VMO and The Guardian have been announced as the winners of the 2021 IAB Australia MeasureUp Awards.
The MeasureUp Award winners were announced on October 28 at the Fifth Annual MeasureUp 2021 conference. The awards were established in 2020 and recognise and celebrate Australian trade media research.
VMO was awarded Best Advertising Effectiveness for its ‘Hourly Outdoor Unified Reach (HOUR) Model’ developed to find a new way to model audience reach with hourly granularity for its programmatic digital OOH buyers.
The Guardian won the Best Cultural, Societal or Consumer Behaviour award for its ‘The Power of Purpose’ research providing consumer insights supporting brands with purpose to drive growth and retain customers.
Members of the MFA Interactive Committee selected the winners.
“Measurement and research from media owners provide agencies with important insights to inform their buying decisions," says committee chair Sian Whitnall.
"In a year that has been incredibly challenging it has been wonderful to review and celebrate impressive research from such a strong field of entries."
Whitnall says the research findings in the winning entries “have had an impact on changing behaviour, influencing marketing or advertising practice or decisions for their advertising clients and business”.
IAB Australia research director Natalie Stanbury says VMO’s entry “clearly defined the market challenge and effectively used data and data science to provide a greater level of media accountability”.
Stanbury says The Guardian’s research demonstrated its “connection with readers, understanding of their values and leveraged that connection to inform and benefit clients and advertisers”.
VMO - Hourly Outdoor Unified Reach (HOUR) Model
VMO identified an immediate need for audience measurement to provide marketers and agencies the confidence of accurate reach based real-time trading across all of VMO’s Australian inventory in metro and regional areas. Using a privacy compliant, real-time, camera vision-based measurement solution integrated into VMO screens enabled it to create a unique first party audience data asset. This data on real world person-to-screen interactions forms the key input into advanced data science modelling to accurately predict and measure audiences of each VMO screen and provide audience metrics at a per-spot-play, per-screen and per-hour level.
VMO managing director Paul Butler says “the HOUR Model underpins our market-leading approach to programmatic audience measurement and is a true reflection of VMO's ongoing commitment to driving innovation in the outdoor sector".
VMO programmatic director Braden Clarke says the HOUR Model is “the culmination of 18 months of rigorous development, testing and validation”.
“The HOUR Model is widely regarded as the leading impression multiplier methodology in outdoor locally and demonstrates VMO’s pioneering approach to digital outdoor. This is a big win for Programmatic Outdoor and a sign of its rapid acceleration into the mainstream of media activation,” says Clarke.
The Guardian Australia - The Power of Purpose
The Guardian’s compelling research provides marketers a deep understanding of the cultural context in which brands are operating in, what purpose means to consumers, how purpose makes good business sense, why media plays an important role for delivery of purposeful brands and how consumers want brands to behave.
The five pillars of purpose identified in the research, centred on being progressive, trustworthy, impactful, authentic, and empowering, have been a useful tool for marketers in understanding the importance of (real) social responsibility and the impact that positive, purposeful brand messaging can have on consumer behaviour. It clearly showed brand purpose increasingly matters to many consumers, to the point that purpose and social responsibility has moved to a 'must-have' or expected consideration and by unpacking the distinctive elements of purposeful brands The Guardian has provided guidance to build uplift in their authenticity and credibility.
The Guardian Australia head of audience Adam Axiak says the research helped “businesses understand the mindset of a consumer as being purpose driven this past year”.
“It’s a simple yet robust message that not only influences key business decisions but flows on to reflect decisions in our own personal lives.”
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