Revealed: Mediatel Media Research Awards 2022 Winners
The winners of the Mediatel Media Research Awards 2022 were revealed yesterday at a ceremony in London.
Hosted by Mediatel Connected, the awards recognise and celebrate the organisations and people that are driving innovation and development in UK media research, with entries covering the extraordinarily difficult pandemic period.
The awards featured 14 categories for 2022 and the ISBA / AOP / PwC programmatic supply chain transparency study was the big winner on the day, taking home three awards (pictured- main image), including the coveted Grand Prix and The Adrian Edwards award for Best Use of Datasets, named in collaboration with BARB in tribute to the late Adrian Edwards of TechEdge.
All money raised from entry fees for this award were donated to BIBIC, a charity that delivers therapeutic programmes to children and young adults. The company with the winning entry will also receive a £1,000 bursary from BARB to be used for training purposes to develop the next generation of research leaders.
Media agency OMD UK (pictured- below) took home two awards for Best Representation of Data for its Structural Equation Model for smarter insight generation research and Media Agency of the Year.
The judging was chaired by Belinda Beeftink, research director at the IPA.
She was joined by Louise Twycross-Lewis, head of insight at PHD Media, Fanny Carouge, head of analytics and insights, Europe, at Samsung Ads, Denise Turner, director of research and insight at Newsworks, Danny Russell, owner of Russell Consulting, Martin Greenbank, head of advertising research and development at Channel 4, Pauline Robson, managing partner at MediaCom, Kate Rutter, head of commercial insight at Global, Andy Pang, head of marketing science at Snap; and Omar Oakes, editor of The Media Leader in deciding the winners and shortlists.
Read on to find out which other shortlisted nominees were crowned at this year’s Mediatel Media Research Awards with judges’ comments.
Best Custom Media Research Project (Trade Body) – ISBA/AOP/PwC
The ISBA / AOP / PwC programmatic supply chain transparency study won their first award of the afternoon.
One of the judges, Louise Twycross-Lewis, head of insight at PHD Media, said of their entry: “The winners of this award hugely impressed the judges with the scale of their ambition, the scale of the study and that of the collaborative efforts involved. Their extraordinary work has delivered much-needed transparency in an area that benefits the entire industry and has led to the creation of a cross-party taskforce to action the study’s recommendations and evolve its findings to the next stage.”
Best Custom Media Research Project (Media Owner) – ITV
ITV won this award for ITV Bespoke Partnerships – Building Memorable Advertising.
Pauline Robson, managing partner at MediaCom, said: “The winning entry combined innovative techniques in a robust methodology to prove the value of the ITV brand in enhancing advertising effects. It provided compelling evidence for the effectiveness of ITV brand partnerships.“
Best Custom Media Research Project (Agency) – PHD
Media agency PHD took home this award for PHD Mental Availability.
Danny Russell, owner of Russell Consulting commented: “We loved the way that PHD worked both with academics and the client, undertaking a wide range of research methods, to build a commercially useful solution (to a question that has been unanswered for several years) with outstanding benefits to the client.”
Best Media Research Tracking or Syndicated Project – Digital i
Digital i won this award for the project SoDA 3.0 – Getting inside the SVOD viewing revolution.
Editor of The Media Leader, Omar Oakes, said “Cross-platform measurement of media audiences is a huge opportunity and challenge and Digital i’s ingenious combination of existing techniques with new technology shows what can be possible. We were very excited and applaud the ambition and execution of the SoDA Project.”
Best International Media Research Project – Ipsos & Google
Ipsos & Google won the Best International Media Research Project for Privacy by Design: data ethics and effectiveness.
Fanny Carouge, head of analytics and insights, Europe, at Samsung Ads said judging this award was “particularly challenging” given all of the applications were strong.
She said Ipsos and Google had “the edge” because their methodology was strongest, their use of data science was “outstanding” and they brought a user perspective to ethical brand expectations.
Carouge added: “They tackled their piece of research by bringing a user perspective on ethical expectations from brands on use of their data for advertising, as well as bringing to life why giving people transparency, choice and control are vital for effective advertising. This topic is particularly important for the future of advertising, keeping the consumer at heart.”
Pulse of the Nation – Global
This was a new award for 2022 for projects that have illuminated our understanding of consumer behaviour and the implications for the media and advertising industries.
Global’s Audience Insider won this award and one of the judges said: ““The judges really liked the approach that Global had taken especially given such tight budget constraints. The results were really impressive and it was easy to see how their approach would work across all their stakeholders.”
The Adrian Edwards Award for Best Use of Datasets – ISBA/AOP/PwC
This was the second award of the evening for ISBA / AOP / PwC programmatic supply chain transparency study.
Martin Greenbank, head of advertising research and development at Channel 4 said: “Adrian would have loved this data challenge. Obtaining the data, understanding its complexity, and then making it simple was always his approach and this study fulfilled all three in spades. A pint of real ale should be raised in both Adrian’s and PwC’s honour for an outstanding contribution to the industry.”
Best Representation of Data – OMD
OMD’s Structural Equation Model for smarter insight generation won the Best Representation of Data award.
Chair of the judges, Belinda Beeftink, research director at the IPA commented: “The OMD Structural Equation Model was a worthy winner because it was essentially an iterative, complex process which caused OMD to develop their own software solution written in R. They then successfully developed their own software and went on to deliver it in an easily accessible Tableau dashboard. This was the perfect distillation of a complex work process delivering a scalable easy to use solution.”
Research Effectiveness Award – JCDecaux/Posterscope/Clear Channel
JCDecaux, Posterscope and Clear Channel claimed this award for their research The Moments of Truth.
