Papers now downloadable:
- Sky Media: C-Flight - download here
- the7stars: Talkin' about a new generation - download here
- JCDecuax: Public Moments, Private Moments: Understanding mood, mindset and location to better target advertising - download here
Papers:
1. Sky Media: C-Flight
Sky Media sell advertising across a wide range of linear and non-linear platforms. These platforms have historically been measured separately, which meant understanding campaign performance on these platforms but not across them. The Insight team at Sky Media have been developing C-Flight. This is a project which harnesses a wide range of data sources and statistical techniques to provide a cross platform campaign analysis including coverage and frequency. In a first for the TV industry Sky Media are able to tell advertisers and agencies exactly how many people saw their campaigns across all platforms. Chris Thomas and Stephen Murfet from Sky Media will take you through the project and its learnings to date.
2. the7stars: Talkin' about a new generation
Youth is wasted on the young, and therefore we’re obsessed with them. However, coming to understand and engage with them has become something of an enigma. As teens have grown up in a fast-paced world, with a lack of political and economic stability, they are as fluid, blurred and fragmented as ever.
Keen to truly explore this generation, the7stars joined forces with social enterprise VisionPath. Isabella O’Duffy from the7stars will take you through the three key themes identified from the research.
3. JCDecuax: Public Moments, Private Moments: Understanding mood, mindset and location to better target advertising
JCDecaux wanted to explore if and how consumption of mobile content varies depending on whether people are at home or elsewhere, with a particular spotlight on commuting. The aim was to understand how mobile and out of home advertising could be used in synergy in the future for more specific targeting and greater impact. Hear how ResearchBods’ solution combined passive metering with location data to unearth insightful differences in consumer mindset and behaviour, by location and time of day.
Evening meetings are free to attend, but only open to MRG members. Booking is via the website only.