Route is an attention-based currency, meaning that it does not operate on an ‘opportunity to see’ basis (OTS) for advertising, but instead adjusts audiences based on the likelihood of seeing the ads (LTS) which people are exposed to.

As a result of our study, we’ve discovered that impressions are not an adequate measure of OOH audiences. They better equate to the number of spots within a campaign, or the number of ads playing out on screens. As a one to many medium, OOH spots (impressions) can be seen by multiple people, whereas not all digital impressions are seen. This means that they have quite different audience funnel trajectories.

What this means for the data?

This gives an audience measure that goes beyond ‘impressions’ and allows us to determine not just how many ads are displayed on OOH screens, not a count of those exposed to the ads, but instead a measure of those who are actually likely to see the ads which they are exposed to.

Why is this important?

This gives advertisers the truest measure of their advertising audience. It offers transparency in terms of the audience numbers. Advertisers can have confidence in the number of people who actually see their ads, rather than have a chance to see them.

Learn more: https://www.route.org.uk/attention.php