There were only a few points separating the entries and Andy Pang, head of marketing science at Snap, said: “The first place award goes to a piece of work that demonstrated true industry leadership with a tri-party initiative that helped to move the broader industry forwards. The judges felt that the approach and methodological approach was carefully considered and filled a gap when it came to providing data that the whole industry needed at a time when there was great uncertainty in the market. ”
This category was sponsored by JICREG.
Media Agency of the Year – OMD UK
OMD UK was crowned Media Agency of the Year by judges of the Media Research Awards.
Denise Turner, director of research and insight at Newsworks said: “The scale and range of projects that OMD’s team worked on was seriously impressive, supporting both internal teams and clients, providing much needed insight to drive plans, and at the same time growing revenue for the agency.”
Turner said judges were “particularly struck” by the sense of culture and mutual support that came through in OMD’s entry.
This category was sponsored by Nielsen.
Media Owner/Trade Body of the Year – Thinkbox
Thinkbox, the trade body for commercial broadcasters, won this award.
One of the judges, Pauline Robson said: “Thinkbox impressed the judges with landmark initiatives that have benefitted the industry, including making econometrics available to all with their Demand Generator, and launching a research-based training programme TV Masters.”
Research Agency of the Year – Differentology
Differentology won Research Agency of the Year in a close contest.
Judges said: “This was a closely fought category, but Differentology won it through their innovative approach, their concern about company culture and some amazing financial results. All of this during a Pandemic.”
Rising Star – Shannon Sinclair
Shannon Sinclair, consumer insights executive at independent media agency the7stars took home the Rising Star Award.
Kate Rutter, head of commercial insight at Global said: “Shannon stood out due to her passion for thinking differently about audiences, her ability to creatively bring these audiences to life, and her obsession to find out ‘who and the why’. After starting her career in Media Planning, she has used these skills to inspire planning using fresh insights at the7stars. Shannon’s enthusiasm for research has also led her to inspire others to develop their insight skills both within the7stars but also with her volunteer work with Archive of the Market and Social Research.”
This category was sponsored by UKOM.
Grand Prix – ISBA/AOP/PwC
The judges’ Grand Prix award was announced from a shortlist of all the winners of project-based categories awarded during the afternoon. ISBA/AOP/PwC programmatic supply chain transparency study was victorious, winning the covered Grand Prix as its third award of the day. ”
On the reasons why they selected ISBA/AOP/PwC they said: “The sometimes murky world of the programmatic supply chain has always been a thorn in the side of digital inventory trading. PwC had a big part to play in unlocking its secrets and it is truly a watershed moment for the industry. It’s not often you see an industry come together over a study which is so revealing, and this is due to a huge amount of cooperation from the providers of the data and the work PwC led.”
The full 2022 shortlist and Winners
Best Custom Media Research Project (Trade Body)
- PwC – ISBA / AOP / PwC programmatic supply chain transparency study– WINNER
- Radiocentre – Building Shelf Awareness: quantifying radio’s last minute influence for FMCG brands
- Thinkbox – Demand Generation: Making econometrics free to all
Best Custom Media Research Project (Media Owner)
- ITV – ITV Bespoke Partnerships – Building Memorable Advertising– WINNER
- JCDecaux – How Long is Long Enough?
- Sony – Digital Acceleration Project: Drivers, Barriers and Education in Home Ents
Best Custom Media Research Project (Agency)
- dentsu – dentsu studies attention and the power of attention in order to drive a new and more effective value system for clients
- PHD – PHD Mental Availability– WINNER
- Initiative – LEGO Adults Joyful Focus
- Kinetic / Wavemaker / MediaCom / JCDecaux / Clear Channel / Global – OOH Playbook
Best Media Research Tracking or Syndicated Project
- Digital i – SoDA 3.0 – Getting inside the SVOD viewing revolution– WINNER
- OMD UK / Dynata / BeatGrid – The Google Superpanel
- the7stars – Innovation and impact: from a pre and post trial to an international tracker…
Best International Media Research Project
- Ipsos & Google – Privacy by Design: data ethics and effectiveness– WINNER
- OMD Worldwide – Innovating for the Attention Revolution
- Sony Pictures Television – Digital Acceleration Project: Drivers, Barriers and Education in Home Ents
Pulse of the Nation
- Global – Global’s Audience Insider– WINNER
- Ipsos / BBC / BBC Studios / UKTV- What Makes Authentic Portrayal: Avoiding the Stereotype Trap
- the7stars – the7stars QT
The Adrian Edwards Award for Best Use of Data Sets
- Kinetic – Journeys
- Kinetic / Wavemaker / Mediacom / JCDecaux / Clear Channel / Global – OOH Playbook
- PwC – ISBA / AOP / PwC programmatic supply chain transparency study– WINNER
Best Representation of Data
(Incorporating Best Data Analysis Software and Outstanding Data Communication)
- Channel 4 – Taskfaster
- DataTile – the DataTile Suite
- OMD UK – SEMiPro: Structural Equation Modelling for smarter insight generation– WINNER
Research Effectiveness Award
- ITV – ITV & Voltarol ‘The Joy of Movement’. From campaign creation to emotional engagement
- JCDecaux/Posterscope/Clear Channel – The Moments of Truth– WINNER
- MTM/Channel 4 – Advanced advertising: collaborating to deliver previously impossible digital effectiveness research
Media Agency of the Year
- OMD UK– WINNER
Media Owner/Trade Body of the Year
- Thinkbox– WINNER
Research Agency of the Year
- Differentology– WINNER
- On Device Research
- Tim Oddie – OMD UK
- Freena Tailor – Mail Metro Media
- Shannon Sinclair – the7stars– WINNER
- ISBA / AOP / PwC programmatic supply chain transparency study – WINNER
Congratulations to all the shortlisted entries and winners of this year’s awards. To read more about the shortlisted entries, you can follow this link.
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