How to Capitalise on World Cup Fever When Advertising Space Is At A Premium
When a cultural moment like the World Cup arrives, media prices spike and premium inventory sells out. How brands stay visible without outspending sponsors: occasion-based planning around real audience behaviour – the supermarket trip, the watch party, the commute – with lessons from Walkers, Heinz, Heineken and Powerade.
Media Landscapes in 2026: What Is Changing?
How people discover content, who they trust and the formats they engage with are all shifting – driven by AI, creators and video. What the changing media landscape means for visibility, why insight and clarity cut through, and why media planning must reflect how people actually consume content today.
10 Years of Route: What we have learned along the way
As Route marks its tenth anniversary, the team reflects on a decade of detail-driven, strategic campaigns, a collaborative and human culture, and how marketing has changed – from broadcast-dominated thinking to audience-first planning. The lesson that stands out: not doing more, but doing the right things well.
Out of Home & Digital Out of Home Advertising: Why It Works in 2026
Because it cannot be skipped, blocked or scrolled past, and because it is now measurable. UK out of home revenue reached a record £1.44bn in 2025 and is forecast to reach around £1.47bn in 2026. Digital screens added flexibility and targeting to a channel that always had reach.
How Reddit Is Overtaking TikTok as One of the Most Visited Platforms
Reddit has overtaken TikTok as the UK’s fourth most-visited social media site. Its growth reflects where people now question, compare and validate information – and for advertisers it offers self-selected communities, contextual targeting and native formats that reward insight-led content over hard-sell messaging.
From Channels to Campaign Ecosystems: Making Multi-Platform Campaigns Work
Multi-platform marketing is simply how marketing works now. The strongest campaigns behave as ecosystems rather than collections of channels: awareness builds reach through OOH, audio and display; engagement reinforces the message on social; and conversion captures intent – each channel with a clear role and a consistent narrative.
Reels & Stories: Why They’re Outperforming Static Ads on Meta in 2025
Reels and Stories are outperforming static ads across Meta. Short-form video wins attention, generates the behavioural signals Meta’s optimisation engine feeds on, and drives a chain reaction: higher engagement, stronger signals, faster optimisation, lower costs and better results across CPM, CTR, CPC, CPA and ROAS.
Planning for 2026: The Trends Shaping Digital Marketing
Five trends shaping digital marketing in 2026: AI-led platforms with human strategy, short-form video and native formats, integrated multi-platform ecosystems, the shift from SEO to answer engine optimisation, and employees becoming internal influencers – and how to use each for long-term growth rather than short-term wins.
SEO in the Age of AI Search Assistants: How Businesses Should Adapt in 2025
AI search assistants are rewriting the rules of SEO. SEMrush’s AI Visibility Study found community-driven content like Reddit and Wikipedia often outranks polished corporate pages. What the findings mean for brands, and the strategies – direct answers, schema markup, unique data, E-E-A-T and brand mentions – that win AI visibility.
The Power of Simplicity: Creating Strong Visual Assets Using Only Your Smartphone
Great advertising images do not need professional equipment. With planning, natural light and a few camera settings, a smartphone can produce sharp, brand-ready visuals for paid and organic campaigns. This guide collects Route’s practical advice, from lighting and composition to iPhone and Android setup and editing.