The Six Nations returns to Edinburgh in February, bringing rugby fans and advertising opportunities galore. Ruth Chalisey looks at Route data with the city’s major events and ever-changing population in mind.

Route’s research director explains how to measure advertising that’s constantly moving and interacting with people who are also moving.

People travel far from their home base as part of their daily routine. Ruth Chalisey looks at the latest Route journey data with advertising opportunities in mind.

Think you know OOH? Think again. Route’s new research chief explains the robust measurement that underpins the medium.