MRG October Insight Exchange
Tue 13 Oct
|297 Euston Rd.
Join DVJ Insights at the MRG October Insight Exchange, where media and insights professionals come together to explore new research and perspectives on advertising and media effectiveness.
Time & Location
13 Oct 2026, 16:00 – 19:00 BST
297 Euston Rd., 297 Euston Rd., London NW1 3AD, UK
About the event
Organised by the Media Research Group (MRG), the October Insight Exchange brings together researchers and industry professionals to share new studies and discuss developments shaping media and advertising. This edition explores topics including attention, sports viewing, advertising effectiveness and the role of cultural values in how audiences respond to advertising.
Session: Cultural Fit as a Media Effectiveness Multiplier
Simon McDonald, DVJ Insights
Does advertising become more effective when the values communicated in an ad align with the cultural values of its audience?
Simon McDonald will present new research from DVJ Insights, developed together with the University of Amsterdam, exploring the role of cultural fit in media effectiveness. Using AI to analyse more than 900 video ads, the research connects advertising content with cultural values across different markets.
The session will explore what cultural fit means for attention, message recall and brand response, and what this means for media researchers, agencies, publishers and advertisers.
For more information and tickets, please visit: https://www.mrg.org.uk/events/306