2023 Market Intelligence Meeting (Radio)

Location:

Milan

Date(s):

02/03/2023

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egta’s Market Intelligence Meeting focuses on topics related to radio effectiveness, measurement, attribution, attention and innovative research.

Radio & audio measurement landscape

Ania Lara, Head of Radio Research, egta

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An overview of recent on the radio audience measurement landscape – what’s at stake and what’s next.

Total media measurement

Frans Kok, Director, NLO
Irena Petric, Audience measurement Lead – the Netherlands, Ipsos

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Insights on the transition & launch of the new audio measurement in the Netherlands.

Advances in recall methodologies

Joachim Feher, CEO, RMS Austria

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Insights on how market stakeholders decided to combining CATI & CAWI to futureproof radio measurement in Austria.

EAR hybrid measurement

Cécile Bertrand, Director of Research & Marketing, Total Audio, Médiametrie

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The French radio market launched a hybrid radio audience measurement called EAR (Etude Audience Radio) in 2022 combining an optimised CATI survey and a portable automatic audience meter.

Radio 360 hybrid measurement

Rolf Müller, Global Director Business Development Media Measurement, GfK
Deb Hishon,
Media Measurement Director, ANZ, GfK

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In 2023, Australia’s Commercial Radio & Audio (CRA) – the commercial radio industry body – launched Radio360 — a new hybrid audience measurement system. It combines GfK’s data from electronic diaries, census streaming data and data collected from panels of respondents wearing GfK’s MediaWatch meters.

Making data work for digital audio

Francesco Paolo Tarallo, Head of Partnerships & Business Development, Mediamond

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Insights into Mediamond’s strategy to harness data infrastructure for audience insights and ad sales. Their advances technological platforms approach allows them to collect information about users’ profiles and integrate digital media (CTV, Web, Digital Audio and mobile).

Investigate, Inform & Identify – delivering insights on radio consumption & attribution

Caroline Gianias, President, RadioConnects

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RadioConnects teamed up with Validate, the radio advertising measurement and audio attribution technology platform, to solve the challenge of validating the effectiveness of radio advertising with quantifiable data. Its algorithm leverages streaming data and minute-by-minute over-the-air listening data to complete the picture of the entire audience, providing group-breaking insights.

Radio & audio amplifying reach

Andras Galavics, Radio Division & Head of Sales, atmedia Hungary

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Insights on how atmedia used TV panel to demonstrate the strength of radio in the local and global media mix. The survey showed that a mix of local media can reach most consumers than global digital platforms: 97% of the weekly users of any global service and providers can be reached by a mix of local media, including radio.

Generation Audio – new research by Radiocentre

Lucy Barrett, Client Director, Radiocentre

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Radiocentre’s research shows that commercial audio satisfies 7 needs-states; from being a mood lifter to keeping people company, in particular, when live radio and on-demand audio formats complement one another. It continues to grow, driven by increased physical and mental availability.

The magic of attention – how to increase campaign effectiveness

Sheng Song, Research Consultant, Ster

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Highlights from a n innovative neuro-research on attention by Ster proved that radio ads can generate a significant amount of attention for both branding and activation campaigns especially when combined with TV.

From Sound to Brand

Jan Isenbart, Chief Research Officer, ARD Media
Uwe Domke, Head of Media Research & Data-Management, RMS

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The experiment with a fictional chocolate brand, in a new German study by RMS, ARD and Radiozentrale, demonstrates the emotional power of radio and the importance of the creative elements of a radio spot.

Music Hub by Rai Pubblicità

Serafina Croce, Head of Research, Rai Pubblicità

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Rai Pubblicita presented PITCH – their new music hub which is connecting brands to consumers through the power of music and live music experiences.

“Bothism” – a modern marketing effectiveness manifest

Tom Roach, VP Brand Strategy, Jellyfish

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Tom Roach invites to end the long-lasting debate between the long-term and short-term marketing tactics. He believes that the most of the time the answer to most of the industry’s false dichotomies is “and” rather than “or”.

The importance of research to promote radio

Katerina Borovska-Mascia, Senior Manager – Marketing & Innovation, egta

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Showcase of egta’s latest initiatives to promote the power of radio.