Today Nesta published Digital Culture, a report authored by MTM drawing on qualitative and quantitative research to explore how arts and cultural organisations in England are using technology. 891 organisations contributed, enabling MTM to build up the first ever detailed picture of the use of digital technology in the arts sector. The research was commissioned by Nesta, Arts Council England and the Arts and Humanities Research Council, and will be repeated in 2014 and 2015 to track how the sector is evolving.
MTM is proud to announce that two of our recent audience research projects will be presented at the MRG Media Research Conference, Celebrating the Best Media Research of 2013, on the 9th of December. Associate Director Sara Sheridan will be co-presenting our recent project for YouTube at 11:25 am, exploring how young audiences engage with the platform and it’s modern meaning in their lives across the UK, France, Germany and Russia. Another recent project of ours on the ‘Connected Football Fan’ will be presented by Becky Rangeley from Sky Media at 4:10 pm.
To find out more about the projects presented, get in touch with Caroline or Sara.
MTM is partnering with the IAB on a major new study exploring how digital display inventory is bought and sold in the UK. We’ll be conducting qualitative and quantitative research with agencies, advertisers, intermediaries and publishers to develop an accurate picture of the market, providing a robust, shared view that helps to demystify the industry.
If you would like to contribute to the research, please get in touch.
Channel 4 has released key findings from the 4oD data targeting trial carried out by MTM. Compared with 4oD’s traditional genre-based ad delivery, the new approach of targeting ads according to viewers’ age, gender and social grade resulted in significant improvements for a range of brand metrics – for example, looking at top-of-mind brand awareness showed double the uplift seen in a standard 4oD campaign. Combined with improved click-through rates, and comScore data confirming much greater efficiency than competitor VoD platforms, this research demonstrates the remarkable impact of 4oD demographic targeting on campaign effectiveness.
MTM’s most recent roundtable event, on 15th October, explored the future of UK home video entertainment. A panel of leading industry experts, including Dan Heaf, Chief Digital Officer at BBC Worldwide, Adrian Letts, Chief Operating Officer at Tesco Digital Entertainment, and Vassilis Seferidis, Director of European Business Development at Samsung Electronics discussed the future evolution of the UK home entertainment marketin front of an audience of senior industry participants.