Adwanted UK | B Corp

What does the future hold for the creator economy? This week, The Media Leader Podcast welcomes Arcade CEO Matt Elek to discuss the company’s next chapter and the growing commercial opportunities within the creator economy. The management firm behind The Sidemen is repositioning itself as a creator-first entertainment company, aiming to turn Europe’s biggest online personalities into media brands. Following a major rebrand, an expanded creator roster and its first London upfront, Arcade is focused on what Elek calls “primetime” creators — “the top 1% of the 1%”. Joining host Charli West, Elek explores what brands stand to gain from investing in major creators, how the industry can bring the rigour of traditional media to the channel, and what Arcade’s evolution says about the creator economy’s move into the mainstream. Listen to the full episode on Spotify, Apple Podcasts or Google Podcasts by searching 'The Media Leader Podcast' - or click the link in the comments. #CreatorEconomy #Advertising #Marketing #Arcade

Some exciting news! I've been named in The Media Leader UK's Future 100 Club, Class of 2026! 🎉 The Future 100 recognises people helping shape the future of the media and communications industry, celebrating disruption, courage and excellence. Over the past decade, I've had the privilege of working across more than 50 countries, advising senior leaders through crises, building relationships with journalists around the world and help to tell stories that deserve to be heard. As an independent consultant, it's a real honour to be recognised alongside so many talented people from some of the most respected organisations in the industry. A big thank you to The Media Leader for the recognition, and congratulations to everyone in the Class of 2026! Full list: https://lnkd.in/emXyp268 #Future100Club #communications #media

Adwanted Connected just added Ofcom Audio Survey to its Consumer Surveys roster joining Barb, IPA TouchPoints, RAJAR MIDAS, YouGov's Video & Voice and Adwanted's Connected Screens. This new data set contains valuable insights on the listening habits of the nation: both 'what' they are listening to as well as 'how' they are choosing to do so.   Perhaps the most original insights it offers is on 'why' people listen to audio. Specifically, what motivates them to listen to one audio format compared to another?   Focusing on just podcasts and music streaming services, which are often lumped together on the media plan as 'digital audio' but, as this chart shows, are fundamentally different when it comes to audience interaction.   The two do have some similarities. For example, over half of respondents who listen to podcasts or stream music on-demand said that they do so for entertainment, making it the most popular answer for both. Which makes sense. Generally speaking, if you aren't being entertained then why bother?   It's where the platforms diverge that things get interesting.   Areas where podcasts score highly include 'to learn something new' (49.6%), 'to catch up on the news' (21.9%) and 'to receive practical advice' (15.9%). All purposes where the listener is actively engaging with the content.   Conversely, streaming music shows itself to be a far more passive affair. With the exception of 'to discover music' (not a huge surprise that one...), the most common reasons people gave for streaming music are 'to relax' (50.3%), 'to have on in the background' (49.4%), and 'to feel better' (33.6%). All of which scored noticeably higher than podcasts.    Podcasts provide an aware and engaged audience, perfect to ply with offers, promotions and 'calls to action'. Music streaming services, on the other hand, have a relaxed and (hopefully) happy listener base. While they may not be as 'active' a group of listeners as those for podcasts, they are in precisely the right frame of mind to be receptive to building your brand relationship.   Despite the different advantages the two platforms bring, many campaigns will use exactly the same copy for both, even if their use cases couldn't be more different.   As this new era of audio - where radio is no longer the only game in town - continues to evolve, it is these differences that need to be understood before we can take full advantage of the opportunities it presents.   All of the data used above is accessible in the Adwanted Connected app, find out more using the link in the comments section. #ofcomaudio #podcast #musicstreaming #audio

It's now or never. If you want to win a 2027 Adwanted Media Research Award you have to get your entry in today. It's time to get your submission over the finish line. Enter via the website https://hubs.li/Q04B0Ds10 #AMRAs2027 #AMRAs #MediaResearch #ResearchAwards

Can advertisers be confident that their out of home (OOH) ads actually played as booked? That is one of the questions behind Playout, the industry-wide platform that brings together data on when and where OOH ads have played. The platform is independently verified by global marketing and media advisory firm mediasense, providing advertisers and agencies with independent assurance over the reliability of that data. But what does the verification process actually involve? The Media Leader spoke to Adam Edelshain, VP of Client Solutions at mediasense, to take a closer look at how Playout is verified, from testing proof of play and data quality to reconciling Playout records with media owner systems. The issue is becoming increasingly relevant as Route develops an integration with Playout data for use in media mix modelling (MMM), which is due to be released before the end of the year. You can read the article on The Media Leader UK, link in the comments section. #OOHdata #OOHplayout #OOHmedia

