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 […]
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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 […]
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We’ve Been Shortlisted We’ve been shortlisted across five different campaign categories for the Northern Digital Awards for work delivered with three incredible clients, Darlington Building Society, Dance City and Environment Bank: Best Digital Marketing Campaign – Finance Best Digital Marketing Campaign – Third Sector Best Digital Marketing Campaign – Property & Construction Best Digital Marketing Campaign – B2C Best Low […]
Read More Reels & Stories: Why They’re Outperforming Static Ads on Meta in 2025 Social media continues to evolve at pace, and so does the way audiences consume content. Static image ads, once the backbone of Meta advertising, are increasingly struggling to compete with faster, more immersive formats. Today, Reels and Stories are shaping how audiences engage with brands across Instagram and […]
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As we head into 2026, it’s clear that digital marketing is continuing to evolve at pace. Recent Ofcom data suggests that where audiences actually spend their time online doesn’t always match common assumptions reinforcing the need for brands to look beyond perceived platform dominance. Platforms are changing how campaigns are built and optimised, audiences are discovering brands in new ways, […]
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In recent months, AI-powered search assistants from Google’s Search Generative Experience (SGE) to ChatGPT–powered browsing have edged out traditional search in user curiosity. But how exactly do AI search assistants decide what content to show? A groundbreaking “AI Visibility Study” by SEMrush examined thousands of prompts across industries to find out. The study concluded that some of the long-held assumptions […]
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Here at Route, we know the importance of taking a good photograph, particularly when it comes to product shots for digital advertising campaigns. We also know that great images don’t always have to be taken with expensive cameras and equipment, or a professional photographer (although it can help!) In a world where the value of creativity is king (see our […]
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🏆Sound the awards claxon!🏆 We’re delighted to have taken home the Best Integrated Paid Media Campaign at the UK Paid Media Awards. The award recognises our work in partnership with our long-standing client First Bus, supporting the recruitment of bus drivers. Speaking about the campaign, the judges said; “Their versatility, thorough research, and comprehensive integration were truly impressive in delivering […]
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“I want ruthlessly consistent marketers, not creative ones” my VP said to the assembled room of global brand teams. There was a hush, then there was a murmur and when the beers started to flow that evening, there was more than a little “discussion.” But as hard as that is for brand owners to hear, he was right. Our job […]
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Travel: a thrilling escape or a stressful juggle? We know it can be both! As advertisers, tapping into those “moments that matter” within the travel journey is crucial for grabbing attention and influencing audience decisions. But how do we navigate this emotional roller coaster and deliver impactful messages? Let’s break it down. Know your audience✅ The planner: Stressed, organised, seeking […]
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