Over the last 4 years, we have witnessed shifts in media usage behaviours which we never could have anticipated.
Prior to March 2020, understandings of changes in commercial media usage were very much evolutionary, and followed established trajectories based on years of data and analysis of audience behaviour.
Now, as we move beyond lockdowns into a brave new post-COVID world, is this still the case? Did the old normal completely disappear, or is commercial media consumption back on the same track?
Simon Frazier, Head of Marketing & Data Innovation, IPA, will be delving into these questions and more as we launch the fifth edition of Making Sense: The Commercial Landscape, a report which has seen over 50,000 downloads globally to date.
In this webinar, we'll be exploring:
- The growth and decline trajectories of commercial media channels in recent years, how COVID-19 shifted the status quo, and whether or not changes will be lasting.
- The impact of changing device usage, and why context and engagement are now more important than ever in building effective campaigns.
- Just how easy or difficult is it to reach audiences effectively?
- Where brands should focus their research, attention and effort to continue to thrive in 2023 and beyond.
Simon will then be joined by a panel of experts to discuss and dissect the findings of the research.