The agreement will provide greater audience profiling and allow customers to access advertising targeting opportunities when planning and buying out-of-home campaigns.

TGI, which measures day-to-day consumer behaviours, attitudes and media consumption, will include more than 450 data points on the new platform with Route covering areas such as lifestyles, retail habits and life events.

Route is a research company specialising in audience measurement for out-of-home advertising in Great Britain.

Sarah Sanderson, director – insights and TGI, UK and Ireland, at Kantar’s media division, said: “This new platform allows clients to buy the exact, refined out-of-home audiences that they identify in TGI direct from Route, without any adjustments or translations and knowing that none of the time invested in pinpointing and understanding consumers will go to waste.”

Robert Ray, chief executive at Route, said: “As the joint industry currency for out-of-home advertising in Great Britain, we are always seeking to make the buying and selling of out-of-home audiences as effective and efficient as possible for media owners and agencies alike.

“We are delighted to have partnered with Kantar to enable this opportunity to enhance Route’s profiling capabilities when analysing out of home campaigns.”