Route invites pitches for new measurement system design

Route, the out-of-home (OOH) audience measurement body, has issued a Request for Proposal (RfP) to partners to design a measurement system.

Ipsos has been Route’s partner since 2008 and its contract was extended in 2022.

However, Route has a “responsibility to explore all OOH measurement expertise in the market” given the evolution of technology and digital screens in OOH inventory.

The new contract will come into effect in 2025 and run for a minimum of five years.

The RfP will cover how to collect and collate travel and OOH exposure data; how to process the data in the most optimal manner; how to model the data to produce reach and frequency estimates for all posters and screens in GB; and how to output the data in the most accessible manner.

Denise Turner, CEO at Route, said: “We’re delivering greater insight into out-of-home as a result of investment in and improvements to the currency than ever before. Yet now is the time to take the next step and seek out partners to help us go even further and provide greater innovation and time sensitivity from Route. This is crucial given the quick measurement of newly-built inventory is key for our users.”

Interested parties are asked to apply by next month.

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