Postar was, until recently, a research body that monitored audience responses to outdoor advertising. Yesterday it re-launched itself as Route, brandishing a £19million out of home study which has been four years in the making.
Route's research partner Ipsos MediaCT commissioned the idea back in 2008, leading to an operation which will revolutionise the marketing industry. The project sent 28,000 people out for nine days, each equipped with a GPS device, and monitored their movements in order to construct an idea of outdoor travel patterns in our daily lives. The study overtakes Postar's 50% coverage and presents a phenomenal 90% analysis of the outdoor stage, outperforming Postar's roadside focus by also exploring bus, air, London Underground, rail and retail areas.
![London Underground Advertising]( "Out Of Home International - Route Replaces Postar")
Route's Managing Director, James Whitmore, says that they "now know who is travelling where, how, when and at what speed", presenting the data equivalent of immortality if you consider how extensively this information can be used to optimise outdoor advertising. Route even goes as extreme as to consider the influence of ambient light on results in addition to natural light availability.
The in-depth investigation concluded that the average person makes eye contact with 27 roadside posters and 14 bus adverts on a daily basis, and a London Underground journey will expose each commuter to an average of 74 ads.
Findings aren't necessarily ones which would have been predicted, for instance it might come as a surprise that 15-17 year olds actually exhibit the slowest speed of 14.34 kmph, compared to the fastest age bracket who flew by at 19.94 kmph - this was in fact 50-54 year olds.
The study can perform incredibly detailed searches, combining fields of age, location, gender, lifestyle and time to discover, for example, how many 35-39 year old male mobile phone users in Yorkshire travel by train between 8am and 9am. This powerful data has the capacity to catapult media planning through every outdoor site. Hopefully Empty13 will see its marketing vision during an uneventful 2013 fulfilled, with the opportunity for innovative advertising presented by Route on a plate.
Route's research partner Ipsos MediaCT commissioned the idea back in 2008, leading to an operation which will revolutionise the marketing industry. The project sent 28,000 people out for nine days, each equipped with a GPS device, and monitored their movements in order to construct an idea of outdoor travel patterns in our daily lives. The study overtakes Postar's 50% coverage and presents a phenomenal 90% analysis of the outdoor stage, outperforming Postar's roadside focus by also exploring bus, air, London Underground, rail and retail areas.
Route's Managing Director, James Whitmore, says that they "now know who is travelling where, how, when and at what speed", presenting the data equivalent of immortality if you consider how extensively this information can be used to optimise outdoor advertising. Route even goes as extreme as to consider the influence of ambient light on results in addition to natural light availability.
The in-depth investigation concluded that the average person makes eye contact with 27 roadside posters and 14 bus adverts on a daily basis, and a London Underground journey will expose each commuter to an average of 74 ads.
Findings aren't necessarily ones which would have been predicted, for instance it might come as a surprise that 15-17 year olds actually exhibit the slowest speed of 14.34 kmph, compared to the fastest age bracket who flew by at 19.94 kmph - this was in fact 50-54 year olds.
The study can perform incredibly detailed searches, combining fields of age, location, gender, lifestyle and time to discover, for example, how many 35-39 year old male mobile phone users in Yorkshire travel by train between 8am and 9am. This powerful data has the capacity to catapult media planning through every outdoor site. Hopefully Empty13 will see its marketing vision during an uneventful 2013 fulfilled, with the opportunity for innovative advertising presented by Route on a plate.