Route’s day out (of home) at Adwanted’s Future of Brands
The Keynote: Omar Oakes, Media Leader Editor-in-chief interviewing David Abraham, Founder and Group CEO of independent creative agency Wonderhood Studios
Last week, Denise Turner, Route Chief Executive, and Eda Incekara, Route Marketing and Insight Manager attended the Future of Brands event hosted by Adwanted at County Hall. As Great Britain’s leading provider of audience measurement for out-of-home advertising, Route wouldn’t want to miss an event like this.
Future of Brands was packed with insightful presentations split into three themes: creativity & brands, media data & insights, and innovation & tech. As wrangling terabytes worth of data to tell compelling stories is one of the main quests of the team, the media data and insight theme was of particular interest to the Route team.
The session began with a very engaging presentation by Simon Frazier, Head of TouchPoints Marketing & Data Innovation at the IPA on how patterns of consumer media behaviour have (or haven’t) changed since the onset of the COVID-19 pandemic. Spoiler alert: Turns out current consumer media behaviours are quite similar to what they were five years ago, while out-of-home still reaches more people than any other media!
Source: IPA TouchPoints W1 2023 - Weekly reach and mean hours per capita per day of buyable media types for All Adults
Another highlight of the event was a fireside chat with Matt Bryan, Director of Analytics and Insights at Samsung Ads, Bobi Carley, Head of Media and D&I at ISBA, and Jon Longhurst, Founder at LongTerm Digital on the necessity of breaking down silos in the industry, a theme that resonated across various presentations.
Meanwhile Lindsay Rapacchi, Research & Insight Director at Clear Channel UK shared research on mental availability, a brand’s propensity to be thought of in a buying situation, and how defining category entry points (CEPs) can boost a brand’s salience in consumer decision-making. He demonstrated how broad reaching CEPs need broad reaching media, something out-of-home leads the way in, alongside TV.
The main message of the event was clear: as the media landscape becomes increasingly complex with numerous data sources and varied measurement methods, the future of media and advertising is bright if we can increase communication and collaboration to bridge gaps between specialties. Most importantly, in the meantime we must not forget the creative core of why we do what we do; to continue telling compelling stories.
Full programme details are available at the event website, here.
