Video has become one of the most powerful tools in a marketer's toolkit. Produced correctly, it will capture attention, communicate your message at speed and build your brand. It delivers strong engagement metrics. High-performing campaigns don’t just make use of video as a ‘nice to have’; it's the core component and a key pillar of an overall marketing strategy from…
Podcast advertising has evolved from a niche channel into an established part of the modern media mix. Once associated mainly with challenger and direct-to-consumer brands, it now attracts investment across all sectors, including financial services, retail, automotive and technology. For media planners, podcasts offer access to engaged audiences in trusted environments, including moments when people are away from screens. As…
When a major cultural moment comes around, marketers often face the same challenge. How do you stay visible when everyone else is competing for the same audience? The FIFA World Cup is the perfect example. As the tournament unfolds, official sponsors and global brands dominate television, social feeds and digital advertising, while media prices continue to rise as demand for…
The media landscape is evolving at a pace. How people discover content, who they trust, and the formats they engage with are all shifting, driven with the rise of AI, the growth of creators and the dominance of video. For brands, this is not just a change in channels; it is a change in how visibility itself is achieved. What's…
As Route marks its tenth anniversary, we asked members of the team to reflect on how the agency approaches its work, how marketing has evolved over the past decade, and what lessons stand out from the journey so far. A Detail-Driven, Strategic Approach One theme that consistently emerges is the care and attention that goes into every campaign. Work is…
While the media landscape continues to evolve, one channel remains consistently effective: Out of Home (OOH) and Digital Out of Home (DOOH) advertising. Out of Home advertising continues to grow as a channel, with UK OOH revenue reaching a record £1.44bn in 2025, and forecast to reach around £1.47 billion in 2026. This sustained growth reflects the role OOH plays…
For years, TikTok has dominated conversations around cultural relevance, trend creation and audience attention. Quietly, another platform has been reshaping the digital landscape. Reddit is no longer just a forum or niche community hub; it is becoming one of the most influential and widely used platforms online. Recent Ofcom figures show it has overtaken TikTok as the UK’s fourth most-visited…
Multi-platform marketing isn’t something brands are experimenting with anymore; it’s simply how marketing works now. Research suggests that it is one of the most effective marketing strategies. Brands adopting this approach are seeing stronger engagement, reinforcing multi-platform marketing as a key driver of sustainable growth. Audiences don’t discover, consider and convert in neat, linear journeys. From what we see, decisions…