EUAN MACKAY
LATEST ARTICLES
16 Mar 2026
Thinkbox’s Profit Ability 2 proved that all forms of advertising pay back, especially when sustained effects are measured. Now Route Research isolates how to get the best out of your OOH media investments.
27 Oct 2025
Lots of short attention ‘snacks’ can feed your attention appetite just as effectively as a large single serving. This is where OOH excels, says Route's CEO.
19 Aug 2024
Impressions are a modern-day version of 1215's "London quarter". But the clamour to create an equivalent metric across all media is problematic — we need to start with education.
26 Mar 2024
As election spend is set to rise, new Route research can help political planners target marginal seats via a high-reach, trusted medium.
29 Sep 2023
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.
07 Sep 2023
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.
02 Feb 2018
Route's Euan Mackay explores the purpose and place of digital out-of-home in the marketing mix.
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