2026 AMRA Brochure - Product brochure - Page 9
Newsworks, Lumen & Peter Field Attention: A Newsworks study
Newsworks set out to prove the link between trusted digital
news brands, the high attention they generate, and the
superior advertising effectiveness that comes as a result.
Partnering with Lumen and Peter Field, the year-long study
combined attention data, brand uplift metrics and IPA
Databank outcomes to create one of the most comprehensive
analyses of attention ever conducted.
Judges’ comment
“Newsworks’ study has evidenced real-word impact and has
made a real splash across the industry. It combines impressive
industry expertise, huge ambition and methodological
innovation alongside powerful evidence for the ongoing
inclusion of newsbrands in digital plans.”
Royal Mail Marketreach and Thinks Insight &
Strategy - Landslide: Proving Mail’s Power
in the 2024 General Election
Royal Mail Marketreach aimed to demonstrate mail’s enduring
impact on voter behaviour ahead of the 2024 General
Election, proving its value to political parties, policymakers
and media planners. Although the election was expected
in autumn, the sudden July announcement drastically
compressed timelines. Their approach engaged voters at key
moments using both quantitative and qualitative methods.
A longitudinal panel of 1,000 consistent respondents
was tracked across four research waves to capture voter
intentions, political engagement and channel effectiveness.
Judges’ comment
“The rigour and execution of this work in the face of enormous
time pressure was great. We also loved that a medium that is
less central to most modern media strategies fought for its
right to be front and centre of the GE despite the enormous
pressures the team faced.”
Radiocentre & Colourtext Radio: The Performance Multiplier
Radiocentre wanted to demonstrate radio’s true value for
performance marketers. Working with Colourtext, the study
used a sophisticated self-tuning regression model across
eight real-world campaigns, analysing 7.2 billion impressions
and 195 million web sessions to measure radio’s full
impact in driving acquisition and highlighting signi昀椀cant
under-attribution to the medium.
Judges’ comment
“The scale and sophistication of the methodology is seriously
impressive: using real in-market campaigns, granular multidataset modelling, and minute-by-minute analysis to crack a
measurement problem that has challenged our industry for a
long time has delivered a piece of work of which Radiocentre
and Colourtext should be very proud.”
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