As part of Black History Month Adwanted UK are celebrating the incredible contributions of Black people to culture, creativity and history, through a series of content compiled by Anu Aborisade in our Events team. This week we turn the spotlight onto films by Black directors and films celebrating Black culture and success. For a long time, Black people were either missing from the screen or limited to narrow, stereotyped roles. When Black stories are told with depth, by Black creators and with Black people at the centre, it changes things. It gives people the chance to see themselves reflected as heroes, leaders, geniuses and everything in between. It brings hidden histories to light, challenges stereotypes, and helps all of us understand experiences different from our own. Media has a huge influence on the way people see and interact with the world around them. When people feel seen, they connect and they trust, which is why representation matters so much for audiences, brands and our industry. As an industry, we all have a part to play in whose stories get told and who gets to tell them. Here are six films to add to your watchlist:   1. Hidden Figures (2016) The incredible true story of the brilliant Black women mathematicians who worked as "human computers" at NASA during the Space Race. Inspiring, funny and a must-watch if you haven't seen it.   2. Sinners (2025) Set in 1930s Mississippi, twin brothers return home to open their own juke joint and build a better future, but something far more dangerous is coming for them. From Ryan Coogler, this is a gripping mix of history, music and horror.   3. Shaft (1971) The classic! Private detective John Shaft is hired by a Harlem crime boss to rescue his kidnapped daughter, landing him in the middle of a gang war. Directed by Gordon Parks, it's an iconic film that put a cool, confident Black hero front and centre.   4. Black Panther (2018) T'Challa returns home to the hidden, technologically advanced African nation of Wakanda to take his place as king. A cultural phenomenon that celebrated African heritage and Black excellence on a global scale.   5. Waiting to Exhale (1995) Directed by Forest Whitaker and starring Whitney Houston and Angela Bassett, this follows four friends supporting each other through love, heartbreak and everything life throws at them. A celebration of sisterhood, with an iconic soundtrack to match!   6. Funmilayo Ransome-Kuti (2024) Many of us know Fela Kuti, but his mother was a legend in her own right. This film tells the story of Funmilayo Ransome-Kuti, the Nigerian women's rights activist who took on colonial and traditional rulers to fight for equality. A powerful story that deserves to be better known. #BlackHistoryMonth #BlackCulture

Mental health is an essential part of our overall wellbeing, yet many people continue to experience challenges in silence. Today, we're taking the opportunity to recognise the importance of supporting mental health, both in and outside of the workplace. Creating environments where people feel listened to, valued, respected, and able to seek support when needed can make a meaningful difference. Good mental health support is not just about being there during difficult times. It's about fostering a culture where open conversations are encouraged, stigma is challenged, and people feel comfortable reaching out when they need help. By checking in with one another, showing empathy, and creating supportive spaces, we can all play a part in promoting positive mental wellbeing. This World Mental Health Day, let's take a moment to reflect on our own wellbeing and consider how we can support those around us. Whether it's asking a colleague how they're doing, reaching out to a friend, or taking some time for self-care, small actions can have a lasting impact. We're also proud to be supporting Mind as our Charity of the Year, helping to raise awareness of the importance of mental health and the support available to those who need it. Sometimes, a simple conversation can make all the difference. 💚 #LifeatAdwantedUK #WorldMentalHealthDay #MentalHealthAwareness #Wellbeing

Enter multiple categories to increase your chances of winning at Adwanted Media Research Awards 2027 but make sure you do it by 14 October! With 22 categories in next year's awards there are more opportunities to get your hands on one of those trophies. In addition to the six new categories, two were also updated for 2027:   🏆Research for Good This award is for custom projects conducted by either media agencies, independently by research agencies, by media owners, adtech companies or by trade bodies with the aim of supporting, developing or demonstrating the good in society across media and/or advertising. Whether covering sustainability, diversity, entrepreneurism or charitable work, the judges will be looking for evidence of innovation and successful delivery to objectives. 🏆Best Communication of Research Data Data is nothing without exceptional storytelling, ease of access, and outstanding communication of results. This category recognises the innovation and importance of bringing data to life to highlight the best course of action, and/or excellence in democratising access to data so that people across the organisation and their clients can find and tell the stories that will make a difference. Entries are welcome from any company type with entries showcasing websites, data analysis software systems or intranets, innovative infographics, data visualisation, presentation decks, sales packs, videos and animation.    If this sounds like any of the research you have delivered between 1st September 2025 and 31st August 2026, there's still a chance to give it industry recognition. Make sure you enter your submission by the final deadline:   Wednesday 14 October 2026. Entry fee: £335 +VAT   Enter now via the AMRA website, link in the comments section #AMRAs2027 #AMRAs #MediaResearch #ResearchAwards

Last Wednesday, a number of the team attended the DPAA UK/EMEA Town Hall hosted in London - a great opportunity to catch up with others from across the OOH industry and hear from a fantastic line-up of panelists. It was particularly inspiring to hear from some of the advisory board of WE.DOOH (Women's Empowerment in Digital Out of Home), which launched in the UK in August. The discussion offered some really valuable advice on how we can all be better allies and play our part in supporting and empowering women across the industry. #ooh #advertising #media

Published media remains one of Great Britain’s most effective channels for reaching consumers, connecting with 47.8 million adults (or 85.6%) each month and 41.3 million (or 73.9%) each week. Crucially, this reach extends well beyond older audiences, with more than 7 in 10 16 - 24-year-olds engaging with published media every month. Newsbrands alone reach almost two-thirds of young adults each month, highlighting the continued relevance of publisher brands across all age groups. Their monthly reach rises to 87.4% among 45 - 64-year-olds, equivalent to 14.8 million people. Magazine brands maintain a significant audience footprint, reaching 34.0 million adults each month, equivalent to 60.9% of the adult population in Great Britain. Their reach extends across generations, from 42.4% of 16 - 24-year-olds to 68.9% of 45 - 64-year-olds and 66.6% of adults aged 65 and over.   Overall, the data demonstrate the continued scale and breadth of published media in Great Britain. With strong monthly and weekly reach and substantial engagement across every age group, publisher brands remain an important part of people’s media consumption, reaching audiences at different life stages through both newsbrands and magazines. You can find all of this data alongside ABC, JICREG print and digital data and Ipsos iris website and app data in Adwanted Connected's Publishing App. Find out more using the link in the comments section. #MediaStats #AdwantedConnected #PAMCo