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Know the value of media: the engine that drives modern-day enterprise

The media budget has always been the largest part of any advertiser’s investment in marketing communications. But in today’s increasingly complex communications eco-system, the effective deployment of media budgets can have an enterprise-wide effect, influencing everything from brand reputation and new product development to growth. To help understand the impact of these fundamental changes and to explain the role media agencies can play in today’s business world to C-suite business leaders, the Institute of Practitioners in Advertising (IPA) has produced three free and invaluable Know the Value of Media reports. To inform the project, the IPA also commissioned The Economist Intelligence Unit to carry out a survey of UK business executives.

Value of Media

Know the Value of Media reports - download here

Report 1 

Media Databases: The challenges and the potential in the age of convergence

David Fletcher, Chief Data Officer, MEC UK looks at the key building blocks of data and integration of multiple data sets.

Report 2  

Reaching consumers in an era of media proliferation

Denise Turner, Chief Insight Officer, Havas Media, maps out the current media landscape and examines the role of multi-channel integration using the IPA Effectiveness Awards database.

Report 3 

Maximising the value of media

Andrew Willshire, Data Analytics Director, Posterscope and Paul Sturgeon, Head of Modeling & Advertising Effectiveness at Mindshare, GroupM, WPP look at how media has become a strategic tool that both communicates and delivers the brand promise, and the implications of this for client organisations.

Know the Value of Media – survey results from The Economist Intelligence Unit

To inform the IPA’s Know the Value of Media project it commissioned The Economist Intelligence Unit to carry out a survey of UK business executives to ask how they are adjusting their strategies to target and sell to connected customers. View the key findings 

Last updated 14/04/2015

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