Measurement

Route’s measurement of exposure to out-of-home (OOH) advertising is the bedrock for a range of further analyses which extend through the marketing funnel.

OOH Effectiveness throughout the Marketing Funnel

1. Exposure
   Route provides this core measure to establish who had a realistic opportunity to see the ad. Also included are contextual factors like location, movement, time of day and quality of exposure.
   
   
2. Attention
   Route can measure how likely people were to actually notice the ad, by incorporating factors like dwell-time and visibility; this way we move beyond impressions to attentive reach.
   
   Additional survey research or sensor information can further extend the richness of the data.
   
   
3. Consideration
   OOH influences consumers beyond the moment of exposure, prompting store visits or online searches. These changes in interest and intent can be tracked, as can traditional measures like brand consideration.
   
   
4. Action
   For some campaigns it’s possible to connect OOH exposure to real-world actions — such as store visits, web purchases or claimed actions — using privacy-safe, aggregated modelling. The coupling of sensors in retail areas and store card data has been an effective means of doing this.
   
   
5. Effectiveness
   Finally, all the data is brought together to understand incrementality, efficiency, and return, helping brands optimise media investment with confidence. Typically this is done through specific incrementality tests or through full scale econometric modelling.
   

Effectiveness Metrics