Gideon Adey, Co-Chair of the IPA’s Outdoor Advertising Group (IPAO), has welcomed the appointment of Katherine Almond as non-executive chair to the board of Route, the audience measurement body for OOH media in Great Britain.
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.
Ken New on his departure: “Route has come a very long way over recent years and, without doubt, leads the world in the provision of sophisticated OOH audience research. It’s the ideal time for ‘fresh eyes’ to help move Route forward to meet that challenge. I’m very proud of where Route is and I’m delighted that Katherine is going to help James Whitmore and the team to take it forward to the next level.”
Katherine Almond on her new role: “Route is a world-leading piece of research, but the world of outdoor is changing before our very eyes, as screens take over from traditional posters. There are, quite rightly, some serious questions being asked about the audience delivery of some digital channels. We need to ensure that OOH rises above this and continues to be served by best in class research, delivering the accountability that clients and agencies need. I have always been passionate about the OOH medium and I am really looking forward to working with Route to meet these complex challenges over the next few years”
Gideon Adey, co-chair of the IPAO explained “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.
Justin Cochrane, Clear Channel CEO and Chair of Outsmart added, “Ken New has contributed greatly to the progression of Route and the industry is forever indebted to him for his counsel, enthusiasm and commitment. We wish him well in the future. At the same time, we are excited that Katherine is to come on board as we navigate to the next stage in the medium’s development. Digital OOH is already a broadcast medium in its own right and continues to drive growth in the sector. The investment by our members into the infrastructure of the medium is now being matched by a granular understanding of how it is consumed.”
About Route & the IPAO
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.
Ownership and Funding: The trade associations for the buyers and sellers of the medium underwrite Route jointly. The IPAO represents the interests of the specialist poster agencies (or planners and buyers) working on behalf of advertisers. Outsmart represents the interests of the media owners (or sellers). Route receives additional income from subscriptions to the service and is a non-profit making organisation, run on commercial principles.