Route, the audience measurement body for OOH media in Great Britain, has appointed Katherine Almond as non-executive chair of the board. Katherine has a passion for understanding human behaviour and brings a wealth of research and media experience to the not-for-profit Joint Industry Currency (JIC).
As non-executive chair, Katherine will be responsible for maintaining Route’s independence and impartial approach to the industry’s currency. Route is financially underwritten by all the major media owners and specialist media agencies in the OOH sector.
Katherine began her career in media planning and was board director at AMV.BBDO and PHD. Her passion for using qualitative research to develop media strategies, led to a full-time freelance research role for 10 years across a range of B2B and B2C clients. She is currently Head of Insight at Bray Leino.
Katherine is taking over the role in June and replaces Ken New, who is departing the organisation after 19 years.
Gideon Adey, co-chair of the IPAO told us “Ken has overseen a total transformation in the way OOH media is measured moving from poster sites to accountable audience metrics. It has been a great pleasure to work with him. Once again, the OOH medium is advancing in the way it delivers audiences at scale and Katherine brings the enthusiasm and drive to take us through the next evolution of Route to continue accurately measuring audiences in a digitised world”.
Route produces audience estimates for UK out-of-home advertising covering both posters and digital screens. It offers a world leading currency utilising cutting-edge Multi Sensor Tracking devices. These record people’s travel habits and offer unparalleled accuracy. The data it publishes tells subscribers how many people see an advertising campaign and how often they do so. The information is used as the currency for planning, buying, selling, and evaluating advertising investment in the medium. Route is committed to a continuous programme of research and development to meet the evolving needs of the marketplace.