Measure value and demonstrate impact of new media strategies
From tech to TV, social to private, our media experiences with brands are increasing complex, rich and bespoke. This year’s Media & Advertising summit will showcase the broad range of research being undertaken by brands, media owners and tech giants using a variety of research methods and measurement tools. Hear journeys of insight discovery and stories of powerful outcomes from media owners who have achieved success using a collection of insight methodologies.
Key contributions from:
Twitter, Discovery Inc, Channel 4, Conde Nast, itv, WarnerMedia, IAB, Reach, Democracy Council and many more…
- Drive engagement with consumers about the big issues of the day: maximising the impact of purpose driven advertising
- Realise new opportunities for brands in the increasingly popular audio market
- Explore biometric technology for measuring reactions to advertising
- Evaluate brand strategies for building cultural relevance and reconnecting with mainstream audiences
- Examine the performance of tools for tracking real time media consumption and analysing audiences’ emotional responses to live unfolding events
- Examine new storytelling techniques for delivering and maximising impact of insight
- Discover insight methodologies that can better support brands to understand and connect with young audiences
09.00 Registration and coffee
09.30 Chair’s opening comments of the day
Hannah Walley, Joint Head, Media & Digital UK Insights Division, Kantar
09.40 Purpose driven advertising The world feels like it’s grappling with particularly big issues right now: topics like coronavirus, climate, race, poverty, and immigration have all featured prominently in the headlines in recent months. While 80% of modern teens now feel like it’s their responsibility to save the planet, what is the role of brands? How can brands engage with big, important issues like these? And should they even be operating in this space to begin with?
Channel 4 and Hook Research will share their recently updated insights into the effectiveness of purpose-driven advertising. This research will start a powerful conversation about the role of purpose driven ads in advertisers’ toolkits and what impact they might have with target consumers in 2020.
Sam Harris, Insights & Engagement Director, Hook Research
Sophia Field, Research Manager, Channel 4
10.05 Panel: ‘Turning up the volume’
The early 2020’s could herald a new age of audio advertising. Podcasts are set to be one of the fastest growing channels for ad spend. Radio is also reinventing itself, tapping into the broader resurgence of audio as a marketing channel. This could be the make-or-break moment for newer audio channels.
Over the next 12 months, aligning brands with these audio moments will need to evolve to a new level for marketers where measurability and ROI are clearer. There are also considerations around audio content and quality.
Join panellist to discuss some of these critical issues.
Chaired by:
Hannah Walley, Joint Head, Media & Digital UK Insights Division, Kantar
Panellists:
Kamilah Kamara, Insight Manager, RadioCentre
Other panellists to be announced soon…
10.35 Excitable Edgar = Exciting Insight = New way of planning
The launch of the John Lewis & Waitrose Partners Christmas advert is arguably the most anticipated TV advertising event of the year. So, when JL&W approached itv about doing something truly memorable in the build-up to Christmas this was a real challenge. itv created a campaign that tapped into the heritage of its brand and programmes and Excitable Edgar gate-crashed promos throughout December.
For JL&W the campaign success metric was excitability and this demanded a fresh approach to measurement. itv teamed up with Mindprober to use their unique biometric technology to record viewers emotional responses in their homes as they watched TV. Hear how this insight has led to better understanding of emotional engagement and also changed the way itv plans campaigns. Glenn Gowen, Head of Audiences, Commercial, itv
Joe Timson, Commercial Director, MindProber
11.00 Morning refreshments
11.30 The aspiration window
With effectiveness in decline, the advertising and marketing industry is in the midst of a crisis. It’s clear that our industry has become increasingly detached from large swathes of the population. So how do we regain our prowess and create culturally relevant, effective advertising?
In the much anticipated follow-up to the award winning ‘The Empathy Delusion’, ‘The Aspiration Window’ will reveal:
- A significant disconnect between the aspirations of people in advertising and marketing, and those of the mainstream
- How people in advertising and marketing mistakenly believe their aspirations are aligned with mainstream audiences
- How our fundamental misunderstanding of mainstream aspirations has significant implications for the day to day practices and outputs of our industry
Finally, we’ll propose a number of ways the industry can overcome this aspiration gap, and help brands reconnect with mainstream audiences and build broad cultural relevance.
Ian Murray, Co-Founder, house51
Andrew Tenzer, Director of Group Insight, Reach Plc
11.55 Twitter: connecting with Olympic audiences In readiness for the world’s pinnacle sporting event, Twitter wanted to prove that it is the only place brands can truly connect with their audiences throughout the 2020 Olympics. By examining Olympic perceptions, exploring hour-by-hour media consumption across multiple time-zones, and understanding the emotional impact of potential Olympic scenarios, Sparkler predicted how, why and what Twitter’s audiences will be engaging with throughout the event. Despite the postponement of the Olympics until 2021 this research is still being used to inform Twitter’s brand engagement strategy.
