Consumer Behaviour – Understanding your Audience

The first in our masterclass sessions in advertising will begin with the Life in Lockdown research series from the Head of Insight
at Mail Metro Media, exploring consumer sentiment during COVID-19, media consumption shifts, and how businesses and brands can still
be very relevant. After delving into audience trends, IAB UK’s Head of Marketing will demonstrate a new tool created to help UK small
businesses unlock the power of digital advertising.

Event details
The first masterclass session for advertising will focus on the consumer, delivered by the Head of Insight at Mail Metro Media,
presenting actionable insight from our long running Life in Lockdown series. COVID-19 has affected huge change on media consumption
habits, as well as internet usage. People who have never before bought online now do so frequently. Businesses who never had a digital
presence have had to adapt. Consumers’ expectations on business and brands haven’t gone away but understanding them and how they are
feeling will give you tools for success. After exploring consumer trends, you will hear from IAB UK…

Following recent research into how small businesses in the UK are using digital advertising and what support is needed to get the most
out of it, IAB UK has developed a tool to help SMEs power up their digital advertising. Based on a few simple questions about your
business and objectives, the tool offers advice on budgets, channels to use, measuring effectiveness and brings together a wealth of
resources and introductory guides from IAB UK and its members. In this session, IAB UK’s Head of Marketing will demonstrate the tool
and showcase how you can get the most out of it for your business.

Speakers:

Luke Hand, Head of Insight, Mail Metro Media
Tom Stevens, Head of Marketing, IAB UK
Natalie Gasson-McKinley. FSB Development Manager

For full details and to book CLICK HERE