2026 AMRA Brochure - Product brochure - Page 31
Global Media and Entertainment - TfL Ad Tracker
Haleon & mediasense – The Media Impact Model
Developed to capture the real business impact of advertising
across the London Underground, this combined large-scale
audience research with AI-powered creative analysis. The
programme delivered robust, test-and-control evidence
of effectiveness at unprecedented scale, rede昀椀ning how
underground advertising is measured, planned and valued.
Seeking to rebalance media decision-making away from
cost ef昀椀ciency alone, a ‘Media Impact Model’ was developed
which linkied media quality to brand, ROI and sales
outcomes. Eventually rolled out across 48 markets, the model
repositioned media as a growth investment and delivered
sustained improvements in effectiveness.
“It was particularly impressive in how it translated complex,
live media environments into a scalable and commercially
actionable measurement system.”
Judges’ comment
the7stars – Tuning Into Tomorrow: Forecasting
Audiences in a Reimagined Radio Landscape
“What stood out was the success in driving organisational
change across multiple markets in how media was bought,
aligning measurement directly with business outcomes.”
ITV – ITV Creative Boost
To manage a high-risk rebrand of a national radio station
and address the challenge of lagged industry measurement
reporting, a predictive decision engine was built to forecast
audience shifts in near real time. The approach enabled
agile regional optimisation while still achieving the goals of
awareness growth and increasing national reach.
Launched to address questions around the value of branded
entertainment in TV, this project collaboratively brought
together attention, brand and business outcome metrics
across 45 campaigns. It effectively provided advertisers
with clear evidence of the incremental value of branded
entertainment capturing how deeper creative integration
and media deployment can amplify impact.
Judges’ comment
Judges’ comment
“A smart demonstration of how data and insight can be
operationalised to support ‘real-time’ decision-making
in a traditionally slower-moving media category.”
“A strong example of bringing multiple effectiveness measures
into a single, coherent framework to help prove the value of
branded entertainment across the marketing funnel.”
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