Rob Marshall, Senior Consultant, Sparkler
Twitter – tbc
12.20 Storytelling and a choose-your-own-adventure debrief
Recently Sky’s qual research team trialled a new approach for delivering insights on the power of live sport for its in-house creative agency. Instead of asking respondents to generalise about the emotional impact of live sports, a guided visualisation was used to hear rich, detailed stories about occasions that meant something to respondents. Using a non-linear workshop debrief, 48 insight cards were created to explore, and sort into broader themes. A podcast shared some of the most interesting insight cards with people outside of the immediate sphere of the project.
This case study will share how this approach created a more active process where research and decision-making were merged. It will explore why clients brought into the findings more and how the findings are more readily accessible than usual research findings.
Phil Halliwell, Research Controller, Sky
12.45 Lunch
13.45 Powering people’s passions
Powering People’s Passions is at the core of Discovery Inc.’s DNA. But, just how important are passions in people’s lives? Discovery and Tapestry Research embarked on one of the biggest studies ever undertaken in this area.
Passions are complex to research – they’re deeply personal and can be hard to articulate. Tapestry spent over 6 months speaking to people with a passion all over Europe, LATAM and the US, combining mobile ethnography, in-person depth interviews, an online survey amongst 15,000 consumers, and interviews with experts in this field.
This paper will reveal the findings from the study and provides a fascinating insight into what having a passion for something means, the role played by media in triggering and sustaining people’s passions, and the value of passionate people for advertisers.
Jemma Ralton, Director, Tapestry Helen Croxson, Senior Director, EMEA Insights, Discovery Inc
14.10 Making wishlists
WarnerMedia recently completed a major study examining the role of video in children’s lives. It explored how children use both TV and YouTube, their efficacy as advertising mediums, and their role in parents’ path to purchase for toys and games.
Examine the innovative mixed methodology that was used which included an ad test using IRT with children. Hear how Warner Media has been able to empower advertising partners with new insights to increase the effectiveness of planning campaigns across YouTube and TV to successfully drive awareness, word of mouth and product consideration. Finally, understand the impact of ‘brand rub’ on positive brand associations.
Richard Barton, Managing Director, Red C Research
John Colon, Senior Director – Data & Consumer Insights, WarnerMedia
Liz Bastian, Manager, Data and Consumer Insight, WarnerMedia
14.35 Panel: The future of advertising to kids
With recent changes in legislation and the fact that this generation of children is like no-other, constantly connected and constantly in control of what they consume and how they do so – means it is the mission of insight professionals to keep on innovating to provide industry with solutions to these problems.
Join three kids & family centric brands to understand the role of insight in staying connected to their audiences.
Chaired by:
Nick Richardson, CEO Kids Insights Panellists to be announced soon…
15.05 Afternoon refreshments
15.25 New masculinities: a semiotic exploration by Sign Salad and GQ
Conde? Nast’s GQ, the leading fashion and lifestyle brand for men, is aware that perceptions of masculinity are evolving at a rapid pace and understood there was an opportunity to better reflect and communicate these changes in its content across all its touchpoints.
To assist with this, Sign Salad conducted an investigation into the coding of ‘masculinity’ across 7 key global markets, identifying key shifts in the discourse surrounding ‘Masculinity’, as well as the needs of men. The research provided GQ teams with guidelines on how to evolve representations moving forward, and become a leader in the conversation around this topic.
This presentation will examine the journey of insight discovery as well as the impact the insight has had across Conde Nast.
Emily Porter-Salmon, Associate Director, Sign Salad
Karys Kennedy, Strategy & Research Manager, Conde? Nast
Paul Nesbitt, Head Of Audience Research, Conde? Nast
15.50 An exploration into the expanding world of SVOD and the implications for media owners and advertiser brands
With more young people watching film and TV content on SVOD, commercial media space for younger age groups is decreasing. Differentology commenced a collaborative industry research project and a further deep dive which has helped the IAB unearth the wider cultural, societal, linguistic and commercial implications of this paradigm shift. This session will explore:
- Consumers’ definition of what ‘TV’ is
- The impact of new entrants (such as Disney , Apple TV and BritBox) on the UK market
- What will be the tipping point for the number of services people will sign up to?
- What are the commercial opportunities for brands to be involved?
- How can broadcasters and other media owners learn from the new agile digital entrants’ new ways to engage and retain valuable subscription-based revenues and audiences?
Dan Brilot, Head of Insight, Differentology
Steph Clarke, Research and Measurement Manager, IAB UK
16.15 Tackling democratic dissent
A recent research report by the University of Cambridge recorded the “highest levels of democratic dissent” on record across the world in 2019.
The Democracy Council approached Zinc to help them tackle this challenge head on. 4,000 young people across ten central European countries were surveyed to understand attitudes amongst those who have grown up in the aftermath of the fall of communism. This fed into the development and promotion of video content to promote awareness of the events of 1989. Hear how working with 50 local influencers ensured content was credible and has maximised audience engagement.
Hannah Wright, Head of Research, Zinc
Senior representative, The Democracy Council
Local Influencers tbc
16.40 Closing remarks from the Chair
16.50 End of conference