The MRG goes North with a bumper 4 papers (the BBC paper to be announced soon). Kindly hosted by our good friends in the North, Trinity McQueen.
Jason Brownlee, CEO Colourtext will present "Radio: The Performance Multiplier", a partnership between Radiocentre and Colourtext, exposing how traditional short-term attribution techniques aren’t fit for purpose in measuring radio's online and response for performance brands. To achieve this we developed a self-tuning multiple regression model that establishes the extent to which impressions in each media channel exert influence over web traffic- revealing the true impact of radio advertising for performance marketers. It’s measurement that’s underperforming, not radio.
Laura Machin, Research Manager from Differentolgy will present a collaboration project conducted with The7Stars and Walr entitled ‘The Power of Words’. The project explores the recent explosion in the use of subtitles across video, social and other media. The paper will uncover to what extent subtitles are being used across media platforms, by whom and most importantly what is fuelling this growth? Why are consumers increasingly using subtitles for video, social and even audio- led formats and what are the implications for brands ?
The paper was presented at the MRG annual conference in London (and well received) so this is an opportunity for a wider audience to see this paper.
Jemma Foster, Head of Marketing, The Week and Megan Deighton, Research Manager, Trinity McQueen.
Jemma and Megan will present a multi-country audience segmentation to unlock category understanding and drive marketing strategy for The Week and The Week Junior across the US and UK. Key challenges included selecting the right approach to support both products while addressing country-specific nuances, as well as capturing the increasingly omnichannel nature of news coverage. To ensure long-term adoption, the project was highly collaborative, engaging US and UK teams through workshops and review sessions for alignment and practical application.
BBC: One paper from BBC Nations and Regions team (details TBC)