TGI-Route Fusion
Plan and buy out-of-home campaigns directly within the OOH media currency, Route
When switching from campaign planning to audience buying, brands, agencies and media owners alike seek to activate against richly-built, sophisticated consumer audiences, instead of demographics. But, historically, this has not always been possible when buying audiences within media buying data currencies.
However, the fusion of TGI consumer data to the UK’s out-of-home audience buying and selling data currency, Route, means 350 sophisticated consumer audiences from TGI are now available to be targeted by their out-of-home consumption, for enhanced out-of-home campaigns – directly within the Route buying platform.
TGI-Route Fusion benefits
- Analyse out-of-home audiences beyond demographics (attitudes, product use, media consumption etc) for targeting optimisation
- Leverage hundreds of pre-defined audiences by their out-of-home media consumption for joined up cross-media campaigns
- Quickly and easily explore audiences via an interface that enables direct analysis of TGI data against Route audience data
- Identify more subtle and relevant targets and reduce budget wastage
- Media owners can maximise sales revenue from out-of-home campaigns by uncovering and promoting audience efficiencies
How it works
The TGI-Route fusion is a nationally representative dataset of adults (aged 16+) in Great Britain. It is created by fusing our in-depth TGI consumer data on to Route – the out-of-home audience buying and selling data currency in the UK.
Carefully chosen fusion hooks between the two surveys ensure the data is of the highest quality. Since TGI consumer data is used right across the planning process, it allows consistency in the definition of targets at every stage of planning. This includes within digital and programmatic buying, where hundreds of TGI-built segments are available, enabling joined-up campaigns.
The TGI-Route Fusion can be accessed via a dedicated software platform through which TGI data is grouped together with Route demographics within the interface, enabling straightforward analysis and instant answers.