2024 Market Intelligence Meeting (TV)

Location:

Madrid

Date(s):

13/03/2024

Past events

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

TV’s signal strength in a changing media world

Richard Kirk, Chief Strategy Officer, Essence Mediacom

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This update of the award-winning 2020 study, Signalling Success, quantifies the notion that the “medium is the message”, revealing how the choice of media channel contributes to brand building and signal strength.

Proving contribution to sales through the power of MMM

Dorothée Alabeurthe, Marketing Director, Canal+ Plus Brand Solutions
Cécile Philipponneau, Marketing Executive, Canal+ Plus Brand Solutions

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How Canal+ Brand Solutions uses marketing mix modelling to prove to clients the value of their TV investments and to optimise the most rewarding budget allocation.

Mastering media metrics in a fragmented landscape

A fireside chat with:

Vala Magnadottir, Independent Consultant, Former Global Strategy & Investment Media Leader, IKEA

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Optimising marketing effectiveness and the role of TV in the media mix – how IKEA and other advertisers maximise ad effectiveness through MMM, econometrics, the use of data, and what they need from TV sales houses.

Standardising outcomes and data quality

Ron Pinelli, SVP Digital Research and Standards & Associate Director, Media Rating Council

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Marketeers are increasingly looking to outcomes as the primary determinant of ad spend effectiveness, and a wealth of publishers and attribution providers are offering performance-based metrics and measurement. To standardise this growing field, the MRC has released the world’s first Outcomes and Data Quality Standard.

Myth busting: The TV sponsorships edition

Peter Hammer, Managing Director, Marketing Scientist Group

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Based on more than seven years of studies, media researcher Peter Hammer will debunk common misconceptions about the effects and impact of TV sponsorships.

How to be good with TV sponsorship

Jennifer Legge, Research Executive, RTÉ Media Sales

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How can sponsorships aide awareness, emotive effect, impact on brand image and actual impact on attitudes and behaviours?

Insights from a decade of Sky Media effectiveness data

Wayne Butler, Head of Media Effectiveness, Sky UK

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This large body of data offers valuable lessons on TV ad effectiveness, frequency optimisation, creative wear-out, and the role of TV in activation and sales conversion.

Delivering impact – The driving forces behind a successful video campaign

Dieter De Ridder, Advertising Researcher, DPG Media

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Insight from a new study identifying the determining factors for TV campaigns to have impact, allowing advertisers to better optimise the effect of their TV spots.

The timeless importance of the show

Andrew Tindall, Global Director, System1

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The concept of “the show”, and of advertising that puts on a show, is central to the latest research from System1. This research delves into the historical evolution of advertising effectiveness and its impact on our thinking today.

The attention equation: evaluating the impact of video advertising formats

Fernando Pino Velazquez, Marketing Services Director, Atresmedia Publicidad

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Revealing the effectiveness of various video ad formats on viewer experience, attention, emotion and recall across different devices types and screens.

The magic of distraction

Thirza Commandeur, Data & Insights Manager, Ster

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What is the impact of viewer distraction, and how much attention do we actually need for a campaign to be truly effective?

TV – the last attention bargain?

Erik Bogsnes, Lead Attention Consultant, Lumen

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Lumen, an attention technology company, offers a perspective on the latest developments in the attention space, from how we measure TV to the implications for our industry.

Value planning: a new strategic data-driven tool to leverage consumer values

Serafina Croce, Head of Research, Rai Pubblicità
Enrico Maschio, Head of Strategic Marketing, Rai Pubblicità

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Introducing a ready-to-use and actionable tool that enables clients to harness the values of contemporary consumers across the most effective touchpoints.

Rethinking social demographics and new approaches to identifying contemporary audiences

Georgina Harvey, Senior Research Manager, Channel 4
Sam Cannons, Research Manager,
Channel 4

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Exploring the representation of social class in TV advertising and whether the social grade buying model is still fit for purpose.