Research Breakfast March

Thursday, 30 March, 2017
Registration: 8:45am Event: 9:00am - 10:20am
IAB UK Events and Training Space, 14 Macklin Street, Covent Garden, London, WC2B 5NF
IAB Member: FREE
IAB Non-member: £120 +VAT
Advertiser: FREE


Come along to our second Research Breakfast of the year where IAB members will be sharing their latest industry research on an array of subjects.
Hannah Walley
Kantar Millward Brown

9am-9:05am Intro – George Hopkinson - Acting Senior Research Manager - IAB UK 

9:05am - 9:20 - UKOM

Julie Forey - Director of Insight - UKOM

9:20am – 9:40am - AdReaction: Engaging Gen X, Y and Z

AdReaction: Engaging Gen X, Y and Z is the first ever comprehensive global study of Gen Z,  and highlights the extreme nature of the challenge facing brands in the UK as the first cohort of Gen Z starts to become more critical to more categories and sectors. In this session, Hannah Walley will talk you through some of the key findings from this extensive study of 16-49 year olds, answering some of the most important questions facing marketers today, including:  what are Gen Z’s (aged 16-19) characteristics desires, likes and dislikes and how do they want to interact with brands?  How do the media attitudes and behaviours of Gen Z differ from Gen Y (aged 20-34) and Gen X (aged 35-49) and what do marketers need to know to navigate emerging social trends and culture norms as they develop content and plan media? 

Hannah Walley, Client Director, Kantar Millward Brown

9:40am - 10:00am - Be More (Programmatic) Now

For some time, OOH has been able to ad-serve dynamic content based on a set of data triggers including temperature, time, date and a range of other data feeds. Such innovative and complex dynamic campaigns can ad-serve up to 10,000 pieces of unique copy, and research has shown this substantially increases campaign effectiveness. But could a more simplified version of ad-serving based on just two audience variables still drive value for clients?

 Be More Now looked to investigate whether ad-serving content based on audience improved campaign effectiveness. Join William Rowntree as he explains the Be More Now research project and how it has allowed Posterscope to develop an audience led programmatic ad-serving offering for clients.

William Rowntree, Insight Manager, Posterscope

10:00am – 10:20am -Path to Purchase CPG 

Yahoo's Path to Purchase CPG study lays out the CPG/FMCG customer journey, showcasing the touch points of digital advertising throughout.  

This is the next in a series of ‘Path to Purchase’ studies, with the previous one being ‘Path to Purchase Autos’, which was showcased last year. 

 The objective of this study was to understand the core values for CPG brands; to understand the decision making process from advertising to purchase; and to understand what the role of online advertising for CPG brands is. The study also looked into which ad formats are preferred for CPG advertising; revealing that video ads are the big winner, followed by native advertising and then content marketing.

Fanny Carouge, Head of Research UK, Yahoo.

Member only downloads

Posterscope IAB breakfast presentation Final.pdf8.05 MB
Kantar Milward Brown AdReaction 2017 UK Report 280316.pdf11.45 MB
FMCG Path to Purchase, Yahoo.pdf54.96 MB