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Qualitatsinitiative Werbeforschung!

13 Sep 2019  |  David Pidgeon 
Qualitatsinitiative Werbeforschung!

Editor's blog // @David_Pidgeon

It’s like finding out your friends have been in a secret relationship – and now they’re ready to tell the world.

About a year ago, a group of researchers from the UK’s media and advertising trade bodies started meeting together as an informal group. They were inspired by their equivalents in the German media industry who had created the Qualitatsinitiative Werbeforschung, translated as the quality initiative for advertising research, or QiWi for short.

Well, now it's a bit less informal and a marriage of sorts has this week been announced. So welcome, QiWi UK.

It’s yet another example of collaboration in our changing media industry and the UK group has pretty much the whole gang involved: AA, AOP, DCM, DMA, IAB, Magnetic, Newsworks, Outsmart, Radiocentre and Thinkbox.

On behalf of the research super group, the two instigators of the project – the IAB’s Tim Elkington and Newsworks’ Denise Turner – tell Mediatel News why they are better together - and how others can benefit from the partnership.

Where have all our audiences gone?

This week the latest TouchPoints data was released by the IPA, giving a typically robust overview of UK media consumption.

To mark the launch of 2019's update, the IPA's research director, Belinda Beeftink, shares a handy bite-size update on the findings, offering a timely overview of the current state of our media world.

What's clear is that our consumption habits continue to evolve - largely due to improved connectivity, new platforms and a wider choice of content (too much?).

TV and video still dominate in terms of weekly reach, and the ways in which we can access this content only grows.

Meanwhile, OOH and radio continue to perform strongly, while streaming services – such as Spotify and Apple Music – are showing "significant" growth.

We're all still addicted to social media too - it is now the fourth largest medium for adults, with 80% weekly reach (but this is down -7% from last year). However, specific platforms are on the up - Instagram for example has boosted its weekly reach from 24% to 28%.

Time spent reading newsbrands by all adults has increased very slightly year on year too, while reading magazine media remains constant (and it's worth checking out the latest PAMCo releases on both, see below).

Beeftink also delves into questions of trust, our use of technology and how competition for our time is hotting up at a time when media brands are spreading themselves across multiple platforms and devices, fragmenting audiences.

Essential reading for anyone working in media.

Ask the ICO about data protection compliance

At the start of the summer the UK’s Information Commissioner’s Office (ICO) told adland that the current way personal data is used within programmatic transactions on the open exchange is not compliant with GDPR.

On Monday this week the ICO’s head of technology and policy, Ali Shah, then encouraged businesses to engage with the regulator over data protection compliance — stating that the regulator will have to start leveraging its full powers of enforcement if it doesn’t see any meaningful change within the next four months.

As a follow-up, our friends at Rezonence will be holding an event on 17 September, giving you the chance to do just this, with Simon McDougall, executive director of technology and innovation at the ICO, sitting down with Rezonence’s CEO Prash Naidu to discuss their report in detail, specifically focusing on what it means for advertising and marketing campaigns.

McDougall will then be hosting a Q&A session with the audience, giving you the opportunity to understand exactly what is expected from your business. This will be followed by a panel of industry experts discussing what can and should be done to ensure the supply chain is compliant.

It promises to be a unique opportunity - sign up for free here.

Media Leaders Lunch

Next week we host the first Media Leaders Lunch - a Mediatel News event for our industry's influencers. More than 200 guests will network, lunch and listen to some feisty debates with some of our finest columnists and three top national newspaper editors.

We can fit in only a couple more tables - so get in quick.

Businesses joining us include: 1XL, Annalect, Bauer Radio, Bloomberg, Carat, Channel 4, DCM, Dentsu, Dentsu X, Direct Line Group, Disney, Facebook, Global, Goodstuff, HSBC, IPG, JICRIT Ltd, JPI, Kinetic, Lidl, Lloyds, Mediabrands, Mediacom, MediaLink, MGOMD, Mindshare, MullenLowe, Nationwide, News UK, Newsworks, PAMCo, Pearl and Dean, PHD, Rezonance, Schroders, Sky, Tesco, the7Stars, The Guardian, Total Media, Unilever, Vodafone, Wavemaker, Whooshkaa.

Full details here.

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22 May 2020 

Data from Mediatel Connected
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