FEATURE19 August 2021
Belinda Beeftink on how consumer behaviour is changing
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FEATURE19 August 2021
x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.
In the latest of our In Seven series, we speak to Belinda Beeftink, research director at the Institute of Practitioners in Advertising (IPA). She is responsible for delivering and developing TouchPoints, the IPA’s cross-platform, multimedia database for the UK advertising market.
Responsible advertising can help people make better choices. The pandemic has been an accelerator for lots of change, including people’s growing concern about sustainability and climate change.
If brands and advertising can reflect those views, it will help grow the momentum needed to really make a difference.
It is to understand the full picture for video delivery, whether it be YouTube or ITV. We need to understand what value each kind of video platform can deliver to clients.
The challenge here is to make sure that the measurement used is even-handed and does not support one channel over another. Whatever solution we arrive at will need to be cost-effective and have cross-industry support.
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