Those driving development in UK media research were celebrated on Wednesday (11 February) at the inaugural Mediatel Media Research Awards, hosted at London’s prestigious Banking Hall.
The winners, who were rewarded for driving innovation in an industry where measurement and insight are at the very heart of business planning and success, were led by Sky Media, which took the Grand Prix prize along with Best Media Research Tracking Project for Sky AdSmart.
“Sky AdSmart has been an innovation in how TV advertising works in the UK and this has needed a robust research design to measure the impact of targeted advertising sent to set top boxes,” said Richard Marks, director of Research the Media and chair of the judges.
“This project will continue to add to our understanding of how targeting works, so the overall Grand Prix deservedly goes to Sky Media for Sky AdSmart. The work is outstanding.”
The judges were unanimous that Sky Media should take both awards for the work it has done with BDRC Continental in tracking the effectiveness of campaigns on the new Sky AdSmart service.
To read more about the awards and to find out who else won, please visit the MediaTel website here
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