MRS Award win for 'Powering Up' project to help SMEs utilise digital advertising
Posted on: Friday 10 December 2021 | IAB UK
Our study ‘Powering up: Helping UK SMEs unlock the value of digital advertising’ has won the MRS/BIG Award for Business-to-Business Research
Aimed at helping SMEs get more out of digital advertising, ‘Powering Up’ won the MRS/BIG Award for Business-to-Business Research at the 2021 MRS Awards earlier in the week. The judges described it as “a great example of the power of well-planned and executed research”, adding that the project was “creative and practical, with an emphasis on the communication and application of the findings”.
‘Powering Up’ drew on evidence from nearly 1,200 UK small businesses to understand how they were using digital advertising, what more support they needed and what form they wanted that support to take. You can download the full report here.
We then used the results of the study to create a bespoke online tool to help SMEs use digital channels, drawing directly on key insights from the research to inform the areas that the tool covers, as well as the way it functions - with a big emphasis on interactivity and tailored advice. The research stage of the project was conducted with MTM, while the tool saw over 30 of our members contribute guides and advice.
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