Route Research’s general manager explains how brands can make the most of the commercial opportunity around the spectators of the Women’s Super League.

Route Research’s general manager Euan Mackay responds to the latest Lumen attention study and asks: does attention need to be grabbed all at once? Or is it as effective built up over time? 

Route data points to a solid case for extending the time people have to cross the road, with implications for both safety and out-of-home advertising.

Inspired by a challenge from Dominic Mills, Route’s Euan MacKay outlines how Mary Meeker could create a size-based scale factor to improve her time/money analyses

Recent claims that there are no means of measuring out-of-home ads is plainly untrue, writes Route Research’s Euan Mackay.

Route’s Euan Mackay explores the purpose and place of digital out-of-home in the marketing mix.

Euan Mackay, associate director at Kantar Media, assesses the state of the men’s magazine market and considers some future paths for publishers…