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Sep 25

Upcoming Event

September Evening Meeting 18

Evening Meeting

What a summer we've had, perhaps a summer so good it might finally stop people going on about bleeding 1976.

...but the summer isn't over yet, and to celebrate we have a cracking MRG evening lined up to celebrate. Three papers from across the media spectrum, including an industry first.

We have Sky showing us never been seen before data on box set viewing, are we bingers or fussy eaters? We have a joint study from Colourtext and Adalyser rethinking radio response and attribution, and finally an exclusive joint project from publishers Immediate Media, Dennis, Haymarket and Bauer Media, looking at the symbiotic benefits to the motor industry of combining advertising plans alongside editorial features.

  • Date: Tuesday 25th September
  • Time: 6pm for 6:30 start
  • Location: IAB Training & Events, 14 Macklin Street, London, WC2B 5NF

'Go On . . . One More' - how the UK became addicted to box sets

TV consumption behaviours have always changed at pace. For the first time this pace of consumption is being dictated by the viewer and not by a traditional schedule.  A key component of this change has come about in the form of box sets. 

Stephen Murfet Head of Insight from Sky will be looking at consumption of Sky content and how this is changing the way we view. This will be supported with a range of sources including Sky's collaboration with BARB, that has enabled analysis of programmes prior to the linear broadcast. 

He will cover the implications this move to box set binging has had and quantify how often we suggest 'just one more'.

Project Radio Response

Demand for measuring direct web response on radio seems to be picking up in the slip stream of TV attribution modelling. It's a welcome trend but the full impact of radio isn't being captured because advertisers are re-purposing attribution models that were originally developed for TV. Jason Brownlee from Colourtext and David Cloudsdale of Adalyser have therefore developed a new analytics initiative called RadioResponse that aims to develop a deterministic method for measuring and optimising radio's ability to drive listeners to interact and transact with brands on the web and via apps. Jason and David will discuss the key challenges their attribution model seeks to address, including significant time lags between people hearing a radio ad and visiting an advertiser's website.

Fuel the Funnel

commissioned by Dennis, Immediate, Haymarket and Bauer, presented by Seema Hope, Research Director, Dennis

'Why should I advertise when my cars are already featured in the magazine?'
In an industry first, the four leading publishers of UK motoring media, Immediate Media, Dennis, Haymarket and Bauer Media, joined forces with Emotional Logic to deliver evidence how motoring media and car advertising affect buying behaviour. The high-quality editorial of motoring magazines is well-read by automotive buyers. It is easy to see why some car manufacturers think that editorial in motoring magazines does not have to be supported by advertising. But there is no evidence that editorial in motoring magazines has the same effects as advertising and car brands may be losing out on potential customers by applying this strategy. This was the first ever study that investigated how editorial and advertising influence each other in a motoring magazine and quantified the effects of this interaction.

Evening meetings are free to attend but only open to MRG members.


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Event details
  • Start Date25 Sep 2018 18:30
  • End Date25 Sep 2018 19:30
  • VenueiIAB Events & Training Space

Prices
  • Members only£0.00