Defining a Future Landscape

Route is a foundational data resource across the out-of-home advertising industry, and a global gold standard for measurement.

Key decisions about research methodology need to be made 5 years or more in advance. Route wanted a perspective on where the industry was going that could support confident long-term decision-making.

Hook Strategy built a report on Route’s Future Landscape that shaped its strategic decision-making about the goals of its next phase of research.

It was used to align stakeholders, and to support the next stage of the design of the methodology and the organisational strategy.

This project rested on a rigorous base of insight, gleaned both from inside the industry, and from external stakeholders, assembled via Hook Strategy’s network.

These fed into a collaborative, workshop-driven process and a the production of a comprehensive and authoritative output.