Hat-trick for Commercial Insight Team
News UK’s Commercial Insight team swept the floor at Thursday’s Mediatel Research awards.
The team scooped three trophies including Best Custom Research Project (for Project Footprint), Best Media Owner research team and also the overall Grand Prix award.
The competition included The Guardian, BBC, ITV, Channel 4, Global Radio, Sky and a number of media agencies.
The chair of the judges, Richard Marks commented:
“The winner of the custom category was always likely to be the favourite, having already batted to victory in the most tightly fought category of 2016. And so it proved, as the judges were unanimous in giving the Grand Prix to News UK for its excellent Project Footprint.”
“News UK was hugely ambitious in what it set out to do; examine both the correlation between digital advertising and digital outcomes, as well as the offline impact on behaviour.”
Recruiting a group of multi-platform Times readers the team monitored all of their activity, both online and offline, over a full month. The project encompassed a collaboration between comScore and Keller Fay, and also used Sky IQ, Face Facts and CrowdLab to build the approach.
Kristin Bayliss, the global account measurement lead at Facebook and awards judge added:
“Project Footprint from News UK really stood out by combining online and offline techniques including word of mouth to paint a more representative picture of how their readers interact with advertising, challenging last click attribution.”