12pm - 12.20pm (20 mins)
It’s measurement that’s underperforming, not radio
In a world first, this session unveils the initial headlines from Radiocentre’s latest research study Radio: The Performance Multiplier, exposing how traditional short-term attribution techniques aren’t fit for purpose in measuring radio ad response for performance brands.

Presenter: Mark Barber MBE, Planning Director, Radiocentre
Presenter: Donna Burns, Head of Insight, Radiocentre

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12:20pm - 12:30pm (10 mins)
The golden rules of great TikTok creative in under 6 seconds
Creating a piece of content that goes viral has almost become the holy grail in recent years. But as our attention spans become shorter and video content continues to take over the internet and social platforms, the challenge to go viral in our advertising becomes even harder. In this session, Mindshare's Evie Clifton analyses some of the best viral ads on TikTok and explains why they worked and why it is so important to grab the consumers attention almost immediately if you want your content to be in with a chance of being the next Charlie Bit My Finger.

Presenter: Evie Clifton, Business Director, Paid Social. Mindshare UK

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