After touring some truly fantastic London buildings (thanks again, Twitter and Bloomberg) evening meetings are back at the equally splendid IAB in September.
- Date: Wednesday 11th September 2019
- Venue: iAB Training & Events Suite, 14 Macklin Street, London, WC2B 5NF
- Time: 6pm for 6:30pm start
Papers:
1. Sparkler and Verizon Media worked together on a pioneering research project designed to re-evaluate how the industry measures the value of online advertising, with a particular focus on Native advertising. This ground-breaking study combined expert interviews, quantitative surveys, subconscious responses and tracked behavioural interactions. This allowed us see scroll patterns, what they clicked on, time spent with advertising in view and ultimately the brand impact of this. Through this we were able to prove that not only did Native advertising deliver a greater user experience for consumers, it also delivered a greater impact for the brands which were advertising. Native advertising stayed in people's view for 25% longer and was able to drive brand perceptions without being clicked on.
2. For several years UK broadcasters have acquired marquee American titles, however the growth of global streaming services means we have more content from across the pond at our fingertips than ever before. In a recent large scale quantitative study, MarketCast looked to understand not just how steaming services are impacting our media behaviours and perceptions of familiar media brands, but also delve deeper in to perceptions of UK vs US content, exploring relative strengths / weaknesses and what this could mean for domestic broadcasters. Presented by Chris Hutchings, Senior Director at MarketCast
3. Winning consumer trust in advertising & leveraging media subscription adoption: Consumer confidence in media has taken a battering in recent years and left marketers desperate to win back trust and bind consumers ever closer to their brands. Drawing upon insights from Kantar’s flagship DIMENSION study into the key challenges facing the media industry today, James Burke, Client Services Director, will examine how consumers relate to advertising today and what implications this has for more impactful targeting. James will also explore how the media subscription market is evolving, what is driving adoption and what this means for optimising media funding models.
Evening meetings are free to attend, but only open to MRG members. Booking is via the website only.