The Launch of Real Living 2021

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Event Overview

In 2015, IAB UK launched Real Living, a research project to observe and understand how Brits were using digital devices in real life. Six years later, we regenerated Real Living to give us a national picture of people’s digital days, how behaviour is evolving, what this means for advertisers and whether the pandemic will have driven lasting change.

Having already launched deep-dive insights into shoppers, gamers, listeners and viewers, watch back this virtual event as we revealed new insights about consumer behaviour across all media - what people are doing, when they're doing it, and crucially, how they're doing it. With analysis from IAB UK's Research team and research consultancy Sparkler alongside commentary from IAB members, all of this insight will come with not-to-be-missed implications for advertisers and practical tips for reaching consumers via the most effective channel.

Agenda

14.00
Welcome & Introduction

James Chandler, Chief Marketing Officer, IAB UK

14.05
Real Living - Methodology

Before the results of Real Living are revealed, Sparkler's Jamie Simpson will share the methodology that was used to conduct this research into consumer's use of devices and tech, how the research team gathered quantitative and qualitative evidence to build a picture of changing habits, and how the research was impacted by conducting the study against the backdrop of lockdowns and restrictions.

Jamie Simpson, Principal Consultant, Sparkler

14.10
Real Living 2021

Having already launched deep-dive insights into shoppers, gamers, listeners and viewers, join us as we reveal new insights about consumer behaviour across all media - what people are doing, when they're doing it, and crucially, how they're doing it.

Elizabeth Lane, Head of Research, IAB UK

14.35
Real Living Panel

Join IAB UK members as they offer their thoughts and commentary on the findings from the Real Living research as well as take questions from the audience.

Dan Daynes, International Strategy & Planning Lead, Mindshare, Monica Majumdar, Head of Strategy, Wavemaker UK, Simon Andrews, Founder at Addictive and publisher of the must-have Fix newsletter, Addictive

15.00
Close

Meet our speakers...

Simon Andrews

Simon Andrews

Founder at Addictive and Publisher of the Fix newsletter
Simon Andrews

Simon Andrews

Founder at Addictive and Publisher of the Fix newsletter

Simon has been helping businesses profit from digital since 1995. He now does this in two ways. Sharing knowledge and provocative thinking through his Fix newsletters and creating impact through consulting and advisory work with starts ups and corporates. Before focusing on consultancy Simon had the rare privilege of running both Media Agencies and Creative Agencies and has served on the Board of Full Service Agencies, Direct Marketing Agencies and Digital Agencies. This wide and deep experience informs his thinking and his Fix newsletters are widely read in Google, Facebook, Snap and Amazon as well as by many VCs, brands and agencies. Simon is building this business with more events and a focus on the community of readers. Consultancy projects include work for Three, Telefonica, Nike, Avios and Google as well as advising a number of start-ups. A recent longer term project was helping US agency The Media Kitchen (part of MDC) launch their business in Europe. A regular speaker, Simon has recently keynoted events for Google, Amazon, Snap, Orange and Nike.

Dan Daynes

Dan Daynes

International Strategy & Planning Lead, Mindshare
Dan Daynes

Dan Daynes

International Strategy & Planning Lead, Mindshare

Dan is passionate about delivering creative and insightful media solutions that maximize growth opportunities for clients. With 14 years media experience, Dan has spent the majority of his career at Mindshare Worldwide working with many of the world’s most admired businesses; most recently leading International Strategy and Planning for Facebook. Dan has an accomplished occupational history with a unique standard of experience in designing, building and delivering innovative consumer experiences with strategic partners, integral to communications strategy, partnerships and media planning.

Jamie Simpson

Jamie Simpson

Principal Consultant, Sparkler
Jamie Simpson

Jamie Simpson

Principal Consultant, Sparkler

Jamie is a Principal Consultant at Sparkler, Part of PA Consulting. Having begun his career as a graduate at Kantar TNS, he has worked at Sparkler for the last 7 years across a wide variety of mixed method projects for an array of digital-first clients. He was part of the team that created the original Real_Living study with the IAB, and has led the Real_Living 2 study this time around from the Sparkler side.

Monica Majumdar

Monica Majumdar

Head of Strategy, Wavemaker UK
Monica Majumdar

Monica Majumdar

Head of Strategy, Wavemaker UK

Monica brings over 15 of communications strategy experience, specialising in FMCG and UK marketing. She joins from Verizon Media where she was Head of Strategy for over two years. A central part of Monica’s role was establishing a highly skilled strategy team and leading creative solutions - which including being part of the team that defined the UK positioning of Huffpost and Yahoo; and revamping the company’s award strategy which resulted in recognition for its client work including the Find Unlimited Vatoms campaign for Vodafone (with Wavemaker). Prior to Verizon Media, she held senior positions at the Spark Foundry, PHD UK and Starcom MediaVest, and is an alumni of The Marketing Academy’s competitive leadership programme. 

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