Measurement can't be an afterthought — with IPA's Denise Turner

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The Media Leader Podcast

The Media Leader

201 episodes

6 days ago

The Media Leader is the leading source of analysis, data, opinion and trends in commercial media and advertising.

Hosted by senior reporter Jack Benjamin, we speak to senior industry leaders and rising stars about the key challenges media faces as part of our mission to stand up for courage, inclusion and excellence in media.

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The Media Leader is the leading source of analysis, data, opinion and trends in commercial media and advertising.

Find out more at uk.themedialeader.com and subscribe to our daily newsletter.

Measurement can't be an afterthought — with IPA's Denise Turner

The Media Leader Podcast

31 minutes 21 seconds

2 months ago

Measurement can't be an afterthought — with IPA's Denise Turner

Denise Turner has worked in media research for more than three decades for a number of agencies and trade bodies. This summer, she succeeded Belinda Beeftink as research director at the IPA. Turner sits down with Jack Benjamin to discuss her new remit and how she views the state of media effectiveness as media owners move towards providing outcomes-based measurement for clients. She is also serving as head judge of the 2026 Adwanted Media Research Awards, which are now open for entries. The awards champion the best researchers in the industry and Turner shares what will be front of mind for her when she judges entries later this year. Deadline for submissions is 1 October, with the late deadline on 10 October. Highlights: 2:02: Turner's top priorities as IPA research director 7:25: Measuring brand consumption in a fragmented ecosystem 13:24: The challenges of outcomes-based measurement 20:01: Core research topics for the IPA going forward 24:47: Adwanted Media Research Awards: what does Turner look for? Related articles: Adwanted Media Research Awards 2026: Open for entries Data and measurement are starving brand investment Now is the moment for broadcasters to take control of cross-screen TV measurement How Lantern will bring outcome measurement to TV — with Sameer Modha and Matt Hill --- Thanks to our production partners Trisonic for editing this episode. --> Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience Visit The Media Leader for the most authoritative news analysis and comment on what's happening in commercial media. LinkedIn: The Media Leader YouTube: The Media Leader