2026 AMRA Brochure - Product brochure - Page 27
Global Media & Entertainment & Colourtext Global IQ: Full-Funnel Attribution for Audio
and Outdoor
Global: IQ uni昀椀es multiple trusted 昀椀rst- and third-party
datasets - including Global Player, TfL movement data, RAJAR,
Route, YouGov BrandIndex, Ipsos Iris, Semrush SEO data and
more to come - into a full-funnel attribution system for
audio and OOH. Using advanced modelling, it quanti昀椀es
uplifts in awareness, web traf昀椀c, search, and sales, providing
digital-level accountability for of昀氀ine channels and powering
major commercial gains.
Judges’ comment
“A technically ambitious and commercially impactful
achievement. Global:IQ 昀椀nally unlocks credible,
channel-speci昀椀c attribution for audio and OOH, something
the industry has sought for years, with exceptional
methodological sophistication.”
Thinkbox & EssenceMediacom The Media Mix Navigator
Thinkbox revitalised its Media Mix Navigator tool using the
extensive Pro昀椀t Ability 2 econometric dataset. The result
is a free, accessible platform that turns dense econometric
昀椀ndings into intuitive, evidence-based planning guidance
for advertisers of all sizes. With 141 brands, £1.8bn of ad
spend and multi-time horizon ROI optimisation, the tool
democratises econometrics and has quickly become a
widely used industry planning resource.
Judges’ comment
“A brilliant example of taking complex analytics and making
them genuinely useful. This tool puts econometrics into the
hands of thousands, enabling smarter planning across the
industry - an impressive act of democratisation.”
Haleon & mediasense - The Media Impact Model
Haleon and mediasense built a transformative Media
Impact Model that shifted the organisation from a focus
on cost-ef昀椀ciency towards true effectiveness. By unifying
media quality metrics across of昀氀ine and digital channels
and correlating them with campaign outcomes, the model
delivered a fundamental reset of Haleon’s media strategy
resulting in substantial improvements in media quality, ROI,
and sales growth.
Judges’ comment
An outstanding example of data driving real business change.
The team didn’t just build a model, they changed a global
organisation’s behaviour, proving beyond doubt that richer,
integrated media data can directly fuel commercial growth.”
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