News from MTM – a spring in our step as we head into Q2

Welcome to the MTM April 2017 newsletter, setting out some of the highlights from the end of 2016 and beginning of 2017. 2016 was one of our most successful years yet, and we feel very privileged to work with a wonderful, growing portfolio of clients around the world, helping them to grow and prosper.

To find out more about how we can help you, please do get in touch at

A great end to 2016 and start to 2017

We have had a brilliant end to the year and start to 2017. In this time, MTM:

MTM is growing!

MTM has grown steadily since the latter half of 2016, strengthening our team after winning the MRG Best Agency Award, and Mediatel Research Agency of the Year.

New hires include Andrew Dodds and Polly Heath, both as Qualitative Research Directors, and Morgan Burgess, as Research Assistant, as part of MTM’s graduate programme. On the Strategy team, John Cobban, previously at Deloitte, has joined as a Consultant, alongside Alex Milne Turner, as an Analyst.

Our Finance and Operations team has also grown, with Sabine Ficek joining as the Finance and Operations Director, Jade Rea as the Strategy Team Assistant, and Jessica Keogh as Executive Assistant.

We also have some new starters joining over the next few months: James Schmitz-Vaughan as Research Director, Nicholas David Thomas as Associate Strategy Director, and Resham Kotecha as Consultant.

We plan to carry on developing our team this year, as we expand into new sectors, extend our service offering, and grow overseas.

To join our growing team visit our Careers page.

News on MTM research programmes and consortia

This year, MTM is embarking on a series of B2B research programmes – we plan to publish our findings in Q2 and Q3 and will discuss them at events throughout the year:

  • The Future of Sports Media – How will the sports media market evolve through to 2020 – and beyond? Starting with our recent MTM Forum event in February, we are exploring how technology developments and shifts in consumer behaviour have changed the sports media market. We will cover issues such as the dramatic increases in rights costs, disruption created by OTT services and streaming media, prospects for new sports offerings and formats, the role of major internet platforms and much more.
  • AR/VR – MTM is launching a new syndicated research consortium, mapping the short-to-medium-term commercial opportunities in augmented and virtual reality for commercial media companies. The development of a new video format is always exciting – and AR/VR are attracting wide-ranging attention and investment. Running through Q2 2017, our new programme will provide consortium members with an in-depth analysis of the creative and commercial opportunities created by these developments.

The long and short of it: Developing strategies for the future of short-form

After lots of headline-grabbing news that our attention span has now dwindled to that of a goldfish, brands are increasingly seeking new ways to stand out and get noticed. Many have looked to short-form as the key to capturing millennials’ fleeting attention. But how? What new expectations and permissions around short-form are dictating what and how people want to watch? What new occasions and need states has short-form created? And, while we’re at it, what are we even defining as ‘short-form’ in the first place?

In the past 6 months we’ve been working closely with a range of brands, broadcasters and publishers to unpick this complex and fascinating area. Through market mapping and consumer research, we’ve analysed the value of short-form from an industry perspective, as well as deep-diving into audience preferences for this evolving format. We’ve investigated how these rules may change in different contexts, such as on social, websites and in pay environments. Our research has explored notions of credibility and authenticity for brands acting in spaces known for delivering rough and ready content via a vlogger’s bedroom. We’ve examined different routes to discovery, from searched to served, and the interesting new role of serendipity in short-from consumption. Through investigation into behaviours and preferences, we’ve helped our clients to develop short-form strategies to meet their needs, and optimise attribution and value back to their brands.

To find out more about how MTM can help you explore evolving consumer behaviour around new formats, don’t hesitate to get in touch.

Technology Pathfinders and the MTM Forum

In 2016, MTM launched Technology Pathfinders, a new executive networking group for senior media executives interested in exploring innovations and future trends in operations and technology. We held three successful events in 2016, exploring topics including:

Our first event of the year, covering search, recommendation, and personalisation, ran in March, and was sponsored by Graymeta, Accedo, and Babcock. We will be running a further five events later in the year, exploring topics such as, TV apps, VR/AR and more TBA. If you’re interested in joining us at the next event or learning more, please email us at

We also continued our series of MTM Forum events with an event in October; a lively discussion and debate about the UK games industry and the potential for collaboration between games and other media, and in February exploring the challenges and opportunities presented by the changing face of sports media. Our most recent event ran in March exploring the evolution of advanced TV and video advertising in the UK. You can find a summary of the night here!

In particular, we would like to thank our panel for making the event such a success: Jamie West, Deputy Managing Director Sky Media UK & Group Director of Advanced Advertising at Sky PLC; Justin Gupta, Head of UK Broadcast & Entertainment at Google; Thomas Bremond, Managing Director, Europe at Freewheel; Laurence Miall d’Aout, VP Advanced Advertising at Liberty Global; Hitesh Bhatt, Regional VP, EMEA, at Samba TV; Jakob Nielsen, Group M Addressable TV Lead; and Graeme Lynch, Head of Business Development EMEA at TubeMogul.

All upcoming events are shown on our website, if you would like to attend to future events please email to be added onto our events mailer.


If you have any questions about the events mentioned above, or would like to discuss any of the topics and themes explored, please contact Jon Watts.


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About MTM team

The MTM business was founded in 2006 and our market research offer was launched in late 2010. We are a research and strategy consultancy, helping our clients succeed in fast-moving digitally-driven markets.