The Media Leader Podcast
Every year, The Media Leader and its parent, Adwanted UK, celebrate the best of UK media research at the Adwanted Media Research Awards (AMRAs).
Robust media research is an important industry resource. It helps inform and steer conversation and our understanding of marketing best practice – as well as the incentives that often get in the way of implementing it.
This year’s awards include six new categories and 22 in total, covering every element of media research. One notable new award is the Denise Turner Award for Best Use of Joint Industry Data in a Research Project, in honour of the late media researcher and friend of The Media Leader, who died last autumn.
This year’s awards will be open for entry beginning Tuesday, 1 September, with an early bird deadline on Wednesday, 7 October and a standard deadline on Wednesday, 14 October.
Ahead of the opening, host Jack Benjamin sat down with this year’s judging panel co-chairs Dan Flynn and Graeme Griffiths.
Flynn and Griffiths are joint directors of media research for the Institute of Practitioners in Advertising (IPA). They jointly succeeded Turner in the role in February of this year.
In addition to leading the development of the IPA’s TouchPoints research and other industry benchmark surveys like the IPA Agency Census, they also represent the IPA on all major joint-industry currencies.
The pair recently spoke about what makes for exceptional media research, why research isn’t always put into practice, and what innovations JICs can and should drive to better meet advertisers’ needs.
Listen now by hitting the play button or use the appropriate entry point into Spotify, Apple or Google Podcasts:
Thanks to our production partners, Trisonic, for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.
Highlights
7:33: Judging the AMRAs: What makes for good media research?
10:23: Why doesn’t research always lead to impact and behavioural change?
19:50: New AMRA awards and Denise Turner’s legacy
24:49: How JICs need to evolve to meet advertiser demands
30:06: The Barb-YouTube relationship and agency demand for new JICs for platforms and podcasting
35:22: Is Origin the way to cross-media measurement nirvana?
42:29: The future of media research: AI, synthetic data, and in-housing research
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