Route has appointed Ruth Chalisey as director of research.
She joins the OOH joint industry currency (JIC) from WPP’s EssenceMediacom, where she spent 11 years, most recently as insight director.
At EssenceMediacom, Chalisey developed the agency’s insight team and championed innovation in audience research through studies on how brands can better understand media consumption by diverse audiences.
In her new role, Chalisey will take over responsibilities from Euan Mackay, who was promoted from chief strategy office to CEO, as announced earlier this year. Previous CEO Denise Turner announced she would move to the IPA as its media research director.
Chalisey joins the JIC amid expansion of its audience measurement efforts. In January, Route appointed Ipsos and Adwanted UK (parent company of The Media Leader) for a new seven-year contract to collect, process and output audience data for OOH. The new solution will produce a synthetic dataset, representing the travel habits of the UK population, that will be 82 times larger than the current Route dataset.
In addition, Route is building a centralised API and data tool to offer a “single source of truth” for OOH audiences, as well as greater nuance and granularity for campaign planning.
Route appoints Ipsos and Adwanted to build new data model
Mackay commented that Chalisey’s “diligence, passion and experience” stood out during the hiring process.
“She has first-class research and planning skills, and wide experience of using Route and other JIC data in senior agency roles,” he added. “She will play a valuable part in delivering the new solution and introducing it to our stakeholders.”
Chalisey said that, after 20 years working at media and research agencies, she was ready for “the next chapter”.
“Route is adopting new ways of gathering and reporting data that will have huge benefits for the OOH industry by using the most appropriate and state-of-the-art solutions available,” she continued.
“I’m excited to be joining the team to lead Route’s insight and the development phase of the new methodology.”
Adwanted UK is the trusted delivery partner for three essential services which deliver accountability, standardisation, and audience data for the out-of-home industry.
Playout is Outsmart’s new system to centralise and standardise playout reporting data across all outdoor media owners in the UK.
SPACE is the industry’s comprehensive inventory database delivered through a collaboration between IPAO and Outsmart.
The RouteAPI is a SaaS solution which delivers the ooh industry’s audience data quickly and simply into clients’ systems.
Contact us for more information on SPACE, J-ET, Audiotrack or our data engines.
