- The field of view for an individual. Also known as the area of sight. It extends from the subject as a 120°

An electronic device that helps us to understand movement by measuring vibrations (relative accelerations). The vibration of a car is very different to that of a train or a bus. It has many applications, including the study of live volcanoes.

A set of mathematical instructions that combine to produce a specific outcome. Here, the outcome is reach and frequency for outdoor sites. The Route algorithm is unique, specific to the medium.

The 12 large segments of the country used in media planning. These are defined by where TV transmitters are. The whole country is covered.

A population centre. There are twenty-four Route conurbations. We use the government’s definition to determine their limits. The conurbations do not cover the whole country, but instead cover the largest city areas.

The proportion of a target group who see one or more frames in an outdoor campaign (creating an IMPACT), in a defined period. Expressed as a percentage.

Route data is known as a currency. There is a currency for each advertising medium (eg. BARB for television). By creating a common measure of all formats equally, and giving a specific value to each, media space may be planned, traded, evaluated and reported based on the currency.

The government department responsible for traffic, transport, congestion and so on. The DfT run the National Travel Survey which is included in some of Route’s work.

Advertising frames that have a digital screen, displaying moving or rotating images.

Shorthand for the specific type of location where advertising frames are placed. For example, RAIL indicates displays in rail stations and on trains, and RETAIL includes frames inside retail centres and pedestrian areas, among others.