Can I have a “P” please Bob?

Digital out of home (DOOH) is buoyant. It continues to increase audiences and revenues. However, some have argued that it is yet to define its real purpose and place in the marketing mix. That was my takeout from the recent Mediatel OOH Summit. In classic marketing theory, there are four Ps – product, price, place […]

Almost everyone is mad, but some can control their madness

Route measures advertising in the public spaces. To sell outdoor ads, we need to understand where people go, how they do so and what the look at whilst doing it. Route has been measuring this since 2013. 2016 saw Route and Ipsos Connect agree a new contract for the provision of out of home audience […]

Mind The Gap

The dust has just about settled on the fallout of the recent General Election where once again, London demonstrated that it thinks and acts just a little bit differently from the rest of Great Britain. Using Route data we’ve dug into the numbers to analyse where there are gaps in behaviours between London and the average Briton. Recent […]

Time to Rehab and Rejuvenate Research

Route’s general manager, Euan Mackay, urges market researchers to defend the statistics and methodologies and speak up for evidence, accurate measurement and robust data. While I’m no mental health practitioner, I think it’s time that our industry checks itself in for some therapy. Our industry has issues. It’s suffering an identity crisis which stems from […]