumvisibilityareaiscone-shapedandisbasedsizeofthead.Theadvisibilityitselfidadjustedwithinthealgorithmdependingonthedirectionpeoplearefacingandthespeedwithwhichtheyaretravelling.Anyway… Weaddinthemaximumvisibilityconeswhichmeansweareabletodeterminetheplacesfromwhichitispossibletoseeanad.

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And finally we actually get some real people involved to do our Travel Survey. This helps us get a better idea of how people move around the country.

This is Recruited by CAPI interviewers15 min F2F survey finished with MST meter placedCarry MST meter for fourteen daysIt is sampled to be representative of Great BritainSelf-completion questionnaire - lifestyle, media, shopping, travel etc.

We use a 5 year rolling sample that is constantly in field. This year we will have 7,200 participants carrying the meters.

This gives us details on where and when people move about the country and also where they have contacts with OOH frames.

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SowhydidwechoosetheMSTdevices?ThecorereasonfortheMSTdeviceisthatrecallbasedmeasureswouldsimplybetoodifficultforrespondents.Itwouldnotbepossibleforpeopletoaccuratelymeasurewheretheywentandwhattheysawacrossasingleday,farlessatwoweekperiod.Thereforeapassivemeasureofpeople’smovementwasrequired.

TheMSTdevicedoesjustthis.Itcapturesthelocationofthedeviceonasecondbysecondbasis.Infactitcanreceivedata10timespersecond.Ittracksalltravelandthisincludesspeed.Thisenablesustoaccuratelyplotourrespondentmovementontoourmaps.

Butwhydon’twejustusemobilephones?

Twocorereasons:1. TheGPSsignalinamobilephoneisnotaccurateenoughforthepurposesofwhat

weneed.Thesignaldegradesthefurtherpeoplearefromacelltower.MobileGPScanbeaccuratetoalevelofc.150m.TheMSTdevicebycomparisonisaccurateto2metres.

2. Amobilephonehasotherfunctionality.IfwearetopullGPSsignaldatafromit

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onasecondbysecondbasis,thebatterywouldweardownveryquicklymeaningthatwewouldendupwitha.irritatedrespondentsandb.blanksinourdataset.

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Allthedata,sothecount data,thetrafficintensitydata,theadinventorydata,thevisibilitydata,thesurveydemographicdata,theMSTpeoplemovementdata isfedthrougha highlycomplexalgorithmwhichadjustsforspeed,time,visibility,movement,daylight,illuminationinordertogiveusreachandfrequencymeasuresforall400,000oddOOHframeswhichwemeasure.

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TheresultofthisisthatwecantellgoodpeoplelikeyourselfthecampaignreachoflightTVviewersintheWestMidlands

WecantellthemtheaveragefrequencywithwhichABC1WomeninManchesterwhovisitthegymonceaweekhaveseenit

AndwecangivethemtheGRPsforTopShopperswhotravelbytube….

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Our sampleisrolledupovera5yearbase.Thisgivesusareportingsampleof27,016respondents(wearecurrentlyrefreshingoursampleattherateof7,200peryear).WiththeMSTmetersreportingatupto10timespersecondthismeansanaveragerespondentcreatesupto5.74milliondatapoints givingadatabaseintheregionof155bnrecords.

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But,youknew allthatreallydidn’tyou?Sowhat’snewwithRoute?Well,wehavejustenteredintoanewcontractphasewithIpsoswhichseestwokeydevelopmentstakingplaceinourmethods…

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Thefirstisthatweare goingtogetmoregranularinthelevelofdetailwhichweprovide.Currentlyweonlylookatdayparts,butwiththeriseandriseofDigitalOOHweneedtomovethistosomethingmoreakintospots.We’removingfromthecurrent16daypartsandaimingtoscaleuptobeabletoreportat15minutewindows.

Additionallytothiswearelookingtobecomemoregranularinhowwedefineourlinks,andineffectaregoingtosplitthecurrentlinksintosublinks withamaximumdistanceof30metreswhichwillincreasethecurrentnumberoflinksfrom3.8mtoabout18m.

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Routecurrentlyhasaslightnodtoseasonalityintermsoftheilluminationfactorwhichisdriven

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Perhapsmoretangiblythough,we’reupgradingthemeterswhichweplacewithpeople andaremovingtonewMulti-SensoryDevices.AswellasgivingushighlyaccurateGPSlocationdata,thenewdevicesarefittedwitharangeofextragadgetsandgizmoswhichwillfurtherimproveouraccuracy.Theseinclude:

Magnetometer:aka compass….HelpstodetectyourpositionAccelerometer:monitorsthespeedofmovementBarometer:monitorstheairpressureandsoidentifiesheightGyrosope:detectsmovementandturnstoidentifywhereparticipantisfacing.

Wewantedtoroad-testthenewdevicessobackinDecemberwegaveoneofthedevicestomediajournalistDominicMills…

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Andineffect,westalkedhim…

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Here we show at a second by second level some of the outputs from Dominic’s device

The bit at the start where it all goes a bit mad is his arriving into Waterloo Station by train.

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ZoomingintohistripthroughWaterloowecansee,notjustthathewasatWaterloo,butthathistrainwaspullinguptoplatformtwo.Wecanseethatittakeshim16secondsfromthepointthatthetrainstopstohimbeingoutofthetrainandwalkingatnormalpace.

Wecanthenseethathegetsstuckinacrowdandafterafewquicktwistsandturns,shimmiesthroughandgetsbackuptospeedagainbeforereachingthestairs.

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Wecanalsoseehim Andthenwecantrackhimgoingunderground,fromthedataofthebaromometer inorangeyoucanseethepressurebuildingashegetsdeeperunderground.Havingthislevelofdetailontopofmoreprecisesublinks isgoingtofurtherimproveouraccuracyandabilitytomodelpeopleflows,particularlythroughindoorenvironments.

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Routeis aJointInductry Currencyandprovidesaudiencemeasurementfortheoutofhomeindustry.

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