Geodemographic data and the outdoor advertising industry

Filed in: General News

June 30, 2017

We’re delighted to announce the latest phase of our relationship with Route Research Ltd; who have incorporated our P2 People & Places (P2) geodemographic data into multiple delivery systems used by key businesses in the outdoor advertising industry.

Route Research Ltd logoRoute Research Ltd produce audience estimates for out-of-home advertising in the UK. Audience estimates enable subscribers to understand what type of people see out of home (OOH) campaigns and how often. This information provides a currency for valuing, planning and trading advertising investment.  It’s the media currency for an industry with a turnover of more than a billion pounds a year. Learn more about the work we did for OOH in the Netherlands.

Outdoor advertising is about communicating with people when they leave home. To understand outdoor audiences you need to find out where people go when they leave home, which is called mobility research.

P2 is a geodemographic classification that categorises people by the neighbourhoods where they live. Combining P2 geodemographic data with mobility research provides Route Research Ltd subscribers with detailed descriptions about the types of people that will see advertising boards (Faces) in different locations.

Our relationship with Route Research Ltd continues to grow and their underwriters and subscribers now have access to P2 data for mobility research. P2 data is accurate, detailed, and relevant, and adds real value and an additional choice for their analysis”. Karen Douglas, Beacon Dodsworth Commercial Director.

Visit P2 People & Places to learn more about our geodemographic data.

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