Out-of-home (OOH) firm Route has partnered with hand-painted mural advertising company, Global Street Art (GSA), to include hand-painted murals in Route’s latest update of its UK OOH inventory.
In a reported industry first, media planners can now access mural locations via Route, with GSA’s listed locations delivering over 10 million Route impacts per week.
GSA hails itself as a market leader in hand-painted advertising and has delivered over 2500 bespoke art installations for global brands. As a media owner of over 100 mural locations across the UK, GSA works with global brands across alcohol, tech, entertainment and luxury fashion.
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“This is a great step forward for hand painted advertising. Murals provide brands a huge canvas for creativity and now GSA have added their walls to Route, we’ll be able to verify their delivery across audiences and best understand their role within the OOH landscape,” Grand Visual head of client services Ben Gardiner said.
GSA CEO and co-founder Dr Lee Bofkin added: “GSA joining ROUTE is an exciting chapter for the UK’s OOH industry. We’ve added a new genre of OOH to Route’s audience measurement framework. Hand-Painted Advertising can now be strategically planned and benchmarked as a quantifiable OOH format. For GSA this allows us to measure the physical reach of murals using Route alongside the huge digital reach (owned and earned social tracking) which our clients are able to achieve.”
